Yellow Pages: What You Don't Know Can Cost Big Bucks

I'm an account executive for the leading yellow page directory in a large city. Although I'm not a franchisee, I meet quite a few of them in the course of my work. Many of my good friends and relatives are businessmen and women, a couple of them with franchises. Writing is my hobby and this blog is my opportunity to contribute while doing something that I enjoy.

I am only allowed to work the accounts assigned to me in my city and a small portion of the surrounding area. Even if you were interested in my services, the chances of my being able to service your business are next to nil.

Franchisors often encourage their franchisees to place yellow page ads, sometimes by paying for part of the cost of yellow page ads or requiring it of the franchisee through system standards. Why? Because the combined wisdom of their years in business and franchisees have proven that advertising goes a long way towards making businesses successful. If consumers don't know about you, they'll be patronizing your competitors that they do know.

The basic question is, "Why advertise in the yellow pages?" The most obvious answer is, to grow your business and be more profitable.

Not everyone wants to grow their business, believe it or not. I was just talking to a businessman yesterday who said that his two-man business (just him and a partner) is so busy that they can't handle any more work. Someone who is in their 70's or 80's but doesn't want to retire may just want to take it relatively easy. In cases like these, advertising in the yellow pages is not for them.

Next, I'll cover the difference in advertising between yellow pages and other media (newspapers, radio, magazines, mail outs, etc.)