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How much do you spend on Yellow Pages advertising each year? More importantly, are you getting a return to justify that cost? If you are not reviewing your Yellow Pages ad results, you may be shovelling hard-earned dollars down the drain. News Flash: My Yellow Pages go straight into the recycling bin. I don’t even let them in the house. My 9 year old will never ever know what they are.

Here are some flaws:

1. Expensive. Depending on its size and location, an ad can cost around $7,000 per year. Add in extra for designing a customised ad per letter or bold font. It takes a lot of clients just to break even at those costs. I know a business who spent well over $20k a year.

2. Clutter. Where does your ad live? Depending on the size of your market, right next to dozens, perhaps even hundreds of your competitors. I said your competitors!

3. Lack of Engagement. In today’s world, it takes a variety of messages to reach your audience and motivate them to contact you. There is nothing personable about an ad in the Yellow Pages.

4. Difficult to measure. Yellow Pages ads don’t allow you to test different marketing approaches. Once you place an ad, you have to wait a year to test a new headline or message. And unless a client says they found you through the phone directory, you have no way of knowing the effectiveness of your ad.

5. Reach the wrong market. Find out who actually reads the Yellow Pages. Are they actually the people who would buy your product or service?

Did I say never use Yellow Pages ads? No – a well designed Yellow Pages ads certainly have a place in ‘some’ marketing programs. However – If you went through the global financial crisis and the only thing you left in your marketing plan was your Yellow Pages ad – you have a problem. Advertising and marketing are not the same. You would be totally surprised as to what half of that Yellow Pages budget could achieve elsewhere!