A client called to ask our advice about a competitor they noticed advertising in the YellowPages business directory. They were curious if this would change the tactical marketing plan we recently prepared with the goal of growing their business. Our response: you must be a successful business already if you have advertising money to WASTE.
Print business directories and listings generally offer 3% - 5% increased ad rates per year and in return customers enjoy declining readership - not exactly a deal.
Alternatively, consider building a plan through Google Adsense and reach people that are actively looking for information about your products and services online. (More on permission marketing in a future post).
If you disagree you can always look up another marketing consultant in the phone book, if you can find one.