So I get asked a lot about these directory services that call you all the time saying how being listed on their sites will get you leads. Well that's true for some, and a total sham for others. The first thing you should ask is, "What is the cancellation policy?" Now if they are honest and worth their weight, they will have a cancel at any time policy. Companies who are confident enough to let you go, are usually worth giving a try; and keep in mind, any advertising really needs to be tested for three months before giving the thumbs up or thumbs down.

Another thing to consider is, does this directory just promote itself or does it do a 50/50 when pushing your company with their marketing. Many people throw money away making these sites famous while loosing sleep at nights wondering if their leads are being cherry picked through. If your contact information is not made available to the public when they advertise in your region, then you are only paying to make the directory famous. The honest directories put you as their point of contact for the region that you're paying for when they come to town to advertise.

So if you get listed with a directory ask about canceling, and also make sure that when they're coming to town, they are pushing your phone number some where for your local prospects to contact you. Directory services work, but unless they are using local niche marketing for YOUR business, then you are building their business with YOUR money.

Advertising in the phone book

How long will people continue to Advertise in the phone book? I get this question a lot, and for me the answer is pretty simple. The phone book will last as long as people continue to use it for getting their local regional information. Most of the folks I know who still use phone books are elderly, and those who are technology challenged. It may be hard to believe, but there are people out there who still don't know how to turn on a computer, never mind know how to open a browser and perform a search on Google.

That being said, if you're still advertising in the phone book, then your target group is shrinking, people don't live forever and there's only so far you can fall behind the curb before you're homeless on a street corner. A young person today is considered dumb if they use a phone book instead of opening up a search engine, and the under 45 crowd are now using places like Google to find local information. So while most businesses who come online and get the correct marketing find themselves making connections with prospects, those who throw money into a phone book advertisement, are investing in a dying market.

The contractors I market for are doing well, even in this economy; it seems that the guys who advertise in the phone book are all looking for work, and the guys who are spending money on local niche marketing, are getting the work. You either see it or you don't.