Do Yellow Page ads really work?

[Dean May]

Hi Joe,

You'll get a wide range of opinion on that subject on this list. My opinion
is that it is a waste of money for my market. In a market that has a lot of
people moving in and out it might be different. But I think for most markets
just get the single line listing that they give you for free. If you go for
anything extra, get the in-column, not a display ad. When people are
scanning through the list of tuners, they look at the list, not the
displays. 

Spend your money on taking care of your customers you get: good computer,
good database software, color laser printer, regular mailings. Send a thank
you card for every piano you tune. With a color laser I make my own (half of
8.5x11 that is folded in half) that has my picture on it, some pre-printed
text and space for a personal handwritten note. Use invitation envelopes
available at Staples, Office Max, etc. I also run the envelopes through the
printer for the extra professional look.

With the color laser I can also make my own full color business cards with
my picture. And my reminders are printed on the same card stock, front and
back, full color 5x8.5. The card stock is relatively cheap at Sam's. 

Don't waste money on yellow pages. Instead curry favor with your music
stores. They are the biggest source of referrals you can find. And once you
get a customer make sure you keep them with excellent service and good
follow ups. 

Dean


-----Original Message-----
From: pianotech-bounces at ptg.org [mailto:pianotech-bounces at ptg.org] On Behalf
Of Joseph Rosenberg
Sent: Tuesday, August 08, 2006 4:39 PM
To: pianotech at ptg.org
Subject: Do Yellow Page ads really work?

Hi,

I'm in the process of building my piano tuning
business.

My local Yellow Pages situation is this:

Verizon county big book
Verizon local little book
Yellow Book regional big book
Yellow Book local little book

There are approximately 20 piano tuners listed in both
the big and little books.

In my former business, I spent $400 a month in Yellow
Pages but never got much business from it.

Can anyone share their experiences with advertising in
these books?

Thanks.

Joe Rosenberg
PTG Associate Member