Hi Paul, Last year we did an exercise where every new customer was asked why they called us & the answers were recorded. Majority was by word of mouth with less than 8% being as a direct result of yellow pages advertising. Some of the word of mouth customers may have looked in the yellow pages to get our number though so we need to keep the listing but it raises questions about the worth of an expensive add in the phone book. It was an eye opening exercise & well worth doing. Regards, Alastair, David Lawson's Pianos Australia. ----- Original Message ----- From: "Paul Mulik" <paulmulik at yahoo.com> To: <pianotech at ptg.org> Sent: Thursday, June 21, 2012 9:33 PM Subject: [pianotech] Yellow pages The time has come to renew my AT&T Yellow Pages ad, and I'm questioning whether in this day and age, very many people even use telephone directories anymore. Most of my new customers come from word-of-mouth referrals, which of course is the best advertising of all, and free. One thought I had was, suppose I tuned someone's piano five or six years ago, and they decided the time had come to have it tuned again "whether it really needs it or not," then if this customer checked the yellow pages but did not find my name listed, they might conclude I had gone out of business and call someone else. Opinions? Paul Mulik, Joplin MO
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