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Internet Yellow Pages - Reach Out and Type Someone
by Brian D. Chmielewski
Almost every home and business has the yellow pages of the phone
directory. According to the Radio Advertising Bureau's media facts,
over sixty percent of adults say they use the book to locate addresses
and/or phone numbers at least once per week, with seventy-seven
percent going to the book monthly.
Now, compare these statistics to Internet Yellow Pages (IYP's).
Anyone with access to an Internet connection or an online promotions
company can get their own listing, whether they have a web site or
not. Every person with an Internet connection, can let their fingers
do the walking through a phone directory equivalent to the size of,
well, a compilation of every phone book in the US. At this time, most
IYP's cater only to Canadian and US businesses, but the growing
Internet force in the international marketplace will not accept this
The basic function of the yellow page listing contrasts with that of
both search engines and directories. Think about IYP's just as you
would the yellow pages in your phone directory. The phone book is an
excellent directional reference, but it doesn't create demand. By
entering your company's contact information, you will have an
electronic detailed version of your basic phone directory listing.
Therefore, online yellow page listings should be viewed as a crucial,
yet ancillary ingredient in your complete online promotion campaign.
Just as the phone book is useful in locating a service or business
when you have made a decision to buy, Internet yellow pages cannot
create associations between a consumers expectations and a certain
product, aid in product reinforcement or recall, or promote a special
sale or event. In fact, only fourteen percent of people who make
purchases with the yellow pages in hand, say the advertising actually
influenced their buying decisions.
So, how can IYP's actually assist in promoting your online service? A
link from an IYP will bring more traffic to your web site by linking
the product or business listing to you. In fact, thirty-six percent
of consumers do not have the name of a store or business in mind prior
to looking in the directory and consumers often rely on the yellow
pages during emergency situations.
IYP's go beyond the conventional directory, by allowing you to access
listings throughout the world. Most services allow users the freedom
to search by locality, category, state, city, or company name, making
it simple to locate your targeted interest even when you have many
unknowns. This gives businesses a national, sometimes international,
competitive advantage that they never had before.
There is a regional advantage as well. For example, if you know that
product x can be found only in a certain region of the world, you can
locate a source about product x within minutes. If you are the
company that manufactures product x, the potential for exposure is
A few points about IYP's.
Listings Services can strategically place your business into the major
IYP's as well as the top search engines, directories, industry specific
sites and more.
- IYP's make searching for a person or business much faster than
picking up the actual books, and cheaper than calling the operator
if you are already online.
- IYP's present you with a long list of targeted entries, leaving the
extraneous entries out. You can locate a business without having
all of the geographical information about it or search a region or
category for a company name in a certain field. Unlike a telephone
inquiry, you simply scroll down a list of choices until returned
facts look familiar.
- You can update your IYP listing faster than you can in the printed
telephone book, with the option to alter or delete your entry at
any time and as many times as you like without a fee.
- IYP's allow you to have an online presence unknown in the
conventional phone directory, by listing your fax number and e-mail
address in addition to your basic information.