Let Your Feet Do The Walking…
#1: They work well in the dark…
Summary: "Let Your Feet Do The Walking…"
People often ask me, “Is it worth taking out a Yellow Pages ad?” – usually this is because they’ve looked into it a little, discovered the high cost, and are now trying to find out if they can justify the expense. I know this, because it’s what I did when I didn’t know any better myself.
People often ask me, “Is it worth taking out a Yellow Pages ad?” – usually this is because they’ve looked into it a little, discovered the high cost, and are now trying to find out if they can justify the expense. I know this, because it’s what I did when I didn’t know any better myself.
In the days before the Internet, I’m sure the Yellow Pages worked very well, but not any longer.
You’ve Tried The Rest, Now Try The Best:
Take a moment to open up your local copy of the Yellow Pages or Yellow Book (I don’t want them to feel left out), and let your fingers walk to the following sections – “Photographers – Weddings”, “Photographers – Portrait” and “Photographers – Commercial”.
Unless your area has no photographers, you should see a range of ads from quarter-page to business card size to small 1-inch ads, and many lines of text ads. Some are in red ink, some in green ink and the rest are in black ink. Who jumps out at you? Which ads are screaming, “Call Me!!” from the page?
This is where you think to yourself, “I should probably change my company name to AAAA Photography” so that you’ll be first in the list, but who would call a company with a name like that, expecting top-quality service? No one.
Don’t Follow The Leader:
Obviously, other photographers are advertising in there, so it must the proper thing to do, right? This is where a lot of photographers are falling down. They believe they have to do whatever the competition is doing to advertise, market etc. and then wonder why it doesn’t work. The fact is that most of those studios are not as successful as you might imagine, and many of them are scratching their heads too, as to what to do next.
A Little Off Color:
I have a theory as to how these books acquired the name “Yellow Pages”, “Yellow Book” etc. It has a lot to do with the color you turn realizing how much you paid and how many qualified calls you received in return. Not pretty.
Between the Yellow Pages and the Yellow Book I paid over $4,000 in advertising for one year – you can imagine how “yellow” I felt after that! To begin with, I was so proud of my ads, and I sat by the phone ready for the onslaught of calls I was sure to receive. Nothing. The calls I did finally receive included wrong numbers, people asking me to repair their broken cameras, and the occasional request for a wedding photographer by people who could barely string a sentence together.
In total, 12 months of advertising this way netted me precisely ZERO bookings. I would have seriously had more fun giving $4,000 away – it certainly would have done more good.
The Reason Why:
But why doesn’t the Yellow Pages work? I believe the real reason why this doesn’t work for our industry can be summed up very simply:
“People buy photography for an emotional reason.”
I’ve never seen anyone get emotional just from looking through the Yellow Pages. They let their fingers walk until they find a number to call. They make the call and ask, “How much do you charge?” From that point on, you have a huge uphill battle to get them thinking emotionally about the photography. They probably haven’t even seen any of your work at this point, making it even harder.
In my experience the people that call in response to a Yellow Pages advert are the most dedicated price shoppers there are. All they care about is the price and are after the cheapest then can get. Unless you are the cheapest photographer in town (which I don’t recommend), then there’s very little chance of booking them.
People do get at least partially emotional when they see your work – either online or as part of a display, or from someone that recommended you to them. If they really value the quality of a top photographer, someone who cares about them, then price will not be the major deciding factor and they will be easier to book.
So, my advice to you (for what it’s worth) is to stay away from the Yellow Pages & Yellow Book etc. Keep your valuable advertising dollars for something with a better chance of success. When the sales rep from the Yellow Pages calls you, hang up before they smooth-talk you into something you will regret for at least a year!
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A couple of suggestions:
Websites work very well… Fully optimized (SEO), at the very least a 5 page site with email capabilities.
IYP (Interactive Yellow Pages)
Depending on your area and the competition (if you do live in a densely populated area) I would suggest Search Engine Management (SEM) through Google and Yahoo.
For $333 per month, you could have spent the dollars on pay per click and you would have some insights about your customer based on website click paths and conversion data. You also would have got clicks from brides actively searching for a photographer.
First of all, Dave, IYP stands for “Internet Yellow Pages”…and SEM “Search Engine Marketing”. SEM and IYP is an exellent vehicle for a photography business. IYP marketing with Yellow Pages.com, SuperPages.com, and Yellow Book.com can help locally and they are affordable. SEM, Google has a 55% usage and Yahoo 29% so both are viable methods to reach your potential clientel. However, print is still at 60% usage but dropping. A well placed print ad, whether news print or local Yellow Pages can be very lucrative. Local news print is a good “creative” way to advertise…and yellow pages more “directional”, someone who looks there is already looking for your product or services. The “smooth talking” YP rep’s days are over. My local rep helped me with my SEO, SEM, and my print. My cost per lead is low and I have seen a positive return for 4 years in a row. I believe I now have a great recovery plan when the economy comes back.
Good luck with your decisions to promote your business.
Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..
Matt Hanson