Online Yellow Pages Listing, Good?/Bad?

Question

I'm sure some of you guys must also own some kind of business. I was wondering if any of you have tried advertising with any of the Internet Yellow Pages companies and if it got you much business? Most of mine has always been word of mouth and just a small advert in the local Yellow Pages. However, DEX handles the Yellow Page accounts for our local phone company which is AT&T, and they for some reason have started listing me (and charging me $45 a month extra) in their online Yellow Pages too now. I don't remember ever authorizing this and I'm in the process of getting it removed.
There are other online Yellow Pages that have me listed for free. I don't remember ever getting a call from a customer who said they found out about me online though. But I know more and more people are dropping their land-lines in favor of cell phones, and those people won't get a directory from AT&T, so I'm wondering if very many of them will look at online directories? There are other local free directories that get dropped at every door in my area besides the one AT&T puts out too. I'm guessing that most people with a cell phone will just use those most of the time. So right now I'm thinking that I may have to start advertising in that one also. But I can't imagine the online directories will do me much good. Are any of you getting much business from them?

Answer 1

Charles,
Check very closely regarding the DEX online subscription. Contact your DEX business representative and discuss the matter. I think most of the US is handled out of the Denver, CO office, but your rep might be elsewhere.
The reason that I suggest this, is there is a scam afoot. The call comes in from someone telling you they are with [insert your local phone service provider here], but they are not. The caller goes on to say that they are just updating your free listing. At this point, verification of your business name, address and phone number will be read to you, for you to verify. What usually happens then is the caller asks for your name, and usually asks for you to repeat it. Now, one of two things will likely happen:
1.) caller says that they [insert your local phone service provider here] have partnered with an online listing service to defray the cost of the free listing. You will be asked to listen to a sales talk from a representative of that partner company, and some innocent questions will be asked. You will be constantly reassured by the original caller, that you will be under no obligation to acquire this extra service, and phrases like, "I see that you do not currently have this service, so we'll not add anything to your bill. You do not have to authorize the service, and when you hang up, nothing will be added to your bill." This is bogus and trust me, something WILL be added to your bill from [insert your local phone service provider here]. It'll usually appear in fine print on the last page, or so, of your bill.
2.) caller takes down your name and then uses that, plus the verified info to add an online service (often billed as Web hosting) to your account. A recording of your call will have been made, and when you contest your signing up for the service will often be played back via a conference call with your service provider and this third party. You'll be surprised at what that recording has in it.
If you did not sign up for the DEX (if it really is - check the billing carefully and do verify with your DEX rep.), you can contest the charges. DEX knows about the scam and between them and your telephone service provider, will work hard to not only get this stopped, but to remove all charges. A few phone calls to both DEX (first) and to your provider, will likely result in a credit.
Now, to your question: I do not advertise in the Yellow Pages (any flavor), nor do I do any online Yellow Pages ads. In 38 years, I have never gotten one job that came from even my free listing in the business section of any Yellow Pages. I've only had two legit meetings with callers over that time, and maybe six "stiffed" meetings, that wasted some time.
Were I doing weddings, events or portraits, I'd view the Yellow Pages advertising differently, than advertising work. Because of the calls, based solely on my location, I almost wish to do a small ad, stating, "I do not do weddings, events or portraits," just to keep those calls to a minimum.
Good luck, and first read your AT&T bills very closely, followed up with a call to DEX and then to your AT&T rep. Phone companies are caught in a federal loophole, where they are responsible for third party billings. All it takes is a caller asking for innocent data from you, like business name, address, phone number and carrier, and then your name.
Hunt