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I agree with xrac. Yes, there's that "iconic" part of Yellow Pages but when you think about it, the PHONE is the remote control to everyone's life. The last time (about a couple of years ago) that I had a client book any YP listings, the push continued to get them listed in their on-line app, etc. Sorry, don't recall all the details - and I can find out if you want - but it was more of a push to sell you everything else. Sorry - that's the truth. 

Hope this helps!

Matthew Lee
"The Car Count Fixer"
PS: Hey, just opened registration to my new FREE training course - How to Double Your Car Count in 89 Days 

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  • 2 weeks later...

You have to look at it from the numbers. Yes, it's true the majority of yellow page users are at least 65 if not 70 and up. And it's true that listings are virtually worthless.

BUT, it's really inexpensive to have a large display ad these days, and guess what...the competition is almost zero there because all the shop owners are saying the same thing..."Nobody uses the yellow pages any more." So here's the thing, if it's only people that are say 70+, and you have no competition, then with the right ad, designed for THAT specific demographic, guess who's going to get those car owners looking for service? The way the yellow pages are selling ads now is usually in a bundle with their online programs, which can be very effective at driving traffic to your website. It makes the cost almost nothing to have a good size display ad in the phone book in some of those programs.

One of our oldest clients (25+ yrs) runs a full page ad under Auto Repair, and one under Transmission Repair, in four YP phone books in San Diego. Why would he do that if it didn't work, or give him a positive ROI? I can tell you why...the ads are tracked, and the numbers prove it.

Now this is a guy that has 3 locations, just getting ready to open a 4th. He's one of the most successful shop owners in the country. What does he know about branding and marketing that you don't? If your shop is doing healthy 7 figures than maybe you already have the branding and advertising formula down. If you you're not doing those kinds of numbers, maybe there's some things to learn that can help you get there.

A few of the ads are shown below. Notice the branding consistency, and the focus on the demographic. He gets calls from that older group every month, month in and month out.

So there ya have it. A different perspective. Hope it helps.

 

Robert Gould

 

West Auto YP Ad Samples.jpg

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  • 2 months later...

Robert! Nice ads... and yes, I can see the consistency (and imaging). Nice work! I know you said they get calls - and I don't doubt it at all - but have you considered using "tracking" numbers?? Not necessarily to understand which one is pulling better - but as a way of recording the calls, tracking SALES (ie Revenue) and even use a "whisper" message so that the person ANSWERING the phone knows that "this call is from your yellow page ad". 

Make sense? Being that it's in print, you don't have to be concerned as much about having all the company NAP (Name, Address, Phone Number) data "match" - but just a good way to actually know what the ROI is. 

Hope this helps!
 

Matthew
"The Car Count Fixer"
PS: Join me on YouTube and Grow Your Car Count, Income & Profits!

 

 

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Thanks, Matt. Brian has been been my client for over 25 years. He's opening his 4th location now. He's got one of the most successful shops in the country. And yes, tracking numbers are important. They have them. That's why we know they still work and exactly what demographic they work for. 

 

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      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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