Today I got a phone call from a telemarketer representing one of the BIG telecoms… let me just call them A Top Teley or Big T for short. The conversation went something like this after I answered the phone, “Good Morning, this is WSI how can we help you?”
Big T: Is this WSI?
Me: Yes, how can I help you?
Big T: This is Big T. We noticed incredibly that you are not listed in our yellow pages (yp)
Me: Do you mean listed as a paid ad or in the free listing in the paper version, because we have a complimentary listing in the paper yellow pages.
Big T: I mean as a paid listing in our online yp.
Me: That’s right. We determined there is very low business value in a paid online yp ad listing.
Bit T: What? How do customers find you? We are associated with Google and Yahoo and can get you listed #1 and your business will improve!
Me: First of all, no company is ‘associated’ with search engines in a way that gives them any special treatment. And no one can guarantee #1 organic listing so you must be talking in generalities or about bidding high enough to be listed #1 via sponsored search ads?
Big T: Well… you know, I mentioned Google and Yahoo because I figured you have heard of them. I mean a paid listing in our yp online that will get you to #1 in Google via our yp. We manage your ’stuff’ very well.
Me: Do you understand how search engines work and do you know what you are talking about or are you just reading from a script about how to overcome objections? Because you have already said some things that are borderline baloney or misleading.
Bit T: What does your company do?
Me: Internet Marketing – and we know how to promote our business digitally and the yp is not part of the mix because it is relatively ineffective. Our paper yp listing never generated a call for the last 3 years either.
Big T: Oh… Well, can you prove to me that your methods are better than our yp? We are Big T and you can’t do better than us.
Me: I am not interested in debating Internet Marketing methods with a 3rd party telemarketer reading from a script. Good bye.
The truth about the online yp:
- Online yp is a directory. There are thousands of online directories.
- Directories often are listed high in search engines for search queries if the directory has a high volume of relevant info and is updated regularly.
- Users don’t often go to a directory first, they go to Google first to search. If a directory listing pops up for their search, they need to click on the listing and then often need to rummage around the directory to find info about the item they searched for – and often end up having to click on a web link to get in-depth information. Most don’t click on the directory listing and even fewer bother to rummage around.
- There are better ways to be found online, much better ways.
Big T is trying to replicate their paper yp model online and it is not working very well. So be careful if Big T’s telemarketer calls you with outlandish claims, inaccurate baloney, and even confrontational attitude and scare tactics.
If you ever had good luck with ads in the paper version of the yp (and many businesses did in years gone by) do not assume the online yp directory will duplicate the good old days. You don’t need to pay to be listed in a yp online directory to be found in Google because Google is the new yp.
