The Fallacy of the Yellow Pages
By Trey Stinnett
It has been said “a company isn’t serious unless they are in the yellow pages. Take a look at the book in your local area and find a reputable company.”
Companies in the Yellow Pages are Always Vetted and Reputable: FALSE
Chances are, if you live in Austin, Oklahoma, or Tampa you will find, literally, hundreds of different contractors just in the roofing section. In the information age, it seems that vetting is not a high-priority for the yellow pages. Any company with a few hundred bucks can get an advertisement in the yellow pages. Most, simply target areas that are frequently hit with hail, hurricanes, or other roof-damaging natural disasters. This doesn’t ensure the company is local or reputable, only that they paid for an advertisement in the pages.
Word-of-mouth and Social Networking:
Many companies choose traditional marketing methods to get their name out. There is nothing wrong with this, it is a great way to establish their brand in the market place. However, simply relying on what a company says about itself will always leave you wanting. Even the company that took out the super-expensive two-page ad in the phone book isn’t immune from a little scrutiny. With more and more people becoming actively involved on the internet, and researching before they buy, unscrupulous activity by contractors has been coming under the gun in online forums and social communities. If a company is proud of their services, their work, and their name they will not be afraid to allow customers to voice their level of satisfaction on the internet. A good website, with blogging capabilities, a facebook or other forum-equipped webpages have become a must for companies who want to rise above the fray, and those who are already there have set the bar higher for the rest of the industry. Also, before you choose a company to help you restore you roof, or any part of your home, check with others who have had work done. Many companies will place a sign in the yard of their customers, knock on the door and ask them if they are satisfied with the service and the work performed or to be performed on their house.
So what it comes down to is recognizing the indicators of a great company. Although the yellow pages may be a good place to advertise for various businesses, it is far from and end-all indicator of a company’s standing in the community.
About the Author
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| Trey Stinnett, Centre Tree Contracting
5030 N May Suite 183
Oklahoma City, OK 73112
405-355-3257
If you would like to re-print this article, please contact the author.
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