For years we watched Yellow Pages strong -arm florists into buying ads at extreme prices. The more they think they’re worth, the more you pay.
In many cases, a retail florist will contact Yellow Pages to advertise. Then Yellow Pages will tell the florist they can cover an entire area for just a few dollars more. Once the shop bites, they get wider and wider in coverage and keep it reasonable in the first year.
When the florist sees the calls and orders coming in, they get hooked. That doesn’t necessarily mean they're making any money, but they do have volume.
Because too many shops do not market for the second order, this is a “one-hit wonder” because there is no second order without continuing to pay YP.
You may notice shops that are local leaders that have expanded because YP made it easy. You don't see them on Google Pay-Per-Click because then they really get coverage and pay as they go.
You see, the most important thing to remember about YP is they don't let you out for an entire year. If more shops would hang in there and stick with Pay-Per-Click, they would also do well. But with Google, you can quit whenever you want, so anytime the florist gets slow or cash flow gets tight, they quit.
That’s right, even though Google makes them money, they quit.
This is why you see shops that truly want to gather orders using YP, because it makes it easy to feel the waters. While there is nothing wrong with this, the sad part is the use of the Milwaukee location. YP puts that in there and the shop follows along. So it seems they SERVE Milwaukee and they do.
This is the deception and it is from Yellow Pages. Because, the shop will take that order and wire it back to the Milwaukee area.
Once again, I am not saying this is bad because this is the industry today. If more local shops get in the game, they will take back their orders. This is exactly what I do. I get shops back in the game and this happens to be a city I am working in right now.
If you want to get more orders, you have to get in the game. Not accepting orders doesn't work - you only hurt the industry. These marketers will continue to exist by filling an order that you missed. So target the recipient, there’s nothing wrong with that.