Recently, Erik interviewed a lawyer for our other podcast called The Managing Partners Podcast. And he confided that he still advertises in the yellow pages. Find out the 2 reasons why he keeps on doing it for several years.
Erik J. Olson (00:01):
I found him. I found the one guy in the world who still advertises in the yellow pages. What is happening? This is Erik J. Olson. Like it’s true. I can’t make this stuff up, man. I, uh, I interviewed a lawyer for our other podcast called the managing partners podcast. And he confided that he still advertises in the yellow pages. And I was like, what, what, you know, like that Dr. Phil GIF, where he is like, oh, that was me. I, I was shocked. I was shocked that someone actually, I was shocked that the yellow pages are still around first and foremost, and then two that people will pay to be on it. Not in it, on it. Now let me explain. So where I live, which is in Chesapeake, Virginia, I don’t get phone books anymore. Yellow pages or white pages now probably stopping. Gosh, it must be, it means at least five years ago, maybe 10 years ago, stopping then that was like the last time that I actually had one delivered to my house and what they used to do when they did deliver ’em is they would, uh, I’d come home from work.
Erik J. Olson (01:22):
There’d be like, uh, a phone book, uh, in my driveway. And, uh, guess what I did? Well, probably the same thing you’ve done in the past, which is I bent down. I picked it up and I walked to the recycling bin and I recycled it. I didn’t look at it. I didn’t open it. I sure as hell. I’m not gonna put it in my house. I mean, where am I even gonna put the thing? I don’t think I have space for it, to be honest with you. Like, I’d have to like carve out a special place for the phone book. And it’s, it’s the stupidest thing in the world. I mean, it’s like, do people even dial like four 11 anymore? Either? You know, like these things, like they, they come and they go with, with technology, like what, what do I do if I’m looking for a plumber or electrician or a lawyer or an H HP sheet, I go to Google, man, Google find me a plumber.
Erik J. Olson (02:14):
I’ve got my phone here. Let’s I didn’t actually do it week, but that’s what I do. Right. And, and it works incredibly well. It’s on my phone. I press the button and it dials it. So like some of these advertising media are, are just archaic. So like for us, like the phone book isn’t even delivered, um, I don’t know who advertises if I don’t even know if it’s an option around here, but look, this guy did continue to advertise because the way that he explained it, he said, look, Eric, the yellow pages don’t work anymore. They don’t. But I continue to advertise because I have the back cover of the yellow
Erik J. Olson (02:58):
Pages. And I, I explained to him how I used to pick it up and recycle it. And I said, yeah, he goes, I know no one uses it. He goes, but I seen for it. Two things happen. One is when they are walking it back to the recycling bin, they may see my ad on the back. Right. So they don’t have to open it up. They see it on the back. So he gets some brand exposure, but two it’s a, he, he doesn’t want someone else to take that spot that he has had for many, many years. And so, okay. I, I understand what you’re saying, but look, this is, I didn’t say this to him. If he, if he watches this episode or here’s this episode, that’s fine. There’s nothing negative about what I’m about to say, but it’s an in, he’d probably agree with me, actually.
Erik J. Olson (03:44):
I know he would cuz we talked afterwards and, but look, the thing about like continuing to spend money to block your competitors out of advertising in this incredibly weakened, archaic media, yellow pages is you’re spending money in an incredibly defensive posture. That is not a good idea. You do not wanna spend money playing defense. I mean yes. In your business, you’re going to play defense by like hiring a business attorney, having a contract template, drafted up or having insurance. I get that right. But when it comes to advertising and marketing, you’re not in it for playing defense. You’re not, you’re trying to get business out of it. You’re not trying to take business away from other people. And that’s the problem that I have with this who knows how much money he spent on this thousands of dollars? Absolutely. Probably tens of thousands of dollars each year.
Erik J. Olson (04:46):
Nevermind multiply by many, many years, but he’s just trying to block someone else out that money can be redeployed into something incredibly valuable like SEO, like writing content for your website, that’ll live forever. And if it’s written by professionals, it’ll actually get you free traffic for years to come. I would rather send my money that way than playing defense. So I, I actually told him as we were recording that I’m going to, I, I, I, I gave him a, uh, a virtual award for the last guy to advertise in the yellow pages. So congratulations. I found the guy, I found him, I found him. He still exists advertising on the yellow pages.