• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
  • ENGINEERS
  • RADIANT & HYDRONICS
  • INSIGHTS
  • MEDIA
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook instagram twitter linkedin youtube
  • PRODUCTS
  • FEATURED PRODUCTS
  • CONTRACTORS
  • BATH & KITCHEN PRO
  • BUSINESS MANAGEMENT
  • HIGH EFFICIENCY HOMES
  • TECHNOLOGY
  • WATER TREATMENT
  • PMC COLUMNS
  • PMC COLUMNS
  • Dave Yates: Contractor’s Corner
  • John Siegenthaler: Hydronics Workshop
  • Kenny Chapman: The Blue Collar Coach
  • Matt Michel: Service Plumbing Pros
  • Scott Secor: Heating Perceptions
  • ENGINEERS
  • CONTINUING EDUCATION
  • DECARBONIZATION | ELECTRIFICATION
  • FIRE PROTECTION
  • GEOTHERMAL | SOLAR THERMAL
  • PIPING | PLUMBING | PVF
  • PME COLUMNS
  • PME COLUMNS
  • Christoph Lohr: Strategic Plumbing Insights
  • David Dexter: Plumbing Talking Points
  • James Dipping: Engineer Viewpoints
  • John Seigenthaler: Renewable Heating Design
  • Lowell Manalo: Plumbing Essentials
  • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
  • RADIANT COMFORT REPORT
  • THE GLITCH & THE FIX
  • INSIGHTS
  • CODES
  • GREEN PLUMBING & MECHANICAL
  • PROJECT PROFILES
  • COLUMNS
  • SPONSOR INSIGHTS
  • COLUMNS
  • Codes Corner
  • Natalie Forster: Editorial Opinion
  • Guest Editorial
  • MEDIA
  • EBOOKS
  • PODCASTS
  • VIDEOS
  • WEBINARS
  • RESOURCES
  • INDUSTRY CALENDAR
  • DIRECTORIES
  • PM BOOKSTORE
  • CE CENTER
  • MARKET RESEARCH
  • CLASSIFIEDS
  • EMAGAZINE
  • EMAGAZINE
  • ARCHIVE ISSUES
  • CONTACT
  • ADVERTISE
  • PME EMAGAZINE ARCHIVES
search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
    • FEATURED PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • EBOOKS
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!

Getting The Most From The Yellow Pages

January 1, 2003
Consumers routinely reach for the Yellow Pages to call a plumber 'right now.' You can keep those calls coming afterward.

Full page? Half page. Double truck? No, maybe a "tip-on" on the front cover? Back cover? Full page with one color. What about position? How do I know where my ad will be in the next book? What works? How do I know?

Most plumbing companies rely on the Yellow Pages as their main source for calls. Residential plumbing service is considered a demand service, which means that it is driven by consumers needing service quickly. And most often they are going to turn to the Yellow Pages for a plumber.

It works - well, most of the time. Let's take a look at three steps to get the most out of advertising in the Yellow Pages:

Track

Assess your Yellow Pages advertising by looking at what you are doing now. How well is your current ad working? Do you really know how well it is working?

Unless you record every call from that particular ad on that particular page in that particular book, you will not have accurate data. So supposing your deadline isn't tomorrow, coach your call-takers into asking where the customer saw your number.

Many companies assume their returning customers don't use the Yellow Pages, but I know they do. And if your ad is hard to find, they may call your competitor, even if they were satisfied with your service.

Ask which book, and which page number. You may be surprised which ads pull more calls. Just think: If your most expensive ad isn't working, and you could drop it, wouldn't it be worth having the data to make that decision?

Next, calculate your cost per call. If you've received 64 calls over a five-month period and your monthly cost of the ad was $500, your cost per call is $39.06 ($500 x 5 divided by 64). Compare that to the average revenue of those calls, and you'll have a picture of how well your ad is doing.

Of course, if you can use a longer time frame, you'll have a more accurate picture. If your cost per call is 30 percent of your average revenue, then a change is necessary. If it is 10 percent or under, then your ad is working well.

Plan

If you are pleased with how well your ad is working and would like more business in the area the book covers, plan to improve the ad. Possible improvements to the ad include the following:
    1. Increase position by buying a bigger size.

    2. Be different. If everyone has black on yellow, try black on white, also called a white knockout.

    3. Improve the design by hiring a graphic designer who specializes in Yellow Pages design.

    4. Say something different in your ads. Be unique. If you do something your competitors aren't mentioning, then say it. Say it big.

    5. Add color.

    6. Buy a premium position, such as the front cover or the spine of the book.



Implement

Be proactive with your Yellow Pages rep. Don't let them contact you and tell you the book closes tomorrow, and you have to have your ad in today. Have your information ready and know what you want. Ask them for several different scenarios. Get prices from them and ask for discounts. You may get substantial discounts for increasing your overall spending, for advertising in a new section or for being the first advertiser in a new section. Ask if they have any current promotions.

Sure, they should be telling you, but maybe they forgot. If you could save a few hundred dollars a year or a month, it is worth asking for any discount you can get. I don't believe in beating up the rep. Otherwise they may not be as quick to share information about an upcoming promotion. They may save it for your competitor whom they also work with.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Worker using the Milwaukee Tool SWITCH PACK drain cleaner

    Pipeline profits: Drain cleaning, pipe inspection create opportunities

    Drain cleaning and inspection services offer lucrative...
    Green Plumbing and Mechanical
    By: Nicole Krawcke
  • Uponor employee, Arturo Moreno

    The reinvestment in American manufacturing and training

    Plumbing & Mechanical Chief Editor Nicole Krawcke and...
    Plumbing News
    By: Nicole Krawcke and Natalie Forster
  • March 2024 Women in Plumbing hero image of woman engineer overlayed by circle of hexagon shapes with numbers from 1 to 10

    Celebrating 10 Influential Women in the Plumbing Industry

    Celebrating Women's History Month and Women in...
    Plumbing News
    By: Nicole Krawcke
close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine
  • Manage My Preferences

AI can boost efficiency and profitability for plumbing, HVAC contractors

AI can boost efficiency and profitability for plumbing, HVAC contractors

IPEX celebrates grand opening of new Florida distribution center

IPEX celebrates grand opening of new Florida distribution center

NIBCO Press Solutions

NIBCO Press Solutions

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Plumbing & Mechanical audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Plumbing & Mechanical or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • J.J. Keller CMV vehicles on road
    Sponsored byJ. J. Keller & Associates, Inc.

    The dash cam game-changer for small business safety

Popular Stories

Integrate a heat pump with a boiler mounted on a brick wall.

How to integrate a heat pump with a boiler for dual temperature hydronic heating and cooling

Plumber using the DEWALT 20V MAX* Plastic Tubing Cutter to cut a white tube.

Making tough jobs easier: Most-used tools by plumbers in 2025

Modern manual laying of tuning water hydronic gas firing conduit supply on metal mesh insulation indoor new house room.

Ten considerations for selling hydronic systems

Nominations for Plumbing & Mechanical's NextGen ALL-Stars are now open. Submit your nomination TODAY!

Events

November 13, 2024

Future Proofing MEP: Navigating the 2026 High Efficiency Water Heating Standards

Join our deep dive into DOE’s new standards so you can future-proof your MEP practice.

EARN: 0.1 ASPE CEU; 1 AIA LU/HSW; 0.1 IACET CEU*; 1 PDH

August 14, 2025

Precision Under Pressure: Optimizing System Performance Through Balancing and Air Removal

We’ll cover how proper air separation and hydronic balancing help maximize operational efficiency, reduce maintenance and minimize downtime.

View All Submit An Event

Poll

Will business be up or down in 2025?

Do you anticipate business in 2025 to be up or down in comparison to 2024?
View Results Poll Archive

Products

The Water Came To A Stop

The Water Came To A Stop

See More Products

2025 Bath & Kitchen Pro eBook

Related Articles

  • Making The Most Of The Yellow Pages

    See More
  • Getting The Most Out of Flat Rate

    See More
  • Oops. The Yellow Pages Blew My Ad!

    See More

Related Products

See More Products
  • M:\General Shared\__AEC Store Katie Z\AEC Store\Images\Plumbing\new sites\classic_hydronics.gif

    Classic Hydronics - How To Get The Most From Those Older Hot-Water Heating Systems

  • 51CHeeKvw4L._SX322_BO1,204,203,200_.jpg

    Hydronic Radiant Heating: A Practical Guide for the Nonengineer Installer

  • building-code.gif

    Significant Changes to the International Building Code 2015 Edition

See More Products

Events

View AllSubmit An Event
  • May 15, 2025

    From Legacy to Leadership: Preparing Your Home Services Business for the Next Generation

    On Demand Whether you're passing the torch to a family member or grooming current employees for leadership, preparing the next generation of leaders is key.
  • October 15, 2024

    The Benefits of Light Cure and Becoming a Certified Installer

    On Demand The Bluelight LED Lining System is the most advanced light-curing system available for laterals and small drain pipes. This innovative, automated technology alleviates the time pressures of other CIPP systems, helping you complete the job on budget and on time – up to 5x faster than other methods.
View AllSubmit An Event
×

Keep your content unclogged with our newsletters!

Stay in the know on the latest plumbing & piping industry trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
    • Supply House Times
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
    • FEATURED PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • EBOOKS
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!