BFH> I have asked a few poeple if it pays to advertise 
 BFH> in the phone books. Most
 BFH> tell me it is marginal, that few calls or business 
 BFH> really comes from that.
 BFH> They just get more junk mail. 
Yes, we do get more junk mail and more junk faxes, but the number of 
customers we have got from Yellow pages and white pages listings makes it an 
economical form of advertising when compared with flyers, coupon books, and 
door hangers.  It's much more economical than newspaper and TV ads.  We work 
this out by keeping track of how each person heard about us, and dividing the 
number who heard about us from the phone listings by the amount the listings 
cost.  That gives us a cost per customer, which we can then compare with the 
cost per customer of other sources.
--- Maximus 2.01wb
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