If you are looking for a quick and easy way to prospect for new clients in your local area without using the Internet, there is an old-fashioned way of prospecting that requires nothing more than a phone book – the Yellow Pages. Take them out of the attic, they are still useful!
Here’s what you do:
- Open up the Yellow Pages to the business category that fits the profile of the clientele you want to do business with
- Scan the ads in that section of the Yellow Pages to see who has purchased the quarter page ads or larger
- Circle all the large ads with a big red marker
- Compile a list of businesses whose ads you circled – include name of business, type of business, address, and phone number
- Send a personal letter to the business owner asking for a meeting to show them what you can do for them
- Follow up with a phone call
Note that this works best for business-to-business professionals. If you target consumers then the Yellow Pages won’t help you. But many B2C businesses use the White Pages as a cold call list. The Yellow Pages can help you plant a seed in your local community by targeting known paid advertisers of a certain business type.