You can release your number on an individual call by dialling the number with the prefix 1470 (providing you are a single-line customer connected to a digital exchange).

It depends on what kind of business you run and the kind of ad you have, too. Yellow Pages is the traditional place for people to look for certain businesses – taxis and plumbers, for example. For other businesses, people need to know other things that you can't find in an ad. For example, if someone is looking for bed and breakfast accommodation or a complementary therapist, there's a lot more they'd need to know before making a booking.

Many ads in Yellow Pages fall into the 'institutional' ad category, that is, they just say what the company is, list some of its products and give contact details. The ones that have a better response are the ones that talk directly to their prospective customers. For example, a professional photographer may put in his/her ad that they provide photographs for year books, annual reports, press releases and web sites. That way, anyone looking for a photographer knows that they're the one to contact because the company does what they're looking for.

We used to pay for display ads in Yellow Pages but gave up after YP messed up our ads two years running. Once there's an error in there, you're stuck with it for the life of the book and some more. Now, we use only yell.com, where we can change the bullets to suit what's happening in the business.

We find that many people prefer to search on-line for products and services. When they do approach us, they've usually been to our website, had most of their questions answered and are ready to buy.

The other thing against spending out on YP ads is that you're putting it in a publication that is read by thousands of people who have no interest in what you're selling. Think about how much more effective a campaign you could run for £700, targeted directly at your market. For example, one of our targets is the B&B industry. We spend our advertising budget on approaching them directly through mailshots and in publications that they read. We do similar things for our other target markets.

Good luck with your business! YP may not be the place for you.

All you have to do it download the application from the App store again. It will tell you that you already purchased the application and ask if you would like to download it again. There is no charge for this.

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