Directory listings also show your competitors!

I know lots of people that used to use directory services to list their business and they all tell me the same thing after only being with the directories for a short time. Here's the scenario:

Jo Bloggs owns a widget factory. He pays £7 per month for a 1 inch advert in his local directory. That sounds a good deal doesn't it?. Looking in more detail soon eveals the truth behind the so called 'good deal'.

Sam Smith needs a widget so he looks through the local directory and finds Jo Bloggs Widgets limited. Along with Bill Baines Widgets and Zak Zebras widget Co. He looks at the biggest adverts first because they catch his eye first. Great for him... he can also see about 30 other widget makers in his area so he can shop around and get the best deal. The directory has proved excellent for him.

The reality is that Joe Bloggs has helped his potential customers find all of his 'actual' competitors. Where is the business sense in that?. Joe Bloggs saw the light and now has his own website... now his customers come from all over the world and his advertising costs less than 50 pence a week. Not only that, he can change his products, prices, catalogue and services instantly rather than waiting for next seasons or worse still, next years print run. Just by picking up the telephone or sending an email he could change the whole nature of his business.

It makes absolutely no sense at all to advertise your competitors!. Use your own web site. Your customers will respect you for it, and so will your bank manager.