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Yellow Pages phone book is close to worthless. Video is proof from others.
Search engines are the normal first place for people to start their research.
at 1:16 the man has it right Google Everything, Google Everything, Google Everything.
Can you be found when you a Googled?
3:45 This guy spent $18000 a MONTH on YellowPage ads. That is high and does not have as high of a return as optimizing your site. Paying for YellowPage ads really has no long time benefit for your search engine rankings. You stop paying; your leads stop coming in.