Personally I would forget Yellow Pages especially the paper version. If you do go ahead make sure that
every enquiry you receive is asked where they come from. That way you can work out the cost per enquiry. But that's just the start - you then have to remember to work out which ones turn into actual
paying jobs. You will have a heart attack at this stage as each job will be costing you ( my guess trying to remember from the days we used to spend £40k / year on Yellow Pages (paper) adverts) something like £50 -£80 quid per paying job. You should have seen the face of the YP rep, who I had been dealing with for 10 years when I told her this in the late '90's but that's another story.
Cutting to the chase. It can be a very expensive way of getting business and you will be dealing with a lot of 'tyre kickers' trying to get a cheap price at the last moment. If you can live with that the only way to look at things is to say to yourself "This customer has cost me £50 quid to acquire. I haven't really made a profit with this my first job but if I think of their 'life time value' I can sell them some other service / remind them next year to get their drive cleaned again / get them to recommend me to their neighbours and give them a tenner voucher off their next job etc"
It's not rocket science but it is hard and constant. The days of simply advertising anywhere and the business simply coming in 'cos you have spent a few quid are long gone. Think about it, if it was as easy as that everyone would be doing it.
Best of luck. Just e-mail me at
phil.dixon@newlifecleaning.com if I haven't been clear about anything I have tried to put across.
Phil D