This is not a blog about a scientific study, but rather an anecdotal story to make contractors think twice before re-upping that Yellow Pages ad.

Evidently the Yellow Pages were delivered to my house a week ago. They plopped it on the front porch. However, since we always enter through the garage door and nobody visits our house in Michigan during the month of February, it went unnoticed. The only reason I knew it existed was because they interrupted my dinner by calling me and telling me they had dropped off the book.

Now I was ready to throw the book in the recycling but as any smart man would do I asked the wife if she had any reason to keep it. I asked this because I had no idea where we would even put the book, plus I may or may not have been in a post-Valentine’s Day doghouse.

My wife, who is about 25 years away from appearing on the television show Hoarders, shook her head no and told me to pitch it. This is a woman who clips coupons she is never going to use and can’t seem to throw away that VCR that's sole purpose is to collect dust on the basement shelf.

Now I am not a marketing guru and I am sure the contractors reading this know their audience a lot better than I do. But, do yourself a favor and consider this the next time your Yellow Pages rep calls.