We've been running a full size yellow page ad for several years with the cost being around $16000 per year. We track every call and the big ad has generated 10 times it's cost. We also do radio and tv ads.
If they don't know who you are, how are they going to call you?
Believe me word of mouth is great but if you want to make serious money you must advertise.
Look at Pepsi, Coke, DHL they didn't get there by word of mouth only.
Now I'm not saying this will work for everyone. You must have financial backing(our advertising budget runs $65000 to $75000 per year) and a keen busisness sence to go along with it.
You have to know what your customers want and how you can quickly to get it to them.
