• by Tricia Despres , January 24, 2006

Back in the day, Judy Albert of Seattle was known for her famous "little green book," filled with her favorite local businesses. Friends and family often referred to the book for Judy's sought-after recommendations.

These days, Judy's Book, Inc. is shaking up local advertising by connecting consumers to merchants through word-of-mouth referrals. The two-year-old company follows the motto that people will trust one another more than they do advertising.

"The market is telling us that our unique approach, combining honest reviews by real people with detailed information about local businesses, is the future of local advertising," explains Andy Sack, chief executive officer and co-founder of Judy's Book.

Businesses can take advantage of free online marketing services by logging on to www.judysbook.com and creating a listing. Once all the vital details are entered, a business can access invaluable customer feedback with a feature called "Rate My Business."

"Judy's Book merchant services allow local businesses to capitalize on word-of-mouth in our online communities and use it to drive new customers through their doors," Sack says. Businesses with high ratings from members receive a free trial of a Judy's Book service, which connects consumers directly to the business via a toll-free number. After the first three calls, businesses can subscribe to the pay-for-call service and receive premium placement in Judy's Book search results.