The truth is the days of looking for businesses locally using paper based directories is over. More people look for businesses using phrases like "plumbers in taunton" using Google than via any other means. We are almost permanently connected to Google via our PC's or phones and so it makes sense to advertise effectively on the most convenient service that people will use.
When making such a search you will notice at the top of the results, often before the no.1 organic website listing you will find Google Places.

Our Google Places service gives you the opportunity to appear in the top Google Places listings everytime. We know how to get you there beating in some cases thousands of other businesses.
In summary:
1st page of Google for local phrases relevant to your business for a one off fee of £99*!
For this fee we guarantee to get your site onto Google Places and the Google results page within 1 month. Just this small piece of high-profile marketting can drive hundreds of new leads to your website. It really is fantastic value.
* all prices exclude VAT