Is Your Business Phone Number Honest?
Your business is listed in the Yellow Pages
whether you buy an ad or not. Your business is
listed in the Yellow Book and the other phone
books, too, no purchase necessary. Yup, free
listings in the yellow pages. Provided, you have a
business line, in the name of your business, at
the phone company. Advertising your home number as
a "business" can only lead to confusion and a
problem when the phone company finds out.It's as
bad for your company image as having an eMail
account with a free service. Spend the bucks for a
real business number and a real Internet domain.
Once you have an "official" business number, the
trick is to get people to remember your name when
they look in the book. That's advertising's job.
If you stress what's in it for them they will
remember who you are when they go looking. Many
times they go looking a year, or more, after
hearing or seeing your ads. If it is all about
them, they will remember all about you.
Surveys show the majority of people look in the
Yellow Pages for a name that seems familiar,
either through past dealings or because of
advertising or referral. Only the people who don't
have a clue go there to make a decision based on
the ad copy or size of the ad. And color doesn't
make a difference to the clueless.
You have seen it and heard it, "See our ad in the
Yellow Pages". Furgitaboutit! Don't encourage them
to go look for your ad, instead, show them how to
find your number.
Why send 'em to the yellow section where they
could be swayed by ads from your competitors. Most
folks can't remember numbers seen in print or
heard on the radio and few carry around a pad
and pencil. Your job is to help them associate
your name with their ability to find your number.
"In the white pages under B for BIG Ideas
Group"."In the white pages under M for Moritz
Engine Repair. Moritz, M-O-R-I-T-Z."
Keep a little yellow ad if you want, for the
clueless. Use your advertising to help people
remember how to find you when the time comes.
Advertising is for them and then they remember
For more about Yellow Pages, get my article
"15 Tips for Better Yellow Pages Ads"
©2005 BIG Mike McDaniel, All Rights Reserved
BIG Mike is a Business Consultant and Professional
Speaker. His BIG Ideas Group helps business grow
with promotions, special reports, mastermind
groups and seminars. http://BigIdeasGroup.com
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