Send em to the White Pages

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.

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 you.

For more about Yellow Pages, get my article "7 Tips Better Ads" MailTo:7Tips@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

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table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.prweb.com/releases/MyWebGrocer/ad_network/prweb1827254.htmcid=1287323162ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNFBjvRaR5Q8gtI822NPXk7NtGZ06ANation’s Largest Grocery bAdvertising/b Network Celebrates Anniversary/abrfont size=-1font color=#6f6f6fPR Web (press release),nbsp;WAnbsp;-/font nobr9 hours ago/nobr/fontbrfont size=-1Colchester, VT -- MyWebGrocer has grown during 2008 to be the largest grocery badvertising/b network in the US by providing relevant, timely and measurable b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.adweek.com/aw/content_display/news/agency/e3i8984cd09f9fc98369b510c931c731293cid=1287123527ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNGDCwvfTvL-McgQBsBIu9aMx5p8QAJP Morgan: #39;09 to be Rocky for Web and Brand Ads/abrfont size=-1font color=#6f6f6fAdweek,nbsp;NYnbsp;-/font nobr13 hours ago/nobr/fontbrfont size=-1That’s because the rocky macro-economic climate has caused performance based badvertising/b to gain market share at a faster rate, a trend that should continue b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.washingtonpost.com/wp-dyn/content/article/2009/01/05/AR2009010502281.htmlcid=1287123527ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNFIT-K1n35ErPE5PGNTMtxRubXjTQpaidContent.org - JP Morgan Sees Long-Term Dominance For b.../b/a font size=-1 color=#6f6f6fnobrWashington Post/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1287123527hl=ennobrall 7 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.wkrg.com/consumer/article/cant_afford_your_car_return_it_free_of_charge/22356/cid=1287042579ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNHP-89L3ceWmAWziTrsv7vBxINqJAimg src=http://nt0.ggpht.com/news?imgefp=zFdbKcFQ8JEJimgurl=www.wkrg.com/media/news4/cache/01-05-2008_hyundai-300x225.jpg width=80 height=60 alt= border=1brfont size=-2WKRG-TV/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.mediabistro.com/agencyspy/the_richards_group/reality_in_auto_advertising_the_hyundai_assurance_program__104859.aspcid=1287042579ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNEh2A7dmr857SBT3xZMeZo5VhjiDwReality In Auto bAdvertising/b: The quot;Hyundai Assurance Programquot;/abrfont size=-1font color=#6f6f6fmediabistro.com,nbsp;NYnbsp;-/font nobr10 hours ago/nobr/fontbrfont size=-1Hyundai#39;s new campaigns is brilliant. The premise is relevant for millions of Americans. You see, under the quot;Hyundai Assurance Programquot; if you lose your job b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.mediapost.com/publications/%3Ffa%3DArticles.showArticleHomePage%26art_aid%3D97739cid=1287042579ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNEDC-AoWTm-TerAze1uuOaArCF0AgHyundai To Nouveau Pauvre: You Can Return Car/a font size=-1 color=#6f6f6fnobrMediapost.com/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.evliving.com/2009/01/05/2041/tempe-dealership-signs-up-for-hyundai-assurance-program/cid=1287042579ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNGiiEdbrRgErFDKQkoMK0IS1ZbW2ATempe Dealership Signs Up for Hyundai Assurance Program/a font size=-1 color=#6f6f6fnobrEVLiving/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.examiner.com/x-1017-DC-Car-Examiner~y2009m1d4-Recession-insurance-lose-your-job-return-your-Hyundaicid=1287042579ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNE7CmsgjEvYClzvO7msRgJXYh6gAwRecession insurance: lose your job, return your Hyundai/a font size=-1 color=#6f6f6fnobrExaminer.com/nobr/font/fontbrfont size=-1 class=pa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://adage.com/article%3Farticle_id%3D133575cid=1287042579ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNG1bBVgE79FR-IIP49OZ6heJcIV0gnobrAdAge.com (subscription)/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1287042579hl=ennobrall 254 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.editorandpublisher.com/eandp/departments/ad_circ/article_display.jsp%3Fvnu_content_id%3D1003926858cid=0ei=RgpjSfnnDpjI9ATak7CZBAusg=AFQjCNHpPXo0Y-cBgaq7Y86N992URcOp-A#39;Newsday#39; Appoints Senior VP/bAdvertising/b/abrfont size=-1font color=#6f6f6fEditor Publishernbsp;-/font nobr9 hours ago/nobr/fontbrfont size=-1By Eamp;P Staff NEW YORK Lee Jones has been tapped to serve as Newsday#39;s senior vice president of badvertising/b with oversight of all national, major retail and b.../b/font/div/font/td/tr/table
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