| Your business is listed in the Yellow Pages | | | | |
| | | | Yellow Pages". Furgitaboutit! Don't |
| whether you buy an ad or not. Your business | | | | encourage them |
| is | | | | |
| | | | to go look for your ad, instead, show them |
| listed in the Yellow Book and the other | | | | how to |
| phone | | | | |
| | | | find your number.Why send 'em to the yellow |
| books, too, no purchase necessary.The trick | | | | section where they |
| is to get people to remember your name | | | | |
| | | | could be swayed by ads from your |
| when they look in the book. That's | | | | competitors. Most |
| advertising's | | | | |
| | | | folks can't remember numbers seen in print |
| job. If you stress what's in it for them | | | | or |
| they will | | | | |
| | | | heard on the radio and few carry around a |
| remember who you are when they go looking. | | | | pad |
| Many | | | | |
| | | | and pencil. Your job is to help them |
| times they go looking a year, or more, after | | | | associate |
| | | | |
| hearing or seeing your ads. If it is all | | | | your name with their ability to find your |
| about | | | | number. |
| | | | |
| them, they will remember all about | | | | "In the white pages under B for BIG Ideas |
| you.Surveys show the majority of people look | | | | |
| in the | | | | Group"."In the white pages under M for |
| | | | Moritz |
| Yellow Pages for a name that seems familiar, | | | | |
| | | | Engine Repair. Moritz, M-O-R-I-T-Z."Keep a |
| either through past dealings or because of | | | | little yellow ad if you want, for the |
| | | | |
| advertising or referral. Only the people who | | | | clueless. Use your advertising to help |
| don't | | | | people |
| | | | |
| have a clue go there to make a decision | | | | remember how to find you when the time |
| based on | | | | comes. |
| | | | |
| the ad copy or size of the ad. And color | | | | Advertising is for them and then they |
| doesn't | | | | remember |
| | | | |
| make a difference to the clueless.You have | | | | you. |
| seen it and heard it, "See our ad in the | | | | |