Send 'em to the White Pages

Your business is listed in the Yellow PagesYellow Pages". Furgitaboutit! Don't encourage them
whether you buy an ad or not. Your business isto go look for your ad, instead, show them how to
listed in the Yellow Book and the other phonefind your number.Why send 'em to the yellow
books, too, no purchase necessary.The trick is tosection where they
get people to remember your namecould be swayed by ads from your competitors.
when they look in the book. That's advertising'sMost
job. If you stress what's in it for them they willfolks can't remember numbers seen in print or
remember who you are when they go looking. Manyheard on the radio and few carry around a pad
times they go looking a year, or more, afterand pencil. Your job is to help them associate
hearing or seeing your ads. If it is all aboutyour name with their ability to find your number.
them, they will remember all about you.Surveys"In the white pages under B for BIG Ideas
show the majority of people look in theGroup"."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 little
either through past dealings or because ofyellow ad if you want, for the
advertising or referral. Only the people who don'tclueless. Use your advertising to help people
have a clue go there to make a decision based onremember how to find you when the time comes.
the ad copy or size of the ad. And color doesn'tAdvertising is for them and then they remember
make a difference to the clueless.You have seen ityou.
and heard it, "See our ad in the