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