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

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

MORE RESOURCES:

Obama agenda: Campaigns, advertising - msnbc.com

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NYT and WSJ Launch Advertising Campaigns Touting New York Dominance - Editor Publisher

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Five Ways For Twitters Advertising to Not Suck - Fast Company

Starbucks adds USA Today to newspaper lineup, but which paper is on top? - Seattle Times

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fgawker.com%2F5493759%2Fa-little-rain-never-hurt-anyone-except-brangelina-fanaticsamp;usg=AFQjCNEJQ09JZf7DoCcmm4VdPmddjTMDPwimg src=http://nt2.ggpht.com/news/tbn/gotRer531YW4gM/6.jpg alt= border=1 width=80 height=80 /br /font size=-2Gawker/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fseattletimes.nwsource.com%2Fhtml%2Fcoffeecity%2F2011351797_starbucks_adds_usa_today_to_ne.htmlamp;usg=AFQjCNFOdiLO4GmOZrefYQCUoC1wesByrQbStarbucks adds USA Today to newspaper lineup, but which paper is on top?/b/abr /font size=-1bfont color=#6f6f6fSeattle Times/font/b/fontbr /font size=-1bAdvertising/b Age reports that, quot;USA Today actually helped introduce newspapers to Starbucks back in the 1990s, but by 2000 was cast out in favor of The Times b.../b/fontbr /font size=-1a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwashington.bizjournals.com%2Fwashington%2Fstories%2F2010%2F03%2F15%2Fdaily2.htmlamp;usg=AFQjCNGAJiYQ_pLI4pYJYp_iM1fNTDtY5gUSA Today to be sold at Starbucks/afont size=-1 color=#6f6f6fnobrWashington Business Journal/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.thebigmoney.com%2Fblogs%2Fdaily-bread%2F2010%2F03%2F15%2Fusa-today-returns-starbucksamp;usg=AFQjCNGfJ42cWM3AwMAgZZBuH_4PGdshFAUSA Today Back In Starbucks/afont size=-1 color=#6f6f6fnobrThe Big Money (blog)/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.businessweek.com%2Fap%2Ffinancialnews%2FD9EF7UDG1.htmamp;usg=AFQjCNGS5BkF2ELV3BtJzRNy-6YU6O_y9wStarbucks stores start selling USA Today/afont size=-1 color=#6f6f6fnobrBusinessWeek/nobr/font/fontbr /font size=-1 class=pa href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.mediabuyerplanner.com%2Fentry%2F49603%2Fusa-today-challenges-ny-times-on-starbucks-turf%2Famp;usg=AFQjCNGYylmCcWqc1YTZhYg1RtZa8lZsownobrMedia Buyer Planner/nobr/anbsp;-a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fconsumerist.com%2F2010%2F03%2Fthe-new-york-times-may.htmlamp;usg=AFQjCNGHtFparxAh4NEn-VaUJ4XP-Xs40wnobrThe Consumerist (blog)/nobr/anbsp;-a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fseattle.bizjournals.com%2Fseattle%2Fstories%2F2010%2F03%2F15%2Fdaily2.htmlamp;usg=AFQjCNFwYJDyMBAU7nmZ6zhGmgL1lpMNGAnobrPuget Sound Business Journal/nobr/a/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=d6dlFCsf90qO5DMZQTJtTXSOxWi9Mnobrball 30 news articlesnbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

CyberDefender Corporation Announces Fourth Quarter 2009 Financial Results: 205 ... - MarketWatch (press release)

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.marketwatch.com%2Fstory%2Fcyberdefender-corporation-announces-fourth-quarter-2009-financial-results-205-revenue-growth-year-over-year-achieves-positive-operating-income-2010-03-15%3Freflink%3DMW_news_stmpamp;usg=AFQjCNHD5ye-sMjovFPuvblsWEeHfkQmSQbCyberDefender Corporation Announces Fourth Quarter 2009 Financial Results: 205 b.../b/b/abr /font size=-1bfont color=#6f6f6fMarketWatch (press release)/font/b/fontbr /font size=-1bAdvertising/b expenditures as a percentage of revenue again improved significantly on a year-over-year basis. In the fourth quarter of 2009, badvertising/b b.../b/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=d3bePZLAflsp0hMnobrband morenbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

Redgate Media Hoping to Raise About $43M in IPO - New York Times

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.nytimes.com%2Faponline%2F2010%2F03%2F15%2Fbusiness%2FAP-US-Redgate-Media-IPO-Preview.htmlamp;usg=AFQjCNEBQl--caNCtHI0ataAc_lCpkTf9gbRedgate Media Hoping to Raise About $43M in IPO/b/abr /font size=-1bfont color=#6f6f6fNew York Times/font/b/fontbr /font size=-1By AP NEW YORK (AP) -- Chinese badvertising/b company Redgate Media Group will attempt to raise $43 million during an initial public offering this week. b.../b/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=drz4OOCzO3ZxQ1Mnobrband morenbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

Gray TV Sees 4Q Rev Beating Views; Firm In Talks With Lenders - Wall Street Journal

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FBT-CO-20100315-703510.html%3Fmod%3DWSJ_earnings_MIDDLETopHeadlinesamp;usg=AFQjCNFVhSV56PEkMygRpN-V8pRYeqC8NgbGray TV Sees 4Q Rev Beating Views; Firm In Talks With Lenders/b/abr /font size=-1bfont color=#6f6f6fWall Street Journal/font/b/fontbr /font size=-1Gray Television Inc. (GTN) expects to report that fourth-quarter revenue fell less than anticipated as national badvertising/b declines weren#39;t as deep as b.../b/fontbr /font size=-1a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.rbr.com%2Ftv-cable%2F22339.htmlamp;usg=AFQjCNFryIyzcgD0Ycv3yGR0qfoQftlXTgGray Television negotiating with lenders after improved quarter/afont size=-1 color=#6f6f6fnobrRadio Business Report/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.televisionbroadcast.com%2Farticle%2F96380amp;usg=AFQjCNF7yIInL8NAPTZlzBPKOMe6IHpPwQGray Reports Preliminary 4Q amp; 2009 Results/afont size=-1 color=#6f6f6fnobrTelevision Broadcast/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?fd=Ramp;sa=Tamp;url=http%3A%2F%2Fwww.canadianbusiness.com%2Fmarkets%2Fmarket_news%2Farticle.jsp%3Fcontent%3DD9EF9B9O2amp;usg=AFQjCNHKZ5VZiFyBpE99Hx2oaAvgZG7b_gGray Television says slugging ad revenue jeopardizes compliance with financing b.../b/afont size=-1 color=#6f6f6fnobrCanadianBusiness.com/nobr/font/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dZrkT8f3pdl3-fM95ImcF84QvHMqMnobrball 14 news articlesnbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

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