Phone Numbers…In your ads?

Doug Smith - Cincinnati Radio Marketing Consultant
Doug Smith - Cincinnati Radio Marketing Consultant - Rewind 94.9
Phone numbers are everywhere.  You see them on billboards, television commercials, and you hear them on radio commercials.
Every business wants you to remember their phone number, but do you? Without looking, what is the phone number at the top of this page?  Chances are you couldn’t remember and had to look.  The reason?  It’s hard to remember a phone number.  But if it’s hard to remember, then why do so many businesses put their phone number in their advertisements?
Of course, there is always an exception to the rule and the exception for this is if you are fortunate enough to have a catchy phone number.  (My Taekwondo instructor’s phone number is 450-KICK).  Having a number like this is no guarantee someone will remember it, but it does increase your chances.  Even with that said, why take up precious space in your advertisement with something people likely will not remember.
In my opinion, there is only one place that requires your phone number.  Any guesses?  Your website!
If you said Yellow Pages, answer this question:  When was the last time you went to the yellow pages instead of the Internet to look up a business?  Oh sure, you may crack open the yellow pages once in a great while, but the majority of your searches involve the Internet. (What is your yellow pages to Google/Yahoo ratio?)  Plus, with today’s smart phones, people can find you online while on the go.
The ultimate goal of advertising is to make your business the one people think about when they are in the market for the product or service you sell.  Don’t jumble up your message with a bunch of stuff people won’t remember.  Typically you have 2 to 3 seconds to give your message with a billboard, 15 or 30 seconds on television, and 30 or 60 seconds on radio.  Come up with a creative way for people to remember your name and your message.  If your message resonates with your prospective customers, they will remember your name.  Once they know who you are, they will find you when they need you.
So, what is the phone number at the top of the page?  Still can’t remember?  It’s my cell phone…..535-9123.  I’m not lucky enough to have a catchy phone number.

Doug Smith is a Senior Account Executive for WREW Rewind 94.9 and in Cincinnati & Northern Kentucky.  You can contact Doug at  (513) 535-9123 or

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