Send em to the White Pages

Your business is listed in the Yellow Pageswhether you buy an ad or not. Your business islisted in the Yellow Book and the other phonebooks, too, no purchase necessary.

The trick is to get people to remember your namewhen they look in the book. That's advertising'sjob. If you stress what's in it for them they willremember who you are when they go looking. Manytimes they go looking a year, or more, afterhearing or seeing your ads. If it is all aboutthem, they will remember all about you.

Surveys show the majority of people look in theYellow Pages for a name that seems familiar,either through past dealings or because ofadvertising or referral. Only the people who don'thave a clue go there to make a decision based onthe ad copy or size of the ad. And color doesn'tmake a difference to the clueless.

You have seen it and heard it, "See our ad in theYellow Pages". Furgitaboutit! Don't encourage themto go look for your ad, instead, show them how tofind your number.

Why send 'em to the yellow section where theycould be swayed by ads from your competitors. Mostfolks can't remember numbers seen in print orheard on the radio and few carry around a padand pencil. Your job is to help them associateyour name with their ability to find your number."In the white pages under B for BIG IdeasGroup"."In the white pages under M for MoritzEngine Repair. Moritz, M-O-R-I-T-Z."

Keep a little yellow ad if you want, for theclueless. Use your advertising to help peopleremember how to find you when the time comes.Advertising is for them and then they rememberyou.

For more about Yellow Pages, get my article"7 Tips Better Ads"MailTo:7Tips@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights ReservedMike@BIGIdeasGroup.comBIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,http://BIGIdeasGroup.com

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

A bigger-than-expected drop in existing home sales and Ford's worst earnings report ever weighed on the market

The club-store chain warns earnings will fall short of estimates because of higher food and energy costs

To lower their overall default risk and protect profits, some card issuers may reduce your credit limit. Here are tips for keeping it steady

One pro believes a deal could be in the cards for casino operator MGM Mirage, whose big investors include Kirk Kerkorian and Dubai World

On deck: consumer confidence, GDP, employment costs, ISM manufacturing index, car sales, construction spending, and the employment report

Analysts' opinions on stocks in the news Thursday

Stocks in the news on Thursday

CEO Steel says he has no plans to issue shares, but analysts say Wachovia may be forced to raise capital as its loan portfolio deteriorates

While healthy banks can benefit from naming rights, some money-losing firms with expensive deals—like Citigroup—could lose out

Despite boffo quarterly earnings and record Mac sales, Apple's announcement that margins will soon shrink had investors reeling

The bank's better-than-expected quarter bolsters arguments that it can manage the credit crisis. But analysts worry about more losses from its Countrywide unit

A reputed stronghold for investors, the drugmaking sector faces increasing risks: fewer prescriptions filled, patent expirations, and FDA rejections of new drugs

Given the biotech's promising pipeline, Roche's CEO may need to raise his $43.7 billion offer to buy out Genentech's minority investors

Price-earnings ratios are one way investors determine whether equity prices are cheap, expensive, or fairly valued. But are they the best way to gauge stocks?

On deck: leading indicators, home prices, home sales, durable goods orders, and a ton of earnings reports

The CPI's 1.1% June climb was higher than expected, but analysts also didn't anticipate the increase in U.S. industrial output

Surveys make it plain that the bad news about Britain's economy will only get worse in coming quarters, and that recession may not be far off

The 62,000 decline in U.S. nonfarm payrolls, along with a pop in weekly initial jobless claims, bolsters the case for recession

In a widely expected move, the European Central Bank raises its benchmark interest rate 25 basis points, citing medium-term inflation risks

Unemployment is rising, housing prices are plunging, and oil prices are sky-high. Yet the Fed has decided to stand pat.

From an economist's point of view, the "core" rate counts more than the "headline." But the Fed will have to pay attention to both

Read about the candidates' stance on the economy, housing, immigration, and more

Nest egg looking a little fragile? Chances are you need to rethink your old investment tactics—and consider a few new approaches. Our Annual Retirement Guide can help

Retirees with plump nest eggs can be targets for unscrupulous financial advisers who rake in hefty fees with promises of huge returns

When planning for retirement, make sure you know how these rules could change your financial picture after age 70

Take these steps to protect your golden years: Cut expenses, consider refinancing, and make yourself indispensable at work

Uncle Sam wants laggard 401(k) account holders to beef up their savings by channeling contributions into diversified default investments

BusinessWeek's Special Report for baby boomers offers investing advice for those who expect to retire in the next 15 years

Unlike last summer, many heating oil companies are not offering prepayment plans. But you can lower your bills this winter if you act now

Investors can profit in a Presidential election year if they learn to read the tea leaves

In a tough economic climate, many Americans are choosing to just walk away from their mortgages. Is that a good idea?

Some insight as to why Rob Arnott, investment guru and chairman of the advisory firm Research Affiliates, is still "The Bear"

Here's a guide to investing in oil no matter which way the price swings

Though rates have dropped dramatically, some online banks are offering as much as 3.5% for savings accounts. It pays to look around

For those trapped in auction-rate securities, a few rays of hope are emerging

Good ways to invest in the makers of dog food, coffee, eggs, gasoline, beer, and other everyday items whose prices are streaking skyward

As a result of the subprime mess, the market is drying up. Here are some tips for finding student loans at banks

The next President could make big changes to the ways Americans invest and save for retirement

Why the worst may be yet to come as forces battering the market gain strength. And the remedy coming from Congress? It's likely to fall short of the mark

Chicago-based Neumann Homes went bankrupt last November, leaving a trail of wreckage in its path. Its worst victims? Homeowners

A high salary goes only so far if the cost of living is even higher. If you want your dollar to go further, maybe it's time to relocate

By April, 2009, hundreds of thousands of option ARM mortgages will begin resetting, bringing on a fresh wave of foreclosures

Many of this year's top U.S. philanthropists are keeping their money close to home

For Enterprise Rent-A-Car, giving back is linked to the primary business. That means planting 50 million trees over 50 years, for starters

Philanthropic outfits increasingly are adopting PR programs to achieve their goals. Here's why some old PR objections are no longer valid

The Tap Project, the agency's first new campaign in 50-plus years, kicks off Mar. 22 to raise funds for clean drinking water in developing countries