by Tom Egelhoff
When you do a radio ad resist saying, “Look for us in the Yellow Pages under (your industry listing). Instead direct them to the white pages instead. Look for us in the white pages under (your company name).
Why? Because your competitors are all around you in the Yellow Pages. In the white pages you’ll be all alone. And it re-enforces your company name in the mind of the consumer. They are learning to identify your name with your industry.