Why your business number is an AND not an OR

A custom phone number is an affordable tool that increases the effectiveness of all of your marketing channels. That's why we think of it as an AND not an OR, when clients are determining where to put their budgets.
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When you're looking at your budgets and how you're spending your money, some people will look at, you know, should I do radio or TV, should I do billboards or mailers, or all this stuff. And what I often talk about is a vanity phone number's an "and", because a memorable phone number goes across all those things.
Let's say you're investing in billboards, and you're starting with five billboards. And in some markets, billboards can be $500 a month, in other markets they can be $5000 a month. And let's say you put up those boards and they don't work. You run them for three months and they don't work, and you take them down. Well, you've got nothing to show for it. The billboards are down, they didn't work. Same thing with a TV spot or a radio spot or a bus bench ad.
But if you add the memorable phone number to it and your other marketing, if the boards aren't working for whatever reason and you take them down, the phone number is still on your brochures, it's still on your business card. People can still remember it. So, I always like to tell people when you're looking at your budgets and figuring out how to spend the money, think of your phone number as an and, because it can go anywhere. It's quick and easy to deploy, and as you move things around, when one doesn't work, it's still working on the other. So, start thinking about that when you're kind of thinking about where you're putting your budgets and how to spend the money.
And ultimately, this came from a conversation with a client that said to me, "Well, I'm thinking about spending money but I'm not sure whether I should do this or do this." And that's when we got into the conversation about how it isn't an "or this", it's an "and".