Nine Ways To Generate More Response To Your Toll Free Number Advertising*

Are you advertising to generate a response by telephone? If so, here are some general guidelines that can help boost response.

• Have a firm offer: For free literature... To order at a 10% discount... For a demonstration...
• Repeat the Toll Free number at least 3 times in print ads and direct mail.
• Display the number for at least 20 seconds and repeat it verbally as well, in TV ads.
• Use boldface type for the number in text, or reverse the number elsewhere to draw attention to it.
• Put the number in large type in at least one location.
• Display the number prominently and/or repeatedly on the business reply card.
• Use a vanity number for television radio and billboards. For example, 1-800-PICK-ATT. You may also use an easy to remember number such as 1-800-842-2000 (these may be more difficult to obtain than vanity numbers).
• Make vanity numbers easy to dial for print ad readers by displaying the numerical equivalent after or under the vanity number.
• If your Toll free number is answered during certain hours or days of the week, show these in smaller type under your number. You need only show these where the number is most prominently displayed.

Adaptations of this knowledge base entry appeared in Target Marketing’s 1991 Yearbook issue and in Communications Briefings. It was first published in report form in resource kits for attendees of Chicago Direct Marketing Days 1991.