When to Use Vanity Numbers

I recently emailed someone and received their out of office reply which suggested that I could call the company’s vanity number, 800-JKL-MNOP (numbers are made up to protect the guilty).  So it got me to thinking, when is the right time to use the vanity number, and when is the right time to spell out the numbers?  While writing the letters out was much easier than memorizing a number for the author of this out of office reply, was it easier for the recipients?  The answer is, “no.”

A vanity number serves one main purpose.  It’s easier to remember.  In a fleeting radio commercial, YouTube ad, or billboard, helping somebody memorize 7 digits in mere seconds is a daunting task, that if done effectively is the difference in making the sale or not.  A consumer would gladly peck their way through the alphabetic code when faced with the alternative of speed memorization of random numbers.

However, hunting and pecking your way through a phone number is still a pain in the rear.  So, unless you are advertising on a fleeting medium, always write out the numbers for the folks, for example “Call us at 888-JKL-MNOP (888-555-6667).

Put yourself in others’ shoes… you wouldn’t want to deal with the letter to number translation, so don’t force it on customer that you want money from.  That doesn’t mean abandon the vanity number.  The example above lets you have your cake and eat it too.  It provides the customer with the easy dial option, but also implants the vanity number for easy recall when it is someday needed.