by Philip L. Franckel, Esq., President 1-800-HURT-911, Inc.
the Vanity Number For Lawyer Advertising 1-800-HURT-911®
when you're HURT in an accident call 911, then call 1-800-HURT-911 K
You need a vanity number for advertising. But what's the value of a vanity number? That depends upon the vanity phone number, what it's used for and whether you are a licensee, buyer or seller (vanity telephone numbers cannot be sold, but can be transferred, however, this is a topic for another discussion). 1-800 vanity phone numbers and 1-888, 1-877 or 1-866 vanity numbers using other area codes are like diamonds. All diamonds are rare and come in many different qualities. "D Flawless" diamonds with perfect proportions are the rarest of all. There are thousands of vanity telephone numbers, but probably no more than 3 or 4 "D Flawless" vanity telephone numbers for any particular field of business, such as lawyer advertising.
The "D Flawless" of vanity telephone numbers is, first of all, 1-800. Other toll-free area codes are worth considerably less. The "D Flawless" of 1 800 vanity telephone numbers also must have no more than seven letters; be easy to spell; easy to remember; and be suitable for branding. Lastly, the "D Flawless" of 1-800 vanity telephone numbers must have a matching web site domain name in the format of 1800NUMBER.com and should have many other web site domain names to protect the name. The web site domain name must have a 1 in front of the 800 and have no hyphens or dashes. For 1-800-HURT-911®, I have more than 20 domain names including 1800HURT911.com, 1-800-HURT-911.com, 800HURT911.com, HURT911.com, www.HURT911.org and many others. Vanity numbers should be protected by a U.S. Trademark. If your vanity number isn't protected by a U.S. Trademark, make sure your use doesn't violate an existing trademark. I have seen several 1-800 vanity telephone numbers advertised on TV which are unknowingly violating the trademark of a number with another area code. The 1-800-MATTRESS case is a famous example where a company with 1-212-MATTRESS was able to acquire 1-800-MATTRESS due to the violation of the previously obtained trademark on 1-212-MATTRESS.
Checklist for A "D Flawless" Vanity Number:
|No more than seven letters|
|Easy to spell|
|Easy to remember|
|Suitable for branding (See Branding vs. Direct Response)|
|Web site domain name in the format of 1800NUMBER.com|
|No Trademark violation|
|No words with possible ethical violations such as "WIN" (for lawyers)|
Almost any 1-800 vanity telephone number with no more than seven letters should be considered a top tier 1-800 vanity telephone number. While a vanity telephone number with another toll-free area code such as 1-888, 1-877 or 1-866 is substantially less effective than a 1-800 vanity telephone number, it is still valuable to increase advertising effectiveness and should definitely be used if a 1-800 vanity number is not available. Numbers using more than seven letters are less valuable because 90% of cell phone callers will not be connected if they dial extra digits.
There are different uses for 1-800 vanity telephone numbers which affect the value of the number to the company using it. For instance, the user may be interested in using the telephone number strictly for sales, either on a local basis or a national basis. Alternatively, the user may decide on a combination of using the number on a local basis and licensing out territories to other companies. The user may be interested in licensing use of the telephone number to other companies or advertising agencies, either for exclusive use or for shared use, in any of the 210 television broadcast markets. Finally, the user may be an advertising agency interested in using the 1-800 vanity telephone number as a method to enhance advertising agency services.
One method of determining the value of a 1-800 vanity telephone number is to compare it to real estate. Since use of a 1-800 vanity telephone number can be licensed in 210 television broadcast markets, the vanity number is similar to a building with 210 rental units. The difference is that a vanity telephone number does not have the costs associated with a rental building, such as real estate taxes, maintenance, depreciation and the need to legally evict tenants who do not pay rent. In this manner my number 1-800-HURT-911® can be valued in one of the two methods as follows: 1) My share of income from among many other lawyers advertising in New York during the course of one year produced legal fees in the amount of $1 million. Since a building in New York City has a value of approximately 15 times rental income, 1-800-HURT-911® would be worth approximately $15 million for New York City alone. 1800HURT911.com® and HURT911.org is also the largest personal-injury research web site on the Internet with many thousands of visitors every month. I would consider selling HURT911® for it's value in New York City and I would throw in the rest of the country for free. 2) Potential annual license income from all 210 TV markets is $2,674,224. Two competitors operate in 60 to 65 of the largest markets. If 1-800-HURT-911® were to be licensed in the top 30% of TV markets, total annual income would produce $1,960,848. A manufacturing business can be worth 5 to 6 times income or 8 to 10 times cash flow, however, licensing a vanity phone number is very different than manufacturing and more like commercial real estate.
The most valuable use is for a company which has a large advertising budget for national sales. The reason for this is that a good 1-800 vanity telephone number can result in substantially reduced advertising costs or conversely, substantially increased sales. For instance, one study reported that a good 1-800 vanity telephone number used in radio advertising produced 14 times more telephone calls than a 1-800 numeric telephone number. Even more dramatic results can be expected with billboard advertising. TV advertising results can be substantially improved when a good vanity number is used. Results are so dramatic that even vanity numbers that are not so good are used in advertising wherever possible.
If the advertiser is a company planning on a very large advertising budget, such as one well known mortgage company which you see on TV every day with a budget of over $100 million/year, you can understand how a good 1-800 vanity telephone number is worth quite a few million dollars. A good 1-800 vanity telephone number making a large TV advertising campaign twice as effective or more. Add up the benefits over 10 or 15 years and just having a good telephone number can make a difference to the tune of $500 million or more.
1-800-HURT-911 is a brand with a built-in message saying if you're hurt an accident, you need legal help fast. The slogan "When you're HURT in an accident call 911, then call 1-800-HURT-911" reinforces that message. 1800HURT911.com matches the vanity number, is professional looking and helps build a substantial image in the consumer's mind because the website has hundreds of pages with an extraordinary amount of free research without a hard sell.
If you're considering TV lawyer advertising and would like information about advertising with 1-800-HURT-911 or 1-800-USLAW-911, seeor send Philip Franckel an email at HURT911®. Reserve your exclusive territory now before it's too late. Advertising Agencies Protected.
See my other articles on lawyer advertising:
What Lawyers Should Know BEFORE Advertising
What's the Best Media for Lawyer Advertising?
Testing a Lawyer Advertising TV Campaign, How Long to Test?
How to Grow Your Personal Injury Law Firm Aggressively
Yellow Page Advertising For Lawyers, Cost Effective?
Basic Ethics For Lawyer Advertising
Advantages and Disadvantages of Group Lawyer Advertising
How a Personal Injury Lawyer Can Get New Clients Without Spending a Lot of Money on Advertising
Should Your Law Firm Have A Web Site?
How to Pick A Domain Name For Your Law Firm Web Site
Branding Your Law Firm vs. Direct Response Advertising, What You Should Know
1 800 Vanity Telephone Numbers, What Are They Worth?
Should Lawyers Be Allowed To Advertise?
Distribution Rights: This article may be freely published with the following title and byline: "1-800 Vanity Telephone Numbers, What Are They Worth?, by Philip L. Franckel, Esq., President 1-800-HURT-911, Inc., providing vanity telephone numbers for lawyer advertising and resources for people HURT in an accident at www.1800HURT911.com"
About the author: Philip L. Franckel, Esq., is President of 1-800-HURT-911, Inc. Mr. Franckel personally built www.HURT911.org, which together with its matching 1-800 vanity number has become a valuable brand. The website, also addressable from 1800HURT911.com and many other domain names, is the largest personal injury research web site on the internet with over 170,000 hits per month. Mr. Franckel is an expert on 1-800 vanity telephone numbers, advertising, web site construction, search engine optimization and internet key word bidding. Mr. Franckel has been a personal injury lawyer since 1989, was a Member of the Board of Directors of the New York State Trial Lawyers Association, and has extensive business experience in many other diverse businesses including the advertising industry, having worked in television production on TV commercials such as Diet Coke, American Airlines, Bayer Aspirin and Fuji Films with Illustra Films Worldwide, and with ABC on Monday Night Baseball and Wide World of Sports.
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