Specifically, it was about what can happen if you fail to check to see that the phone number is correct. And how easy would that be to miss? It’s like your mailbox – you see it all the time, but do you ever notice if a number has fallen off?

Anyway… the first story was about a marketer who spent a bundle on glossy-print, 100-page catalogs. She had laid it out perfectly, included attention-grabbing copy, and was primed for that catalog to bring her sales and more sales.

When it went into the mail and her copy arrived, she took one look, pulled out her wastebasket, and threw up.

There on every one of those 100 pages was the WRONG phone number. Fortunately, she was able to buy the phone number that was printed so disaster was averted.

In another example, a bank had a billboard made… and that phone number wasn’t just wrong, it was the number for an “adult” phone service.

OOPS!