What Happens When a Business Uses a Forgettable Number?

A Cautionary Tale with a Dash of Humour (and a Lesson or Two)

Once upon a time, in a reliably grey and drizzly corner just outside Slough, there was a small but ambitious plumbing company on the up.

They had everything going for them:
✔️ Smart new vans with eye-catching branding
✔️ Glowing reviews from happy customers
✔️ A friendly, reliable team who actually turned up when they said they would

But despite all that promise, there was one small — yet ultimately devastating — oversight.

Their phone number was as forgettable as a Tuesday afternoon. A long, nondescript string of eleven digits with no rhythm, no recall, and no chance of sticking in anyone’s mind.

And what happened next? Pull up a chair because this is the tale of what can go horribly wrong when a business gets everything right… except the number.

Chapter One: The Curse of the Complicated Number

Let’s set the scene.

A promising local plumbing startup had just launched a Facebook ad campaign aimed at nearby homeowners battling leaky taps and unpredictable boilers. The imagery was solid, the message clear, and the call-to-action was more than reasonable. But the phone number?

Well, it was technically there, just hidden in plain sight, long and forgettable, the kind of number that didn’t exactly roll off the tongue… or stick in the memory.

While a few determined viewers did attempt to ring, most of them either:

• Misdialled entirely
• Forgot the number the moment they looked away
• Or worse, assumed it was a scam.

The result? By the end of their first week, they’d received three calls, one of which turned out to be a misdialed number from someone looking for a local cattery.

Chapter Two: Lost in the Jingle Jungle

Not to be defeated, the owners decided to up the ante with a radio ad on the local station.

They had it all planned:

• Voiceover with a friendly northern accent
• Catchy jingle music
• A budget of £1,200 (aka: “everything they had left”)

But the jingle? Oh no.

It went like this:

“Call us now for all your plumbing repairs…
01904… four-nine-six… uh… eight-two-three… wait, that’s not right… start again!”

Even the voiceover guy forgot it halfway through. The ad aired twice before someone at the station kindly suggested, “Have you thought about a catcher number?”

So, Why Does a Forgettable Number Matter So Much?

Here’s the uncomfortable truth:

These days, very few people bother to write down phone numbers. If they can’t remember yours within a couple of seconds, they likely won’t remember it at all, and just like that, the opportunity is gone.

A forgettable number is a bit like a shop with no signage, a website with no search bar, or a pub with no name. It might technically be open for business, but it’s all too easy to miss. And in the world of marketing, invisibility rarely leads to conversions.

Let’s explore exactly what went wrong for our unlucky plumbing firm and how you can avoid the same pitfalls.

1. Too Many Digits = Too Much Effort

Simplicity is key.
Even if you’re working with a longer number, it’s important to format it clearly. Avoid long, awkward clusters of digits; they create friction. Use spacing or repetition to make it easy to read, say, and remember (for example: 0800 123 456).

If your number feels like it requires a deep breath, a squint, and a calculator to dial — it’s already working against you.

2. No Pattern = No Memory Hook

Random strings of digits don’t lodge in people’s minds.
Take something like 0800 496 823 2754 — there’s no rhythm, no structure, no intuitive flow. Compare that with 0800 123 321 or 0800 444 999. The repetition and symmetry provide an immediate memory anchor.

Think of your number as having a melody; the easier it is to ‘sing’, the more likely it is to stick.

3. No Visual Impact

When displayed on vans, leaflets, billboards, or even digital ads, poorly structured numbers are harder to read and remember. A clean, balanced number, like 0333 456 456, looks more professional, stands out, and stays in the mind.

Good design starts with good structure. Your phone number is part of your brand; treat it that way.

The Moral of the Story

Ultimately, the Plumbing startup made a well-judged decision to replace their old number with something far more memorable and easy to recall. The new number was repetitive, easy to roll off the tongue, and instantly recognisable, making it easy to use across all their marketing, from radio adverts and print materials to van graphics. More than just a number, it became a recognisable part of their brand, and it delivered results.

Final Thought: 

It’s easy to underestimate the role a phone number plays in your brand identity. But in reality, it’s one of your most powerful marketing tools, a direct line between interest and action.

A strong number:

• Makes your business more memorable
• Cuts down on missed enquiries
• Enhances your brand presence
• Builds customer confidence
• And if it’s clever or catchy, it might even go viral

Looking for a phone number that stands out?
We help British businesses find smart, memorable, and personality-packed numbers that drive real results. Before you print that next leaflet or record your radio ad, have a chat with us. Your customers — and your call log — will thank you.