With all the 800-number florists, mattress makers, and lawyers out there, how can you come up with a phone number your customers will remember? Identity consultant Elizabeth Goodgold of the Nuancing Group, in San Diego, says it takes just a little creativity. She offers these rules for numbers that ring a bell.

Be compelling. If you want flowers, there's no better memory hook than a phone number like 800-FLOWERS.

Be simple. A Chicago towing start-up uses the number 800-EASY-TOW.

Use action verbs. The Goose Island Brewing Co., in Chicago, uses 800-GOOSEME.
Fun and easy to remember.

Don't hesitate to use more than seven letters. Liquor By Wire, a liquor-delivery service, uses 800-SPIRITED.

Be funny. Make potential customers laugh. They'll laugh with you and maybe call you, too.

Inc, Magazine February 1999. Reprinted with permission.