Entries in Vanity (1)


Let Your Digits Do the Talking: What Does Your Phone Number Spell?

Jupiterimages/Thinkstock(NEW YORK) -- For some, the 10-digit code others use to call them isn't just a phone number—it carries a personal or practical significance.

Businesses often use vanity phone numbers, or numbers that spell a keyword to advertise their services. But some are choosy about their personal numbers as well because they find emotional or spiritual value in them.

The latter was the case for Jeremy Grodberg, founder of, a website that converts phone numbers to see what words they spell. Grodberg started the site in 1995 because he was moving apartments and wanted a tool to help him find a meaningful phone number.

Grodberg's old number spelled the word "clarity."

This was fitting, because "that's kind of what I was trying to do in my personal and professional life; I was trying to bring clarity to people whether in business or in spirituality," Grodberg said.

Now, callers can reach him at a number that's a little bit less serious but every bit as catchy: One of his current phone numbers spells "pink yak."

Grodberg stumbled upon the catchy number when he registered for new digits using Google Talk, and it was too good to pass up.

"I just get a kick out of saying pink yak," Grodberg said.

When Grodberg started, landlines were more commonly used than cell phones, and mnemonic devices were useful for remembering personal phone numbers. Now, vanity numbers are primarily used by businesses or individuals interested in personal branding, Grodberg said.

A number of companies specialize in securing vanity numbers for business owners who want a recognizable phone number to attract customers' attention.

Zoove, a 6-month-old company, secures and then leases vanity numbers to clients across the country. Most of Zoove's clients are large companies that advertise on television, said Jim Stanley, head of marketing.

William Arruda, a personal branding specialist and co-author of Career Distinction: Stand Out By Building Your Brand, said that most of his clients are increasingly interested in Web-based branding and marketing. For clients with common names, finding and registering a vanity website in their own names is increasingly difficult.

Vanity numbers are ideal for businesses targeting large groups of television viewers or radio listeners because potential consumers can remember the number even when they aren't in a position to write it down, Grodberg said.

Unfortunately for those seeking something a little bit more along the lines of Grodberg's "pink yak," personal vanity numbers are usually quite difficult to secure.

Each phone company has its own policy on handing out customized phone numbers, Grodberg said. Some companies allow choosy customers to pick from a list of several dozen numbers, while others are less flexible.

T-Mobile, for instance, does not allow customers to choose vanity numbers, according to a company spokesperson.

Alternately, businesses and individuals can pay for a customized 800 number.

"I think that as the world changes, each of us is our own little mini brand," Arruda said. "We all are free agents, and the need for having people be able to easily find us is critical in all aspects of our lives."

Copyright 2011 ABC News Radio

ABC News Radio