Sorry forgot to answer the original question - yes an 0844 number would put me off and I would look for an alternative on saynoto0870.com. I think 0870 costs the same as 0844/0845 now. Incidentally there is no such thing as a 'local' call rate. From my home phone calls to geographic numbers are free and from my office I pay 1p a minute so a lot cheaper!
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If you consider that around 12% or so of the working poulation is self employed, and around 30% are sole traders (likely status of tradesmen) then from your 4000 you need to do your math to arrive at the true results of that projected .05-1%.
So roughly then, 12% of 4000 = 480.
30% of 480 = 144
1% of 144 = l.4 persons.
As I say, these are rough figures but wont be far adrift even if you are generous with those figures and increase them a few percent, this is the result when you dont aim it directly at your target market.
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Oh interesting topic. I'm just in the middle of rebranding and launching my new website ad I have been thinking fi to use a local area code number or a freephone 0800 number.