iphone 4GB how to erase "my number"

[osin]

Because I'm selling my 4GB iPhone I restored it to default settings in iTunes, but my number still shows up in iTunes and also in Contacts (SIM card removed).

anyone knows how to remove it?
and what else should I do before selling it?

 

[fireshot91]

Do the Restore in Settings. It takes a good 4 hours, but everything is wiped.

 

[abijnk]

Restore it again through itunes, but this time, after it reboots and comes up with the "Set up as new phone or restore from backup blah blah" just unplug it and shut it off.