You’re trying to think of a medium your law firm’s marketing hasn’t reached yet. You know print media isn’t what it used to be, but you’ve decided to give the Yellow Pages a shot. The cost may be worth it—and since the ad rep will design it for you, it won’t take up too much of your time.

Stop right there!

Ask yourself: what’s the easiest way to design as many ads in as little time as possible? Your phone book advertising representative knows the answer: “By making it look like every other ad we’ve ever made.” They’re not interested in giving you an edge over your competitors, they are selling blocks of space—and using templates is an easy way of streamlining their business.

Of course, this doesn’t mean you should forgo the ad altogether. If you’re going to pursue legal marketing in the Yellow Pages, do it in a way that will get you noticed.

No matter what your ad rep says, insist that your Yellow Pages ad contains:

  • A compelling headline. Don’t waste space blowing up the size of your firm’s name. Grab attention with your unique selling proposition as your introduction.
  • Interesting copy. Always address the concerns that are on your prospect’s mind, and don’t let an ad rep tell you to leave more white space than you need.
  • No clichés. Gavels, eagles, scales of justice, and flags will encourage the eye to sail right over them.
  • An irresistible offer. Your reader will likely search for you online after seeing your print ad, so give him an extra incentive: your free book, CD, or DVD.

For more insider advertising tips, call 888-791-2150 today or click the link on this page to download a free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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