Will Yellow Pages and White Space Mean a Red Ledger for Your Law Firm?

If you’re at a loss designing your law firm’s web marketing campaign, the best thing is to take a step back and consider what not to do. You can save a lot of time and money by taking a careful, focused approach to your marketing—and that means questioning the conventional methods of advertising.

Here are some of the biggest legal advertising myths out there:

  1. For your TV or radio ad to be effective, people must hear it at least seven times. Don’t let people bully you into buying more airtime with this line. If people who need your services see your ad once, they are just as likely to call you if they see it six more times. What you say is more important than how often you say it.
     
  2. The Yellow Pages don't work. If that were true, all the other attorneys (pages and pages of them) would have stopped paying for these ads long ago. Yellow pages may be a dying market, but it’s obviously not dead yet—and if your ideal clients belong to a generation that picks up a phonebook, an ad there could put you ahead of your competition.
     
  3. Do you believe this popular lawyer marketing myths?“My clients won't respond to [insert type] of marketing.” This is a lazy answer to a complex problem. Instead of coming up with all the ways that new advertising markets don’t work for you, you should be asking, “How can I take what’s being achieved there and use it to my advantage?”
     
  4. White space on an ad "sells." The “leave them wanting more” myth has been around a while. The problem with it is that there are so many lawyers to choose from—most of whom are giving free information away—that your customers aren’t going to take the risk of contacting you to find out what you’re holding back.
     
  5. No one will read "all of that information." Maybe this was true when printing out information was the main way of communicating with your clients, but it’s certainly not true anymore. Now that people of all ages have Internet access, they would rather read as much information as they can before deciding to buy anything—including legal services.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.