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How to Make the Yellow Pages a Great Media for You

How to Make the Yellow Pages a Great Media for Your Law Firm Marketing.

\nBy Benjamin W. Glass, III (Fairfax, VA) www.BenGlassLaw.com
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\nIf your community is like most, when you open the Yellow Pages to the attorney or lawyer section, you will find the following:
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\n• Twenty to more than 70 pages of attorney ads
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\n• The front half of the attorney section is filled with full page or even two full page attorney ads
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\n• The inside front cover and the inside and outside back cover are often lawyer ads
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\n• If there is a graphic in the ad it is either a picture of the attorney or picture of a crashing car
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\n• If there is any sort of a “headline” on the ad it is either the name of the firm, a question such as "injured?" or a generalized but totally meaningless statement such as "aggressive legal representation" (sometimes there’s a wasteful heading that says something like “need a lawyer?” No, I was just looking in the L-A-W-Y-E-R section because I need a P-L-U-M-B-E-R)
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\n• There is generally a long list of types of cases that the attorney will handle such as automobile accident, dog bite, slip and fall, or a statement of types of injuries such as back injuries, broken bones, brain injuries
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\n• There is one, or at most two, ways of contacting the firm for information, usually in the form of a “free consultation” as the only offer
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\n• The only way to get information out of the firm, according to the ad, is by calling for a free telephone or in person consultation
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\n• The ads will often contain a list of organizations that the attorney belongs to, making the bad assumption that consumers know or care about what organization you belong to
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\nNow, looking at those ads, begin to imagine taking the name of the attorney or the law firm out of a particular ad and simply pasting it into one of the other attorney ads in the book. If you switched the names of the attorneys and the law firms all around, would it make any difference? In other words, is there any real difference at all between the ads?
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\nAbout Benjamin Glass
\nBen Glass (www.BenGlassLaw.com) is a practicing plaintiff’s personal injury and medical malpractice attorney in Fairfax, Virginia. He is the author of The Ultimate Personal Injury and Practice Building Toolkit