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General Marketing

How To Shout Louder (Part 2)

How to Shout Without a New Kind of Message

(back to part one)

What does this have to do with advertising legal services?

You can change the game!

Study the Yellow Pages (or even watch lawyer ads on TV for a few days.) Don’t most of the ads look exactly a like? Having a tiger instead of a face in your ad is not my idea of looking different.

Is there a way that you can change the game? What if you bought space but didn’t market your firm or yourself at all? Wouldn’t that look different? How would you do that?

What about marketing access to quality information that would be useful before you hire a lawyer or deal with the insurance company? See anyone else in your market area doing it that way? Without looking at the Yellow Pages sitting on your desk I can tell you that not one lawyer in a thousand is devoting his advertising exclusively to marketing, not his legal services, but his information.

I am.

In the first step of marketing get their attention by marketing the availability of useful information about person injury claims and the attorney hiring process. Just changing your marketing from about you to offering something that is of great interest to them will make you stand out in the crowd. Talking about you in your ad is all about your ego.
Provoke Them To Call You

Again, looking at the ads in your local Yellow Page directory, can you see any ad which has such a compelling message that you would call that attorney over any other attorney in the directory? Except for the possibility that there is an attorney advertising a specialty practice that no one else is advertising I’ll bet that no ad states a compelling and different reason for calling one law firm over the other.

The offer to make is an offer for information. It could be a free report, a book or a “toolkit”. I have written and published books for my practice. Our Yellow Page advertising says virtually nothing about me or my firm. Instead, we advertise and offer, in the Yellow Pages, books that we have published with these titles:

o Five Deadly Sins To Avoid in Your Virginia Accident Case

o 14 Ways to Guarantee That Your Long Term Disabilty Claim will Be Denied (and you Lose in Court)

o Why Most Medical Malpractice Victims Never Recover a Dime

We’ve just published The Truth About Lawyer Advertising. We can’t keep it in stock.

From over 70 pages of lawyer advertising in our local phone book, we are the only ones advertising access to secrets.

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