Effective Legal Marketing in Phone Book Ads Is Possible (If It’s Done Correctly)

If you’re a new attorney starting out on his own, you’re probably not ready to consider a phone book ad. Those ads are for big-time lawyers with marketing money to burn, and nobody’s even going to see your tiny ad with their banner blazing across the top of the page.

Not so fast. Yellow Pages ads aren’t what they used to be—which makes it a buyer’s market for advertising space. Companies are desperate to offset printing costs, offering cut-rate deals on ad space for businesses. This also puts you on an even plane with those “big time” attorneys, since your name is right next to theirs, giving you additional credibility in the field.

Of course, none of this matters if your ad doesn’t bring in new clients. So rather than composing the same square of text that includes a firm name and phone number, you opt to create one that will complement your great legal marketing content. This must include:

  • A compelling headline. You have to grab attention and keep it, so make your opening line stand out.
  • Compelling copy. You don’t have much room to make an impression, so make every word count. Don’t leave any more blank space than is necessary for legibility.Phone books ads are a buyers market. Don't sell this medium short.
  • An irresistible offer. You need to have something that will easily lead your reader from the ad to your website, such as your free book, CD, or DVD.
  • A unique, trackable link. You should always set up a unique web link or phone number for each piece of marketing to track the response rate. As long as the ad pays for itself and bring in new contacts every month, it is worth the cost.

Print marketing is just one of the many ways your firm can reach new clients.

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