One of the hardest things to do is sell yourself or give yourself a positive review. What would a letter of recommendation for yourself look like? It’s hard to do properly and can be a deal-breaker for online legal marketing or Yellow Pages law firm advertisements.

There are some things to keep in mind when trying to attract potential clients through a successful marketing campaign. Here are some dos and don’ts of pulling in clients through successful headlines:


  • Get their attention. How you do that should fit with the personality of your firm and what kind of clients you’re looking to work with.
  • Get them interested in what you have to say. Start a conversation through the ad that they’ll want to continue by contacting your law firm. Give them a little teaser of who you are and what you offer.
  • Imagine you’re trying to get them to read a newspaper article. Would your headline pull them in or would they move on to the sports page? 


  • Talk about yourself. You can bring up qualifications later, but that’s not what will pull them in.
  • Put your name, your law firm name, or one of your practice areas as the headline. They don’t want to hear about you yet and a practice area isn’t interesting. Give them something they want, like a teaser about the information they’re looking for.
  • Make an ad that looks like the others. Cover up the names or law firms of ads in the Yellow Pages and notice that a majority of them are basically interchangeable. Don’t fall into that. 
Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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