Another Crappy Attorney Yellow Page Ad December 11, 2008

I reviewed another yellow page ad for a personal injury lawyer today. The firm was in Indiana.

Here’s the critique points I made:

• no interesting headline (the firm name was the headline–how boring and useless is that?)
• listed multiple non-related practice areas (when a consumer is looking for a lawyer they want a specialist…when you advertise that you do “corporations, wills, personal injury and divorces” you are screaming “I AM A GENERALIST.” Look, you can be a generalist but its the kiss of death to ADVERTISE that you are a generalist.
• wasted space with listing of attorney names (boring and ads absolutely nothing to the ad)
• “Free Consultation” was the offer (this is not unique and gives the consumer no compelling reason to call you)
• Said “we are aggressive” (how special is that? isn’t that what the consumer expects?)

There are members of my attorney marketing mastermind group who get terrific ROI on their Yellow Page ads but I guarantee they aren’t running something as dumb as the one I looked at today.

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