Avoid Random Chance Marketing in the Yellow Pages May 17, 2010
Yellow Pages sales reps often tell us that in order to stand out, we need buy a bigger ad and maybe even add color. After all, there are sometimes up to 70 pages of lawyer ads in the Yellow Pages and you have to stand out somehow.
Making your ad larger and adding a splash of color isn’t enough to get someone to call you. Your ad has to have a headline and content that is different than all of the other competing law firms. Flip open the Yellow Pages and you will find that the ads basically make the same statements, such as “Free Consultation!” or “ We will fight for you!” How is a potential client going to be able to tell the difference between lawyers, if they all say the same thing?
When you create ads that are like every other law firm in town, you are engaging in random chance marketing. It becomes mere chance if someone chooses you over someone else.
There is a better way that you can advertise in the Yellow Pages that will help you stand out from the crowd of lawyers. I have had success with the Yellow Pages by using ads that are centered on my consumer books. Our ads do not mention anything about our law firm; instead they contain interesting headlines and information about the books.
You have to remember that the goal of your advertising should be to offer something that looks different. Plus, you need to make it easy for your prospects to obtain the book or report.
For more information regarding lawyer marketing, read my article, A New View of Yellow Page Marketing.
Posted Under: Lawyer Marketing Tips Tags: law firm advertising, lawyer ads, lawyer marketing, Yellow Pages advertising
