Solo and Small Firm Marketing » Yellow Page Advertising http://soloandsmallfirmmarketing.com Effective (but oftentimes unusual) marketing of your law firm Fri, 28 May 2010 19:07:56 +0000 en hourly 1 http://wordpress.org/?v=3.0 Is My Lawyer Ad Any Different From Yours? http://soloandsmallfirmmarketing.com/is-my-lawyer-ad-any-different-from-yours/ http://soloandsmallfirmmarketing.com/is-my-lawyer-ad-any-different-from-yours/#comments Sat, 24 Apr 2010 16:22:21 +0000 Ben Glass http://soloandsmallfirmmarketing.com/?p=229 This is the question that any attorney should ask themselves before spending even one dollar on their next marketing campaign.

Are you putting something out into the world that is actually different from what your competition is doing in your marketing place.

If the answer is “no” then you are engaging in what my friend Bob Battle calls “random chance marketing.”

You are just hoping that by some random chance they actually make a decision to find you. Were I to be advertising in the Yellow Pages today (I don’t need to) I would spend the time studying the attorney ads that are already there. I don’t mean in the 5 minutes before the rep walks in the door. I mean going to the public library and studying all of the ads in all of the yellow page book they have there.

Next time, I’ll show you how to study.

]]> http://soloandsmallfirmmarketing.com/is-my-lawyer-ad-any-different-from-yours/feed/ 0 Free Critique of Your Attorney Yellow Pages http://soloandsmallfirmmarketing.com/free-critique-of-your-attorney-yellow-pages/ http://soloandsmallfirmmarketing.com/free-critique-of-your-attorney-yellow-pages/#comments Mon, 02 Mar 2009 10:51:15 +0000 Ben Glass http://soloandsmallfirmmarketing.com/?p=124 As a follow up to yesterdays post about starting your own law firm I got some emails asking me to review/critique Yellow Page ads. I’m happy to do this and in fact get ads each week from lawyers across the United States and Canada.

Here are the terms and conditions of my free review of your attorney Yellow Page ad.

  1. You can’t be a Yellow Page rep asking me to do your work
  2. Offer limited to firms with 5 attorneys or less (see name of this blog)
  3. Fax only… 877-576-6752
  4. Must include your letterhead with fax.
  5. Allow three weeks for turnaround. I am busy. Please don’t fax and say “rep is coming in three days, please help!”
]]> http://soloandsmallfirmmarketing.com/free-critique-of-your-attorney-yellow-pages/feed/ 0 Still Using Yellow Pages to Market Your Law Firm? http://soloandsmallfirmmarketing.com/still-using-yellow-pages-to-market-your-law-firm/ http://soloandsmallfirmmarketing.com/still-using-yellow-pages-to-market-your-law-firm/#comments Sun, 04 Jan 2009 19:55:41 +0000 Ben Glass http://soloandsmallfirmmarketing.com/?p=69 There are members of my attorney marketing mastermind group that still get terrific results from the Yellow Pages.

I think the yellow pages for lawyers is a dying media but in some segments, particularly more rural markets, you can succeed.

The key is that if you are in the yellow pages you can’t run an add that looks like everyone else’s. So, study what’s there first. Think of an interesting headline and an irresistable offer.

Here’s an article I wrote about Using the Yellow Pages to Market a Personal Injury Practice.

]]> http://soloandsmallfirmmarketing.com/still-using-yellow-pages-to-market-your-law-firm/feed/ 0 Interesting Discussion About Yellow Page Marketing http://soloandsmallfirmmarketing.com/interesting-discussion-about-yellow-page-marketing/ http://soloandsmallfirmmarketing.com/interesting-discussion-about-yellow-page-marketing/#comments Fri, 19 Dec 2008 01:30:43 +0000 Ben Glass http://soloandsmallfirmmarketing.com/?p=52 According to a blogger at David Scott’s WebInkNow, blog, in Germany they deliver the yellow page books to the post office and you have to go pick one up if you want it. More efficient but then the Yellow Page reps couldn’t brag about how many “copies delivered” there are.. like “copies delivered” has any meaning.

]]> http://soloandsmallfirmmarketing.com/interesting-discussion-about-yellow-page-marketing/feed/ 1 I’ll Do a Free Review of Your Attorney Yellow Page Ad http://soloandsmallfirmmarketing.com/ill-do-a-free-review-of-your-attorney-yellow-page-ad/ http://soloandsmallfirmmarketing.com/ill-do-a-free-review-of-your-attorney-yellow-page-ad/#comments Fri, 12 Dec 2008 13:48:33 +0000 Ben Glass http://soloandsmallfirmmarketing.com/?p=40 Got some offline inquiries from yesterday’s post. Here’s what I’ll do. I’ll review your attorney yellow page ad for free. Here are the terms:

1. Firms of 5 or fewer attorneys

2. Fax your ad and your letterhead to 877-576-6752–fax only, no emails.

3. Give me three weeks to respond (don’t tell me the rep is coming on Friday!)

]]> http://soloandsmallfirmmarketing.com/ill-do-a-free-review-of-your-attorney-yellow-page-ad/feed/ 1 Another Crappy Attorney Yellow Page Ad http://soloandsmallfirmmarketing.com/another-crappy-attorney-yellow-page-ad/ http://soloandsmallfirmmarketing.com/another-crappy-attorney-yellow-page-ad/#comments Thu, 11 Dec 2008 22:16:10 +0000 Ben Glass http://soloandsmallfirmmarketing.com/?p=32 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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