What Does Your Law Firm Ad’s Headline Say? May 1, 2010

As you read the newspaper do you read every article?

Of course not. You look at the headlines first and if the headline is interesting you start reading.

People look at lawyer ads the same way.

I’m reading a book about David Ogilvy, one of the masters of modern avenue. He is described as talking about “headless” ads–ads without headlines. In his advertising agency he made it a rule that they would never again create an ad that didn’t have a headline.

Now, look at what doesn’t count as a headline–silly things like your name, your firm’s name or “Personal Injury” lawyer.

These aren’t headlines…they are symbols of laziness on your part (or its all a part of the Yellow Page rep’s scheme to keep all ads the same.

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