One of the biggest errors that advertisers in the Yellow Pages consistently make is thinking it’s about THEM. You think your ad is about you. You think you’ve paid all this money so it’s your chance to puff out your chest and brag about how great you are.
April 27, 2009
Looking At Your Yellow Pages Ad Through a Brand New Lens
April 20, 2009
Why Your Yellow Pages Ad Response Sucks
You’re not alone. Every month, personal injury lawyers across America and around the world cut a big check for their directory ads — be they double trucks, back pages, full color process pages or even quarter page ads. And the same questions linger in every mind.
April 15, 2009
Podcast: 3 Questions you need to answer to ensure an effective marketing campaign
Marketing is a simple concept, it is all about communicating value. How do you make an effective marketing campaign? Listen to this podcast and learn how!
April 13, 2009
Podcast: How to be a marketing genius in one minute flat
Who said marketing was difficult? Listen to my suggestions and become a marketing genius in one minute FLAT!
Before you play this podcast, make sure you already have your pen and paper ready, this surely is a marketing crash course!
April 6, 2009
Contradictory Thinking in the Minds of Personal Injury Lawyers who Advertise in the Yellow Pages
Lawyers are thinkers. They make distinctions, advance arguments, refute arguments, gather facts, make presentations, negotiate settlements.
It’s work that requires rigor, and a degree of mental acuity.
April 3, 2009
Yellow Pages Secrets for Personal Injury Lawyers: How to Dominate the Shrinking Rump
Start with the right objective:
There is a completely different and much more effective way for personal injury law firms to advertise in the Yellow Pages. You can take a double truck and fill it with bullet points and agonize about how much bold and how big the type. Or you can get strategic.
Do you even know what that means…in the context of communicating value?
April 1, 2009
The Ultimate Secret to Increasing Referrals for Personal Injury Law
Do you know the secret key to “referrability”?
(WARNING: What I’m about to tell you is so powerful you could blink and miss it. If nothing else, read this story closely because it reveals a principle that you will not find written about or discussed anywhere else.
March 30, 2009
INSIDE OUT MARKETING SECRETS: Successful Lawyer/Law Firm Marketing Secrets: Part 2
So you want to be a successful personal injury lawyer, but don’t know where to start? Well, it’s not always about lawyer marketing. I’ve already given you the first tip a couple of days ago, now here goes the second part of this series:
Killer Strategy #2: Understand their “Journey to Justice
March 27, 2009
10 Top Ways to Improve Your Yellow Pages Ad : For Personal Injury Lawyers and Other Yellow Pages Advertisers
Are you a double truck law firm yellow pages advertiser? Or, are you a tiny quarter column advertiser? No matter, here’s a quick check list you can use to see if you are on track…or way off the mark.
The result you are seeking from your yellow pages ad is a perfectly qualified person calling you and only you, knowing that you are offering exactly what they are looking for. Sounds easy, but many law firms investing hundreds of thousands of dollars get this wrong year after year.
Here are your ten tips. Look at your ad and see if you are doing it right.
March 25, 2009
INSIDE OUT MARKETING SECRETS: Successful Lawyer/Law Firm Marketing Secrets: Part I
Do you want to know something that can make you millions of dollars over the life of your law firm if you just listen to it, absorb it and DO IT? It’s so simple that you might read it or hear it and pass it by – missing it entirely or dismissing it as too obvious.
But if you are not living it, it’s not so obvious.
March 23, 2009
The Find Engine…Don’t Make Me Laugh! Stop It! You’re Killing Me!
Once upon a time a nasty little flea challenged an elephant to a duel, but the elephant didn’t notice and it made the flea angry. But who cares about the feelings of a nasty little flea?
March 20, 2009
Video: How Effective is Your Personal Injury Law Firm Yellow Page Ad?
If you are a personal injury lawyer and you’ve bought a page in the directory, how do you know that your yellow page advertisement is effective? Here’s the first of a series of videos I will be creating. I hope to teach you how to use your Yellow Pages ad to catch the big cases you’ve been seeking for years.
March 18, 2009
Should a Law Firm Produce Their Own Yellow Pages Ad?
I am sure that by now you are scrutinizing your ad with a magnifying glass! Is there anything about it that would get you onto the “list of one” of a majority of prospects?
March 16, 2009
How a Personal Injury Lawyer Can Connect With An Injured Person Through Their Yellow Pages Ad
I told you how emotions play a pivotal role in any buying decision. Today let me start the discussion with another invaluable secret.
People are Silently Begging To Be Led
March 13, 2009
Lawyers Get Emotional About Yellow Pages Advertising
The advertiser who understands their prospect’s emotional state wins. There are many “emotional” categories of Yellow Pages ads. Ads for funeral homes come to mind. A person in a state of grief who does not know who to call flips through the Yellow Pages in that tragic time and sees nothing but self-serving ads. If one advertiser understood the mindset of that person, and built an ad around them, it would skyrocket the response. I know, because I’ve done it.
March 11, 2009
How do you get to the "list of one"?
I want to ask you a simple, and hopefully, not too insulting question. Is there any chance in hell, based on your current ad, that a person could reasonably conclude that you are the ONLY law firm they want to deal with? Forget how much you love your name and slogan or the picture of you standing in front of your law books or the picture of your building or the lurid 4-color shots of car wrecks or the laundry list of matters you can handle.
March 6, 2009
The Secret to Yellow Pages Dominance
Albert Einstein once said, “A mind stretched by a new idea can never return to its old shape.”
Get ready to stretch your mind.
March 4, 2009
Why Do You Need A Yellow Page Advertisement?
My next series of blog posts are intended specifically for personal injury lawyers. If you are a personal injury lawyer, read this information carefully. You might just knock five or ten years off your learning curve in one shot.
I will teach you how to use your Yellow Pages ad to catch the big cases you’ve been seeking for years. You are about to learn about an elusive type of ad you have long suspected must exist, but never knew where to look for it.
March 2, 2009
Should You Cancel Your Law Firm’s Yellow Pages ad?
If you think advertising in the Yellow Pages is not right for your law firm, you may be right. But not so fast.
Did you used to run a big double truck, but then the response fell off year over year and finally you got out while the getting was good? Or, are you one of the many who are thinking of pulling the plug, but are more concerned about what you may lose than what you are not now getting?
December 10, 2008
Christmas Song for Kids’ Bedkits
I once walked the Peloponnese to raise money for a Canadian
charity called Sleeping Children Around the World. I was looking
for a feat of daring and endurance to take on before a big change
I was about to undertake… called marriage.
That was August 1993.
December 7, 2008
7 Key Insights for the Ultimate Yellow Pages Ad
This is an article I wrote for South Carolina Trial Law Blog:
Lawyers are famous throughout marketingdom for the most fatuous, self-serving, horrendously expensive and laughably ineffective ads. Virtually all lawyer ads have as their unexamined theme ‘Here I am. I’m the best! Choose ME!!!’
