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
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.
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.
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?