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.
Tag Archives: legal marketing
10 Top Ways to Improve Your Yellow Pages Ad : For Personal Injury Lawyers and Other Yellow Pages Advertisers
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.
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?
What Is Marketing?
The first thing you need to understand about marketing is what it is and what it is not. Many personal injury lawyers I know have been led around by the nose by various experts — and non experts such as yellow pages directory sales reps — for years. That’s a great way to stay confused.
The purpose of this brief post is to get you thinking in the right direction so your BS detector is fine tuned. So, to start, what is marketing?