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?
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.
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?
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?
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.
Albert Einstein once said, “A mind stretched by a new idea can never return to its old shape.”
Get ready to stretch your mind.