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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

You have spent thousands of dollars on your Yellow Pages ad and are probably scratching your head wondering why you have not gotten the kind of calls you expected. After all, you had a giant ad with color.

If you have ever flipped through your Yellow Pages then you probably noticed that there were anywhere from five to 70 pages of ads. The headlines were mainly generic and the only offers made to consumers were free consultations or "no fee unless we win." The names of the law firms could easily be swapped in these ads and not much would change.

Imagine how confusing it is for consumers in need of legal services. They have a hard time understanding the difference between law firms and if they choose to call you, it is by random chance. The information provided in the Yellow Pages is basically useless for consumers. They don't know how good of an attorney you are based on your ad.

With all that being said, you can still market in the Yellow Pages, but there is a more effective way to do it. My law firm has found great success in creating a method of advertising in the Yellow Pages. Our ads do not say anything about our law firm. Instead, our ads focus on the consumer books we have written.

The goal with your Yellow Pages ads or any advertisements should be to offer something that looks different. You also need to make it easy for consumers to initiate contact with you in a non-threatening way.

For more information, read the article, A New View of Yellow Page Marketing.

Order my report to find out the biggest errors made in attorney Web marketing.