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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

It doesn't matter if you are working on a Yellow Pages ad, website or some other form of advertising, there are three components that must be included - an interesting headline, copy that addresses what is going through the consumer's mind and an irresistible offer.

Headline
When you are working on your marketing pieces, you need to put some thought into your headline. For example, consider what you do when flipping through the magazine or newspaper. Do you stop to read boring headlines or are you attracted to the headlines that are interesting or unique?

The headline is what will draw people in and will encourage them to keep reading. Don't waste your headline on something like, "Injured?" or "We Can Help." Be creative.

Copy
Lawyers make the common mistake of beginning their copy with information about themselves. People just want to know if you have the solution to their problems, they don't really care at this point where you went to law school or how many combined years of experience the lawyers in your firm have. Focus on speaking to the concerns that are on their minds.

Irresistible Offer
You need to have a call to action, other than "call us for a free consultation." Consider offering a free book, report, CD or other useful information. You want the offer to be so compelling that the person reading your ad will think that they shouldn't do anything else before taking you up on it.

For more marketing tips, visit my website, GreatLegalMarketing.com.