Re: Yellow Page Advertising

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On 8/06/04, . . . wrote:
> I am a paralegal and I take a lot of initial client calls. For
what it is worth, I
> have had more than one new client make a comment to the effect
of "I
> called you because you had a small ad and I didn't want one of
those
> large, impersonal law offices with a giant ad." For whatever
reason, there is
> a perception among some clients that a small law office translates
to more
> time spent on the files and more contact with the attorney as
opposed to
> staff. Also, there is a perception that small law offices have
small ads and
> large offices have large ads. Not saying this is conclusive
evidence, just
> one perspective to consider.
>
> On 8/06/04, Andtrew Segal wrote:
>> I think the true answer is it depends on the content of your ad
>> and the competition. I think a general practice ad or an ad that
>> competes with larger lawyer ads for the same market is probably
>> going to fail. the exceptions are if you yourself have something
>> to distingish yourself ie you are the only fem,ale or minority
>> lawyer5. The best bet for a small ad is to have a tight focus
>> for an un or underexplored market niche. You also need the best
>> graphics and copy possible to stand out from the pack. Good
>> luck . Call me if you want. Andy Segal 8/6/04
>> On 1/08/04, Jimmie wrote:
>>> To Gina Rubel:
>>>
>>> Are dollar bill sized ads effective? I can't afford anything
>>> larger, so I am wondering if they are worth the money.
>>>
>>> Thanks,
>>> Jimmie
>>> On 1/08/04, Gina Rubel wrote:
>>>> Ben,
>>>>
>>>> According to the Yellow Pages Publishers Association’s
>>>> estimates for 2000, lawyer-advertising expenditures in
>>>> domestic printed Yellow Pages were estimated at $809
>>>> million. The “attorneys” category is the highest revenue
>>>> category for Yellow Page directory publishers.
>>>>
>>>> But to be successful, a firm’s Yellow Page ad must be well
>>>> thought out, command attention, convey a single focus, be
>>>> eye-captivating, differentiate itself, look professional and
>>>> address the need of the audience. Remember, if someone is
>>>> searching for a lawyer in the Yellow Pages, he/she already
>>>> needs an attorney. It’s much different than trying to
>>>> advertise something a consumer might want but is not
>>>> particularly in the market to buy. An excellent guide to
>>>> creating winning Yellow Page ads is, Effective Yellow Pages
>>>> Advertising for Lawyers, by Kerry Randall, published by the
>>>> Law Practice Management Section of the American Bar
>>>> Association.
>>>>
>>>> As both an attorney and a legal marketer, I can tell you
>>>> that I've had great success particularly with YellowBook in
>>>> the Pennsylvania region. The are the largest independent
>>>> yellow page publisher in the world and my family law firm
>>>> with which I practiced and advertised has been able to track
>>>> a 1000&37; return on our investment.
>>>>
>>>>
>>>>
>>>> On 11/16/03, Ben Glass wrote:
>>>>> Lots and lots of lawyers use Yellow Page (and its
>>>>> competitors) advertising... yet most ads look exactly the
>>>>> same.. this type of advertising can be very expensive.. I
>>>>> wonder how many of you find your YP advertising to be of
>>>>> value.. do you track (carefully) responses? If you feel
>>>>> that your YP advertising is of value, what is it about
>>>> your
>>>>> ad that you think makes it worthwhile...
>>>>>
Ben Glass is exactly right. Unless you show something unique in the
yellow pages the return is not likely to be worth your money. His
web site is an example of what you really can do with some work and
creativity. I go back to it to get ideas for my site.
www.castellilaw.com

Anthony Castelli Cincinnati, Ohio injury lawyer