Re: Yellow Page Advertising

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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...
>>>>