Yellow Pages Power!

Posted by Steve Yankee on October 25th, 2007 in Case Histories, Recommended Reading, Traffic-Pulling Techniques, Yellow Pages Ad Basics, Yellow Pages Resources

If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!

For years, attorneys and law firms were strongly discouraged from advertising their services. “Bad for our image, a lawyer soliciting for work,” muttered the Powers That Be. I remember quite fondly when the Bar Association relented and gave them the okay to advertise. It was the marketing equivalent of the Repeal of Prohibition! We watched with interest as the law firms in our community made a madcap dash to yellow pages reps with most orders being for at least one full advertising page, if not several.

Well, the furor has died down a little in past years, but it’s still one of the largest and toughest Yellow Pages categories in which to advertise. Which is why I’ve always recommended“The Lawyer’s Guide to Effective Yellow Pages Advertising” by Kerry Randall and Andru J. Johnson to my attorney clients. The always-entertaining directory ad pundit Richard Larkin says “Following the principles and exercises in this book will result in ads that generate more calls from the right types of clients, and will almost certainly give any lawyer a significant advantage over the competition. Any lawyer who advertises in the Yellow Pages without following the steps outlined in this book is taking a huge gamble with his or her money. A yellow Pages ad developed using the principles in this book will likely generate many thousands of dollars more revenue than one created by the directory publisher.”

This book is essential for law firms that advertise in the Yellow Pages because it clearly explains how to plan and design a more effective, targeted Yellow Pages ad campaign; one that attracts the type of clients the firm is looking for, one that stands out among competing ads, yet still follows the pertinent ethics standards for attorney advertising.