Yellow Pages are an interesting area for law firms.  They are amongst the most lucrative forms of advertising in the Yellow Pages (relative to other businesses in the directory), and of course the competition is absolutely fierce.   The directories are also keen to squeeze every last cent out of your firm, which becomes an issue when they're are multiple directories all crying out for full colour double-page ads with no discount on offer.

It goes without saying that when you putting a major part of your marketing budget into advertising in the Yellow Pages, you really don't want to then run an ineffective advertisement.  One easy way to do this is to let the directory design your advertisement - this is common sense.  They have no interest in your ad doing better than all the other ads they are designing, they're design efforts are often concentrated around what increases their revenues most (they love big borders, wasting space and full colour), take little responsibility for the success of your advertising, and generally understand little about selling your business.  The same people are designing ads in every category - and the same thing that sells lawyers doesn't sell flowers.

So when you have purchased your space in the Yellow Pages the key is to try to maximize the number of calls and the return from that space.  It is no exaggeration to say that a well-designed ad can have dramatically better results from a badly-designed one - the point is that the quality of the ad is relevant to the results you pull from it.

A key part of it is how you try to out-compete your competitors - marketing and advertising is game of percentages.  If you have ten full page ads in a Yellow Pages directory offering exactly the same thing, then you can be better off being the eleventh ad offering something completely different.  Let them fight over the one kind of client, while you clean up on the rest.  That's the theory.

An absolutely critical part of your advertising is your CUSTOMER APPEAL.  Answering the question of why customers should choose you.  If you advertising is currently all about you and your firm then you are missing out on how to appeal to so, so many new clients.  These are the kinds of things we can help you with when designing your advertisement.

If you are interested in ways to try to improve the effectiveness of your Yellow Pages advertising, call or email us today.  Remember - your contact is always another lawyer, and you are never invoiced until you are absolutely satisfied with the proposed advertisement.  Call today.