subject: Do Yellow Pages Ads Work? [print this page] Do Yellow Pages Ads Work? Do Yellow Pages Ads Work?
Open up the Yellow Pages and look at all the pages of listings under "attorney". There are full-page ads, half page and quarter page ads, and simple two-line listings. Some are black and white while others are in color. Some are just words and some have photos. And if you look at the back cover, you may find a big law firm ad there.Yellow Pages ads can run from $50 or so a year all the way up to thousands of dollars a year. Before you have the Yellow Pages experts or a copywriter design a big expensive ad, ask yourself these questions:1. Will your potential clients be looking for you in the Yellow Pages? If you mostly represent consumers, the answer is probably yes. But if you represent corporations, they usually don't look for an attorney in the big yellow book. Also think about whether your clients would search online instead of thumbing through a lot of listings.2. Is the money better spent advertising in a different way? Consider whether you'll make back at least five times the money you shell out for your ad in new clients. If not, scale down your ad, and check out the other marketing methods available to you. What methods could you use? Radio and television spots, Google advertisements, or a jazzed up website.If you decide that Yellow Pages are the best alternative for you, here are some great tips to have an ad that will stand out and catch the attention of potential clients:First, your headline shouldn't be your law firm name. Your headline should say something useful that will attract attention. Think of what you specialize in or what area of your practice you want to expand, and target that specific niche. If your headline lets people know right from the start what you do, they'll stop on your ad.Second, put unique benefits into your ad. Use bullet points that will set you apart from your competition. Look at the ads for the law firms that offer the same services you do. Is there anything out of the ordinary that makes the ad interesting? How can you differentiate yourself so people who are scanning the ads will stop at yours? Most ads offer a free consultation, but how many offer a free report?Third, make your phone number and email address prominent. You want it to be easy for a potential client to contact you. If they have to search the ad to find your contact information, their eyes will move to another ad where the phone number jumps out at them. You want to stand out amongst other attorneys, adding your contact information will help you do so.Fourth, try to stay out of the ditch. What that means is, pay the extra money so your ad isn't in the crease of the Yellow Pages. Those ads are hard to read, and you want your whole ad to be visible.Advertising in the Yellow Pages can be beneficial to your law practice. You don't have to have the biggest, sexiest, most expensive ad. Be smart about what you say in your ad, and you'll see an increase in the number of people who seek you out for services!
