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Yellow Pages Ads Can Still Be Effective If You Do It Right

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Published: 23Apr2010
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Back when getting a Yellow Pages ad was THE way to market yourself as a lawyer, most marketing strategies revolved around who could yell the loudest. The boldness of your text, the size of your ad, how many ways you could find to duplicate your listing...the tricks go on and on.

Unfortunately for all those lawyers, all those generic Yellow Pages ads look exactly the same and say exactly the same thing: I'm a lawyer, hire me!

What you aren't doing is answering the basic question of why they should hire you above all the other lawyers yelling the same thing.

Your Effective Yellow Pages Ad Should Stand Out

But stand out in a good way! Not the big font, huge ad, eye-catching text sort of way. Everyone does that and it's still not as effective as strategically marketing yourself to your ideal client. Offer them something new. Of course there are thousands of personal injury lawyers out there all offering to take their case; they're lawyers and that's what they do.

Now, you; you can be unique. Your effective Yellow Pages ad can offer them something the rest of them aren't: information! Offer them a free copy of your book. Offer to send them a packet containing information on their case area. Show them how to order your free informational DVD.

They're already looking at Yellow Pages ads for information on lawyers. Rather than just offering a phone number, offer them the information they are seeking right off the bat. Not only does this give your potential client what they're looking for with less hassle, but it also quickly gets your name and know-how in their hands.

What about ad enhancements?

Yellow Pages ads offer all kinds of enhancements to listings, including ad design and all sorts of bells and whistles on their website. Remember, though; you're not special to them, and they offer these enhancements to anyone willing to pay. You're not going to be unique among all the other people that buy the same enhancements.

This is why it's so important for your Yellow Pages ad to offer more than just a photo and a phone number. Think about your clients and the common questions they ask. The most common questions in your practice are the ones that most clients DON'T know the answer to. So why not answer it right there (if you can)? If you keep getting questioned on your state's statute of limitations, put the answer on your ad.

BEN GLASS is a Fairfax small business owner and marketing and small business consultant. He runs monthly marketing meetings for Northern Virginia business owners and entrepreneurs. To come to our next meeting for free, and get one of Ben's books, for free, visit www.Glazer-Kennedy-Virginia.com or call 877-IBA-GKIC (877-422-4542)

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