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Probably the most common law marketing
vehicle is the Yellow Pages.
Unfortunately, it is a jungle that is
saturated with ads. In Orlando (the 20th largest media market in the USA)
there are 200 pages of attorney advertising in just one of our two
yellow page books, since this is a two-book market.
Would your
law marketing ad be seen?
Why Law Marketing
with Yellow Pages
has Become Less Effective
Decades ago, yellow page ads were useful
in marketing for law firms. Now yellow pages are probably much less useful
for most legal marketing. Why?
If you are in a large market, you are
lost in a sea of attorney advertising. The fact about Yellow Page
advertising is the largest ads in the section usually get over 80% of
the calls, while the smaller ads compete for the remainder.
Next, too many of the Yellow Pages
inquiries are just that – inquiries. You will talk to a lot of
"frogs" before you find a "prince." Many of
these calls will be from people who have little legal matters, not
interesting cases with interesting fees.
Many more of
these inquiries will be "price conscious" or "tire
kickers." This will divert your legal marketing team and your time
and energy from more valuable law marketing tasks.
Yellow Pages Give
Way To
Law Firm Internet Marketing
Another fact is Yellow Page books are
going to go away. Yes, I said go away. Where? To the Internet!
Fewer people are going to the Yellow
Pages every year now that they are going to search engines. We will get
into law
firm Internet marketing a bit later. For now, know your Yellow Pages
investment will yield fewer results moving forward.
The bottom line on Yellow Page ads is:
This is probably not a good way to spend your time and money for the
long-term in law marketing if you are in a larger city.
If you are in
a small market, get the biggest ad you can in the section. Pay yellow page
or ad agency professionals (not the salesman or their team) to help you
design the ad and the copy, if you can (a great one is www.max-effect.com).
You will dominate the section that way… but be prepared to live with the
downsides mentioned above.
Marketing for Law
Firms – Is TV the Way to Go?
Of course there is way more to law
marketing than just yellow page ads, such as TV ads. With visual, words,
and sound reaching both "left" and "right-brain"
people, it clearly is a powerful medium and effective marketing strategy.
Lawyers spent some $300 million
dollars on TV ads in 2003. That number is growing with $500 million
projected for 2006. Why? The optimists would say it's because legal
marketing through TV works - which is at least partially true.
The largest firms are doing most of this
TV attorney advertising, although smaller firms have been entering this
law marketing arena via cable TV stations in the last 10 years or so.
Keep reading to see if you should be
doing TV
and radio ads for attorney advertising, among many other options I'll
show you.
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