The Lawyer's Guide to Effective Yellow Pages AdvertisingAmerican Bar Association, 2005 - 198 pages Although Yellow Pages advertising should be a major profit-building business marketing strategy for many law firms, the harsh reality is that 99% of ads simply don't work. This book will provide you with the information you need to create effective, powerful Yellow Pages ads and drive your client development programs forward. You'll find information on identifying and focusing on your target market, as well as how to plan and design the perfect ad that not only reaches potential clients, but motivates them to call. Book jacket. |
Contents
Chapter | 3 |
Chapter 4 | 19 |
Chapter 7 | 32 |
Chapter 9 | 43 |
Chapter 11 | 58 |
Chapter 14 | 71 |
Chapter 16 | 85 |
Chapter 19 | 99 |
Chapter 22 | 106 |
Making | 123 |
Chapter 26 | 136 |
Appendix | 149 |
Appendix C | 168 |
Afterword | 181 |
About the Authors | 197 |
Other editions - View all
The Lawyer's Guide to Effective Yellow Pages Advertising Kerry Randall,Andru J. Johnson Limited preview - 2005 |
Common terms and phrases
ABA Model Rules adver Attorneys Bar Association buyers candy bars clutter-free layout communication competitors consumer Contingent fee disclosures create customers want define Direct mail restrictions Direct mail waiting drivers emotional evaluate eye-captivating illustrations Family Law graphic design heading headline that commands ignore most readers in-column ads Kerry laser-sharp focus law firm Law Practice lawyer advertising Lawyer's Guide legal services Lorem ipsum mail waiting period marketing Model Rules format P.O. Box personal injury personal injury lawyer potential clients potential customers powerfully prohibited prospective client Relevant copy restricted Endorsements revenue Rita Rules of Professional Safe harbor provisions sales reps sell slogan solutions specialty items strong headline target audience telephone book things Tracks Model Rules Unique Selling Proposition wants and needs white pages wrongful death Yellow Pages ad Yellow Pages ads Yellow Pages advertising Yellow Pages directories Yellow Pages publisher