The Lawyer's Guide to Effective Yellow Pages Advertising

Front Cover
American Bar Association, 2005 - Business & Economics - 198 pages
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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.
 

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Contents

Chapter
3
Chapter 4
19
Chapter 7
32
Focusing on Your Customer
52
Creating the Market LeaderYou
58
Words Count Edit Edit Edit
64
Chapter 14
71
What Now? When Your Ad Comes Back from the Designer
79
Dont Be Second BestChoosing the Winning Game
92
Why Your Ad Should Talk to Women or Men
99
Chapter 22
106
Making
123
Chapter 26
136
Appendix
149
State Requirements for Retention Submission
168
Copyright

Chapter 16
85

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