Yellow Pages Mistakes

Lots of firms are re-examining Yellow Pages budgets.

I’m sure you’ve read this page on my website about Yellow Pages adverts.

http://www.greatlegalmarketing.co.uk/yellow_pages_mistakes_lawyers_make

And you've read this page

http://www.greatlegalmarketing.co.uk/lawyer_advertising__getting_results

Leet me ask you.

Have you done a Yellow Pages advert in the past?

What response do you get?

What cost per lead is it giving you?

If it’s good then safe to stick with the advert if all is well.

But if you don't track your response - PLEASE start doing it with all leads you get.

But if you're looking at your first YP advert or you aren’t happy with your existing advert here are some quick thoughts.

You probably need a better headline than the one you have and ideally a unique one.

For example, I recenlty looked a a firm's website and advert and could only find one unique point.

It was hidden away.

And it was to do with evening appointments and the offer of convenience.

So you could do a main headline..

Who Else Wants A Solicitor That Visits Your Office Or Home?

That Let’s You Try Before You Buy.

With a sub headline....

And Guarantees You Can Meet Up When You Want To,

(not squeezed in to your lunch hour!)

Which could then have some body copy...

At XXX Law we know that our clients want fast results. But they don’t want to be rushed.

We’re not your usual nine to five solicitors that are difficult to get hold of on the phone (and then charge you for every minute we help solve your problems.) We know you come to us because you have to. Which is why we will arrange to see you at home, at your office or in the evening . Basically when it’s convenient for you.

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You probably need better images in your ad.

Their images didn't really do anything. They were typical handshake, keys, house artwork.

I suggested they'd be better off using any logos such as APIL, SRA, Law Society etc. Or use a picture that relates to time and convenience.

Or publicise a confidential 24 Hour Divorce Information Line.

(Here's an information line number for a newspaper I did

Call 0843 218 3542 to listen)

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They had no guarantee in the ad. You ideally need a guarantee – although No Win – No Fee could be used better and bigger and made into something.

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They had simple spelling mistakes.

You probably need someone to check the spelling (or read it backwords to do this yourself)

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They needed at least one testimonial that was relevant and “XXX Law saved me £17,000” variety rather than the good guy variety. Read this page on testimonials...

http://www.greatlegalmarketing.co.uk/testimonials_where_to_use_them

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They needed to have a call to action highlighted which could be...

30 minute consultation worth £147 free when you mention this advertisement.

I hope they get a better advert designed. And track the response.

PS if you want a trackable phone number let me know. It's vital to monitor
the success of otherwise of your marketing channels.

The company I use are http://www.admeter3.co.uk/
Once again..if you give them my name you'll get special rates
because they want to have a few solicitors on board as
testimonials.