Effective Yellow Pages Advertising for Lawyers: The Complete Guide to Creating Winning Ads [Paperback]

Kerry Randall (Author)

Book Description

Publication Date: June 3, 2003

This book shows you how to create more powerful Yellow Pages advertising and attract new business to your practice by creating advertising that gets attention, and holds attention.

Editorial Reviews

Review

As a marketing professional, I have long marveled at the wretched quality of Yellow Pages advertising. Shrieking red headlines. Cluttered, -- Ross Fishman in Law Practice Mangement Magazine

About the Author

With nearly thirty years of marketing experience, Kerry Randall has created thousands of broadcast messages, Yellow Pages ads, direct mail campaigns, print ads, billboards, and miscellaneous business and marketing collateral (such as brochures, door hangers, stationery, menus, and catalogues). His clients include more than 100 companies listed in the Fortune 500. Kerry Randall is the founder of Kennedy Greene Associates, the nation's leader in market analysis, content creation, and Powerful Yellow Pages Solutions® for advertisers. When Kerry isn't directing market research and content-creation, he's conducting Yellow Pages marketing workshops at industry conventions.

Product Details

• Paperback: 183 pages
• Publisher: American Bar Association (June 3, 2003)
• Language: English
• ISBN-10: 1590310608
• ISBN-13: 978-1590310601
• Product Dimensions: 10 x 5.8 x 0.5 inches
• Shipping Weight: 13.1 ounces
• Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #850,192 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Great Book!, September 29, 2004

By 

Dave MB (Myrtle Beach, SC) - See all my reviews

This review is from: Effective Yellow Pages Advertising for Lawyers: The Complete Guide to Creating Winning Ads (Paperback)

This book reviews the basics of advertising and how Yellow Pages are different from other forms of ads. In most ads, you have to cut through the clutter to get people's attention. In the Yellow Pages, people are flipping through the book because they need a lawyer and are going to hire one now.

Kerry goes through all the basics in a clear concise writing style, gives lots of examples and shows you exactly what to do.

I had seen this book in a catalog 5 years ago, but decided against buying it. At a recent ATLA Convention, I saw a copy of the book and flipped through it. It was so good, I kicked myself for not buying it years earlier.

Buy this book. You won't be sorry.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Easy Read Great Information, April 15, 2004

By 

stacy (Albany, NY) - See all my reviews

This review is from: Effective Yellow Pages Advertising for Lawyers: The Complete Guide to Creating Winning Ads (Paperback)

I read this book awhile ago, and have just gotten around to using the information in the book with the latest round of Yellow Pages advertising. It has worked very well so far. I feel as though all my prior forays into the Yellow Pages were a waste of money - using this information, I have already garnered more clients in one month than I did all last year. We'll see if it keeps up!

Hey! If you are in Upstate NY, DON'T BUY THE BOOK! I don't want any competition next year!!

5 of 6 people found the following review helpful:

5.0 out of 5 stars YP Commando swears by the lessons in this book, October 15, 2004

By 

Richard L. Larkin "YPcommando" (Chicago, IL USA) - See all my reviews
(REAL NAME)   

This review is from: Effective Yellow Pages Advertising for Lawyers: The Complete Guide to Creating Winning Ads (Paperback)

Effective Yellow Pages Advertising for Lawyers is one of those books that is elegant in its simplicity, and timeless in its advice.

As a yellow pages professional with far too many years of industry experience, I am best known as "The Yellow Pages Commando," the writer of a weekly e-zine with a readership of more than 10,000 yellow pages professionals.

That is to say, what I know about yellow pages is highly regarded in the industry; yellow pages professionals turn to me for advice. While I'm not close-minded, I didn't expect to learn much from this book. I was most pleasantly surprised. This book contains some killer strategies.

In one chapter, I learned the best strategy in yellow page advertising is to ignore the majority of people using the directory. Counter intuitive, yes. Powerful, yes.

After digesting this lesson, I spent some time with our most successful sales manager. He showed me dozens of examples where successful advertisers used these techniques. The sales manager knew instinctively how to create successful ad programs.

We then looked through several other directories and found hundreds of errors that were keeping the advertisers from being successful.

Anyone serious about developing simple strategies for yellow pages success should read this book.