Customer Reviews

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

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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.

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!!

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.

Incredibly insightful!! The author takes a costly and confusing aspect of a law practice and expertly seperates the wheat from the chaff.After over 17 years with a major yellow pages publisher, I have never seen a more concise and accurate guide.This is an excellent tool for those want to make their advertising dollars pay off.The guidance and knowledge found in this book may very well be the deciding factor in the success of a solo practice or a large firm.
Gary Russ, Savannah Ga.

You'll be mighty glad you did.

Effective Yellow Pages Advertising for Lawyers is the best book about marketing I have ever read. Period. Bar none. This book is not just about yellow pages; this book is a marketing bible, chock-full of new perspectives into why people buy and how they decide which advertisers they are going to call. I learned to stop selling and to start letting people buy. All great stuff. I recommend this book highly.

However, after reading it, I realized I was in way over my head. I knew one hundred times more about marketing than I had before I read the book (real things about marketing powerfully, not a lot of snip-its of semi-useful information) and I knew one one-hundredth of what I needed to now to create a really great ad.

So, I did a little sleuthing with my handy search engine and found the author. He was pretty busy and I didn't think he was going to take me as a client. However, when he discovered I had read his book, he agreed to look at my program. After he reviewed my marketing materials, he called and laid out a new program that stunned me (and made tons of sense).

I've been personally involved with Yellow Page ad design for 30 years. I know from experience that the information in Kerry's book will practically guarantee your success in this unique medium. I've been preaching very similar Yellow Page design strategies and have enjoyed increased response rates for my clients of 30% to 800%. Buy it once, read it a few times, then sit back and get ready to answer lots of phone calls. This is by far the most intelligent and valuable Yellow Page advertising manual available.

New York lawyers know this - and I have been a lawyer for over twenty years, it is so clear that yellow page advertising is a extinct medium. If you don't have the page priority nor the money to spend on the right books - your'e dead in the water past page five. It's the Internet that really counts today not the yellow pages....
The book had some OK points - but it is really out-of-touch with reality. It was also very expensive!! For a good read on law firm promotion buy David Maisters work - it's really great stuff