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

by Kerry Randall (Author)

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

Product Description
Yellow Pages advertising is very competitive, highly regulated, and sometimes complicated. Many lawyers advertise in this same arena for the same business. A poorly designed ad can spell disaster for any law firm, but an effective ad can be the engine that drives your client development programs forward vigorously.

This new book by Kerry Randall, "the world's foremost expert on Yellow Pages advertising," shows you how to create more powerful Yellow Pages advertising. Remember, the best lawyers do not get the most calls; the best ads get the most calls. This book will guide you through the process of:

*identifying your unique place in the market
*defining and then targeting an audience that will be influenced by your message
*creating content that produces results, and
*instilling confidence in your potential client that you are the best possible choice of whom to call.

See all Editorial Reviews

Product Details

• Paperback: 183 pages
• Publisher: American Bar Association (October 25, 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.com Sales Rank: #863,456 in Books (See Bestsellers in Books)

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	David Swanner (Myrtle Beach, SC) - See all my reviews (REAL NAME)

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.

2 of 2 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

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!!

4 of 5 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)

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.