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The Attorney Marketing Center

Earn More. Work Less.

Why the yellow pages will never die

January 31, 2011 by David M. Ward
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For the last several years, the demise of the yellow pages has been repeatedly predicted, but they will never die.

In the same way that AT&T and other “wire” phone carriers re-invented themselves as mobile carriers, the yellow pages has reinvented itself in search engines and online directories. These new and improved directories allow advertisers to have a bigger presence, with more information about their firm, at lower cost. Smart attorneys (and other advertisers) are taking advantage of these changes by creating better web sites (and more of them), optimizing their sites to improve search engine ranking, and promoting their sites through social media.

There are other improvements. Technology makes it easy to see which ad is working best, allowing you to adapt immediately instead of having to wait until next year’s print edition. You can increase or decrease your advertising investment with a click or two and you can just as easily change your headlines and copy and offers, making the same dollars bring in even more business.

If you previously spent $1,000 a month on yellow pages ads, that same $1,000 spent online could yield a much greater return. A small firm that had been limited to smaller ads in print directories can, with some marketing smarts, compete with firms with a bigger budget. Consumers obviously benefit by the added information and convenience of the online world.

So, for advertisers and consumers, the changes are positive. But what about the publishers of print directories? What will happen to them?

Some have already made the shift to online and are will thrive. Others, will die out. And some will see a void in the market left by the disappearance of their competitors and make a killing in the next frontier.

What do I mean? Our mailboxes today contain far fewer pieces of mail compared to ten years ago. As a result, direct mail advertising is potentially more effective. Smart advertisers will eventually shift dollars into mailings–catalogs, solo sales letters, coupon books, and so on, and I believe we’ll eventually see phone (and web site) directories being delivered by the post office. But, as more and more advertisers shift dollars from online to offline, the effectiveness of that advertising will decline and advertisers will shift yet again back to the Internet or to the next big thing.

Change is inevitable in business and advertisers need to be nimble to survive. Gone are the days when an attorney could write a check to “the” yellow pages, the only viable advertising option, and forget about it until the following year. Attorneys today must understand that advertising online is just one facet of an integrated marketing plan and they must be prepared to continually acquire the knowledge and resources needed to stay competitive.

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Filed Under: Advertising, Online Marketing Tagged With: attorney-marketing-yellow-pages-not-working, checklist, do-i-need-the-yellow-pages, do-i-need-to-be-in-the-yellow-pages, getting-things-done-evernote, iphone-call-logo, logo-by-themselves, logomarca-da-yellow-pages, searchengineslogosofyellowpages, the-yellow-pages, theyellowpages, why-we-need-yellow-pages, will-yellow-pages-survive, Yellow pages, yellow-page, yellow-page-logo, yellow-pages-com-logo, yellow-pages-logo, yellowpage, yellowpages

Attorneys need coaches

January 18, 2011 by David M. Ward
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The top people in any industry, whether sports or business or the arts, have coaches. Attorneys should, too.

A coach can provide training and mentoring and yes, some hand holding, but perhaps the most valuable service they offer their clients is providing a mechanism for accountability.

My coach taught me that accountability is one of the most powerful forces in motivating human behavior. I know when I have to report my progress to him at the end of the week, I get the work done. Without that accountability, it’s too easy to delay and defer. I don’t know why I listen to my excuses, but I do. I’ll bet you do, too.

If you want to get more done, especially in the area of marketing your legal services, you should consider hiring a coach. Actually, you should hire me.

As an attorney, I built a successful practice by implementing marketing strategies and techniques that I learned through a lot of trial and error and a lot of study. As a marketing consultant, I’ve helped hundreds of attorneys with different backgrounds and practice areas in all phases of marketing and business development.

When we work together, you’ll be able to:

  • Get more repeat business and referrals
  • Determine the best markets for you to target
  • Get better clients and bigger engagements
  • Develop a web site or blog that builds your brand and brings in new business
  • Create compelling content for your web site or newsletter or for a speech or seminar
  • Build targeted lists of prospective clients and referral sources
  • Use social media to drive traffic to your web site
  • Create marketing documents that make your phone ring
  • Increase your gross income and your net income
  • Earn more while working fewer hours
  • Create a marketing plan that works for you, your practice, and your market

If you are on my newsletter list, you will be notified when the next group coaching program is open.

If you’re interested in one-on-one coaching, please call me at (949) 888-2800 or use this contact form.

I can also provide referrals to experts in other fields. Please contact me if you’re interested in any of the following:

  • Copy writing (web, brochures, sales letters, landing pages, radio/TV)
  • Media buying
  • Email campaigns
  • Print ads
  • Web site (and blog) development
  • SEO
  • PPC
  • Videos (scripting, shooting, editing, publishing)
  • Social media campaigns
  • List rental
  • Web site metrics

If you want to be at the top of your profession, surround yourself with experts who can help you achieve more than you can achieve on your own. Hire someone to help you determine your most important goals, equip you with the tools and resources for achieving those goals, and hold you accountable to the monthly plans and daily activities that will help you accomplish them.

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Filed Under: Advertising, Coaching, Copywriting, Marketing legal services, Mentors & Coaches, Newsletters, Online Marketing, Public Speaking, Referrals, Relationship marketing, Social media marketing, Web traffic Tagged With: attorney-coaching, attorney-for-coaches-needed, bad-lawyer-advertising, coaching-for-attorneys-marketing, divorcelawyerads, lawyer-advertising, lawyers-spend-on-advertising, logo-yellow-printers, Marketing legal services, overheadcostclipart, preprinted-attorney-marketing, spoof-advertising, tv-ad-with-dialogue, tv-advertisements, yellow-pages-iklan, yellow-pages-logo, yellow-pages-phone-book-clipart, yellowpages-directory-book-clipart, yellowpageslogoparody, yellowprinters
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