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Date Created: 12/21/15
Law Firm Advertising - Provo Utah Law Firm _____________________________________________________________________________________ By Raol Kask - http://www.businesslawutah.com/ Law firm advertising is something you should do with caution while having a good education on what works and does not work. So let's get a little lawyer advertising education on directory listings both printed and online.If you are being asked to place a listing or an ad in a printed association or membership directory I would suggest you not do it. Why? Because the Internet has taken eyeballs off of printed vehicles and taken them online. It is too eProvo Utah Law Firm quick and often with more detailed information to go online when compared to hard copy printed materials. Most members will go online to see the online membership directory. In your law firm advertising you probably don't want to buy an advertisement in a printed directory. For example, in an alphabet organized directory if your ad is in the "G" section and the person is looking up a name in the "S" section it is unlikely they will see your ad anyway. If they organize the printed directory with ads in the front and back that is not likely to help you either since people won't be going there to see the ads when using the directory but to the alphabet section they are looking to find. Are there exceptions to this recommendation in law firm advertising? Well, maybe or even yes. If you can get a good ad on the front or back cover of the directory it might be worth the investment. I would go with the front as best, the back as second best and pass if they want to put you on the spine of the directory. If you can get them to let you put a small "classified ad" type ad maybe every 5 or 10 pages in the directory that may have some merit. This ad has to have a "call to action" to get a copy of a "white paper" or "special report" via your website or call your office since this method works the best in law firm advertising. Why? The ads are more likely to be seen and it turns an "image ad" (poor to no results) into a "direct response" ad (better results). Now, in lawyer advertising by this point you might be thinking you don't want to say no to an ad with an organization that has been good to you or you feel good about. I understand one does not always make these types of decisions with law firm advertising principles in mind. Do support them if you like, however, just know you are giving the money away. Ifyou can say no to the membership directory and do ads in their newsletters or magazine that would be a better option than the directory but still not the best unless you can use the "classified ad" type approach. OK, now on to law firm advertising strategies with online directories. There is much mischief here for sure with plenty of people willing to take your money for little or no return since most directory sites over promise and under deliver in marketing law firms. The two majors in the field are FindLaw and Martindale Hubble. There are literally dozens or maybe even hundreds of online directory sites for attorneys seeking this law firm advertising option. If you want to get a sense of how many you can go to Google and search using "lawyer" and/or "lawyer directory" and/or "attorney directory" (don't put the quotes in the search) and find the directories that way. To get a basic listing with the two majors the investment is likely to be over $1,000 per year. They will also want to sell you add on services as will many directories. The majors have some heavy overhead to cover as you can imagine. Some directories are free or as little as $10 per month. There is no reason to not list on a free directory other than the time it takes to do so might not be worth the effort. Martindale does have a free listing on its Martindale.com website. I did not see a free listing available on FindLaw. The main law firm advertising issue in considering investing in an online directory listings is can see your listing be seen in the pack? Given most directory queries by visitors call up a list of attorneys in a give practice area and geography, what are the chances you will be the lucky one picked off the list by the visitor? If you are in a major city you may have ten or twelve pages of attorneys listed. If you decide to pay more to be listed at the top of the listings with bells and whistles will that get you seen or even picked? That brings up the next major issue with directories in thinking through your lawyer advertising in directories. So… What’s Next ? To learn more about Provo Utah Law Firm, Click Here: http://www.businesslawutah.com/
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