Every ad doesn't have to sell. You can't describe the work you perform and expect a prospective client to immediately call you on the phone. However, when combined with other marketing tools, advertising is a highly effective method to get your name in front of your audience and reinforce the image of your firm. If the ad is supposed to sell, let it. But keep in mind that ads can do a lot more for your marketing plan than just sell.
Good advertising works because of good planning, good creative concepts and good execution.
If so, keep trying and recognize that law firms entering the world of advertising are still on the frontier and growing pains are unavoidable. The threshold for success keeps getting higher and higher, and it's up to each and every legal practitioner and law firm to keep pushing the boundary. Jay M. Jaffe is the chairman of Jaffe Associates, Inc., a marketing and communications consulting firm specializing in law and other professional service firms with offices in Washington, D.C., and London, England. This article can not be reprinted for any purpose without authorization by Jaffe Associates. We value your opinions about lexisONE and rely on them to please you .