The lawyer's guide to effective yellow pages advertising
By: by Kerry Randall, Andru J. Johnson.
Contributors: Johnson, Andru J.
Edition: 2nd ed.
Publisher: American Bar Association
Published: 2005
Place of publication: Chicago
Language: eng
Number of pages: 198
Subjects: Advertising -- Lawyers -- United States
Notes: Includes bibliographical references and index.
Table of contents: title: A brief history of lawyer advertising; title: Yellow pages : the rare spotted zebra; title: Six key elements to yellow pages success; title: Attitude is everything!; title: Give your potential customers what they want; title: To be noticed, stand apart; title: Understanding what we sell : people do not buy shampoo; title: Your foundation to profitability : research; title: Building your target and hitting the bull's-eye; title: Focusing on your customer; title: Creating the market leader, you; title: Words count! Edit. Edit. Edit; title: Call me! building your power headline; title: Creating the best ad in the directory : selecting a top-notch design team; title: What now? when your ad comes back from the designer; title: Leading the eye : getting readers to call you; title: Don't be second best : choosing the winning game; title: Using the yellow pages most powerful tool : emotions; title: Why your ad should talk to women (or men); title: Choosing your reputation : creating a memorable slogan; title: Ego, ergo yellow pages; title: Good ads, bad ads : eight examples; title: Are statistics worth the paper they are printed on?; title: What about the "other" telephone books? : core directories, overlays, community directories, and specialty books; title: Avoiding wasteful spending : a guide to where and why; title: What about in-column ads and guides?; title: Specialty items : covers, spines, tabs, ink jets, and tip-ons; title: White pages advertising; title: Where is value? color, or size and position?; title: When not to advertise in the yellow pages.