One of my best friends in school was a terrible student. He never cracked a book, never studied a day in his life. But when test-time came, he was cool as a cucumber. Just unflappable. I figured out from an early age that simply learning something was a lot different than being able to apply […]
Infographic – Cutting Through the Blah: Designing a Great YP Ad
What exactly makes a great Yellow Pages ad? We discussed our thoughts yesterday, but here at Kirkpatrick we’re all about results from analysis, so we wanted to show you our methods in action. We put together this infographic with a client’s ad and we tried to break our tips down so that it is easier […]
Stand Out From the Crowd: Why Your Phone Book Ad Needs a Designer!
We’ve spent several weeks now, focusing on how to manage yourself through the negotiation process when dealing with phone book publishers. But what happens after that? Where do all the ads in the phone book come from? Who makes the decisions on layout, fonts, images and everything else? More often than not, law firms and […]
Pick a Winning Horse – An Argument for Running in Fewer Phone Books
Is your law firm advertising in multiple phone books? In rural areas, this makes perfect sense — you want to reach the widest audience with your message. However, it usually means negotiating multiple contracts for different areas. Which can be a headache — or several. Publishers know you’re running in several books. They renew local […]
Inside a White Pages Database: How an Attorney Became an Air Conditioning Repairman
Making it as an attorney is tough. Like marketing, it is extremely competitive. The key to winning is diligence. Lawyers and marketers alike have to focus every day – never letting a detail out of sight. Being the best is accomplished everyday. Football great, Jack Kemp once said, “Winning is like shaving – You do […]
The Power of the Separate Phone Book Listing
Law firms spend so much time worrying about their paid phone book ads, that they forget a percentage of their calls come from the unpaid directory listings. It makes sense. Phone directory advertising is usually costing you upwards of a third of your advertising budget. You hear people saying phone book advertising is money wasted, […]