If you’re a solo practitioner and want to develop an effective Yellow Page advertisement you should hire Ross Fishman. But not directly. Just hire his company Red Jackal Ads, which specializes in developing tasteful and effective YP ads that can be licensed for exclusive use in your jurisdiction. This recent article gives you an idea of how effective this strategy is:
"Since opening his solo family law boutique just over a year ago, Vancouver attorney Lorne MacLean has accomplished the seemingly impossible: By simply changing the design of his Yellow Pages ad, he increased his firm’s already significant profits by more than 200 percent."
Ross Fishman is the one who helped Lorne MacLean. If you’re a solo practitioner it wouldn’t hurt to check out the Red Jackal Ad site and see if you can license one of these effective ads for use in your market. Some people are squeamish about marketing, especially with yellow page advertisements. But, what’s wrong with using a tasteful and effective ad that makes you stand out as a lawyer who is different than the crowd? Nothing, as far as I can tell.
P.S. If you want a practice optimized for remote work & virtual collaboration, get this 24-page guide.