Jaffe PR's Marketing Tips for October 29, 2009

November 5, 2009
Classic PR Tip

Freshen Up Your Perspective on Print Advertising

Terry Isner

Gone are the days when a law firm can run a simple ad announcing its services or heralding the arrival of a new attorney and reasonably expect any return on the investment.  As in law or any other business, your print advertising must compete for the attention of the reader in a way that immediately conveys the value of your services – and with a message that will stick in their minds well after they turn the page.

Consider a tongue-in-cheek approach against the dark clouds cast by the current economy, or hit your audience hard by actually discussing the elephant in the corner.  Tell a story that’s different from other law firms trying to woo the same audience.  And when you do create that one-in-a-million message, think about whom you want to see it and what publications they read.  They may not be the same ones you have advertised in before.
PR 2.0 Tip

Take Your Ads in a Digital Direction

Liz Lindley

Want some additional bang for your advertising buck?  Many, if not most, print publications also have online versions, as well as topical blogs, eNewsletters, or email digests – all of which can provide additional opportunities for your ads.  And trust us when we say that advertisers would love to tell you about them.

Print advertising, while important, is one-dimensional, much like a billboard.  It just sits there, waiting for the reader to take the next step.  Digital advertising, by comparison, draws the reader by one simple click into another environment that you control, whether it is a firm’s Web site, practice group page, your bio, email, or even a specially developed “gateway” URL that allows you to measure the response from digital and print ads.  And the more targeted the electronic publication – such as a blog about environmental issues, or an eMagazine addressing the financial crisis – the more effective you become in reaching your target audience.

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