Marketing Attorney Blog

DEAR MAM: I read your recent post on Verizon Yellow Pages. I too have had enormous frustrations with their practices–how much things cost? When the deadlines occur? Errors in the ads? What should I do? Is there a person or department you suggest I contact with Verizon? SINCERELY YOURS, JB, Phoenix, AZ

DEAR JB: To be honest, I’m encouraging firms I work with to stop all Verizon Yellow Pages advertising, because of these types of issues. The reality, in my opinion, is that it is a dying entity. Besides the fact that there are numerous competitors (I do not know which book I keep in my own kitchen–Verizon or Yellow Book–myself), when I need to look something up, I go online anyway. And for one of my law firm clients, we have spent more time trying to resolve a dispute with Verizon this past year than we have on our own business development plan. The best bet is to simply cancel your listing all together. You can always go back later (regardless of “losing your spot in line” sales gimmickery). Perhaps, you will get a new manager or rep that can start you off fresh, or simply try some other marketing tools for a year or two and see how things net out. I have chosen to redirect some of the Verizon money to Yellow Book, simply to see if the product, services and results are any better. Please feel free to contact me privately for further information. Thanks for writing. I feel your pain. Sincerely yours, THE MARKETING ATTORNEY

DEAR MAM: I practice employment law at what would probably be considered a megafirm. A few of us are wondering whether it might be better to venture out on our own. In today’s market, do you think our futures are brighter staying put (we are on the partnership track, we think) or going out on our own? SINCERELY YOURS, JC, New York, NY

DEAR JC: Oh, the dilemma of sucking it up and earning big bucks with little life, or rolling the dice on making a good income and doing what you want. I know it well. Contrary to some recent reports, many have found recent success finding a niche that stands between a solo and a boutique–the mini-boutique. In most cases, the mini-boutique has a specialty in which a corporate client finds greater value and lower cost. In most cases that I’ve dealt with, the mini-b is started by partners that have a book of business to get rolling. So, unless you know that there will be some clients to get going, you might hold off a littler longer. Some of the mini-bs that have met with great success are IP and employment practices.

You think that you are on the partnership track? If you are within three years of that next level, stay the course and then reconsider venturing out. If you are a third-year associate, unless you have some clients that will be making the move, you may struggle. And, of course, there is always the opportunity to find a better fit at a full-size boutique. The grass is always greener, baby! Let me know how things play out. SINCERELY YOURS, THE MARKETING ATTORNEY

DEAR MAM: Where do you stand on Yellow Pages advertising? My gut is that it is a waste. However, so many still spend so much on it. SINCERELY YOURS, SP, Minneapolis, MN

DEAR SP: You’ve struck a nerve. There is no entity that has less of a shot of getting a piece of marketing dollar from one of my firms than Verizon Yellow Pages or Super Book or whatever they call themselves. Dealing with Verizon is the worst vendor interaction experience that I have faced ANYWHERE on ANYTHING. I am in the process of looking for law firms that have had similar issues with Verizon sales personnel. Since I am not interested in getting into litigation with them, I’ll leave it at that. However, firms with such experiences should contact me privately. I’ve had much better experiences dealing with the folks at Yellow Book. But that does not really answer your question. In some undersaturated markets, there are still consumer-oriented firms that see and get value from Yellow Pages-style advertising. However, the impact in today’s market is far less than it once was. It has become an overpriced entity that is often too crowded to be effective. If you have a huge budget, I still put money aside for a Yellow Book, but if my dollars are tight, I go elsewhere first. Sincerely yours, THE MARKETING ATTORNEY

DEAR MAM: I just read your response to the NY man who was asking about online law directories. I am just starting to market an 800 vanity number and want to know what are your feelings on vanity numbers?
SINCERELY YOURS, KK, Santa Ana, CA

DEAR KK: Much like domain names, my first and often last question in response to a vanity phone number is “how intuitive is it?” Naturally, I see no value in a 1-800-ANTITRUST for a corporate law firm. However, for many plaintiffs’ firms, a vanity number that resonates with the consumer can have tremendous value. Of course, it needs to be part of a solid, overall marketing plan. I often pass billboards for PI firms that highlight ridiculous phone numbers and web addresses. So ridiculous that I can not offer up an example, because they are so “not memorable.” A number that sticks in my head after I get out of the car, or turn off the radio or TV, is a winner. That is the question you need to ask yourself. And when purchasing a vanity number from a third party (not the phone company), you should take a hard look at the cost versus the potential benefits. Thanks for writing. Sincerely yours, THE MARKETING ATTORNEY