AVALANCHE: The Lawyer Marketing Group

Should I put my photo in my ad?

Many lawyers place photographs of themselves or their staff in their ads. Is this good? Does it generate more telephone calls from the types of clients with whom you want to work?

Generally, a photograph of the lawyer(s) and/or staff is effective at setting a practice apart in a yellow pages ad if:

• you (or your staff) are an ethnic minority,
• you are a female lawyer,
• you appear to be especially trustworthy or experienced, or
• you are widely recognized in the community.

Photographs are not advised when:

• you are  not photogenic. Could your photograph imply that you are unfriendly, angry, or timid?
• you want that photo in there because it strokes your ego. Everybody says, “No—I’m not wrapped up in my ego!” So, here is the acid test: if it feels good to see your photo in your ad, your ego is hard at work. There is little that you could put in your ad that is less inviting to potential customers than your ego.
• you look very young.  Fifties to early sixties seems to be the best age range for a lawyer in the eyes of consumers. 

What if you have no driving reasons to put (or not put) your photo in the ad? Take a look at the other advertisers. Do they have photos? If more than 75 percent of the advertisers have their photo in their ad, you may want to consider it. Consumers get used to seeing things, and if those familiar things are missing, they may think you have something to hide.

Ultimately, every time you add something to your ad, you give up space. Ask yourself: Is there a better use of that space? And if you do decide to use a photo in your yellow pages ad, do it well. Check out "Getting Your Picture Taken".

We deliver.

Recently Andru was helping his father write text for an ad for his sign-making shop. The ad, as written, stated “Delivery Available.” Andru rewrote the text to read “We deliver.” Readers wanting their new signs delivered directly to their businesses or jobsites would understand the message: “We will bring the sign to you.” Readers wanting to know if the sign shop would deliver on its promises would understand the message: “We give you what we say we are going to give you, and get it to you when we say we are going to get it to you, at the price we quote.”

There are two things at work here. One is personalizing the message. "Delivery Available" is sterile. "We deliver" is warm. By using "we" in the ad, we are actively engaging in the activity of delivery. Making it personal. Putting a face to the business. Building a relationship.

The second thing that's happening is that we're communicating on multiple levels. "We deliver" has a bigger meaning. It means that we do what we say we will do. And it is an expression everyone is familiar with. So it is reinforcing a promise, and continuing to build that relationship.

How can you incorporate deeper messages in your ads?