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".