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How Clients Search on the Internet

Potential clients are searching for lawyers on the Internet using longtail keywords. FindLaw found that longtail keyword searches where someone was looking for a lawyer accounted for 32% of all searches.  67% were less valuable research queries using regular keywords, such as “DUI laws in Texas”.

What’s the difference between a regular keyword, keyword phrase or Longtail keyword? A keyword could be “lawyer” while a keyword phrase could be “personal injury lawyer” or “Dallas personal injury lawyer”. FindLaw refers to this as a Head-Term query.

A longtail keyword is much longer and likely includes information pertaining to the searcher’s circumstances, such as “lawyer for drunk motorcyclist hit by a car in Dallas”.


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Cloud Sync Storage 20GB and more free

Get a free 20GB account at Copy.com to backup & sync all of your computers, tablets and smartphones.  I now use Copy.com for my law office.

Copy.com will give you 15 GB of free storage when you open an account but you’ll get an additional 5 GB of free storage if you sign up using this link.

To get 15GB + 5GB of storage:

  • Download the file and install on one of your devices
  • To get 5GB extra, you must click on the link in the confirmation email they send you

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How Can Your Video Stand Out From the Competition?

Do you have videos on your law firm website? You should! 90% of users say a video about a product is helpful to their decision process (For statistics, see unisourceworldwide and digitalsherpa).

Video marketing is very different than a TV commercial.  A TV commercial is usually a 10, 15 or 30 second advertising spot while video marketing is a longer video commonly used for marketing on a website and social networks like Youtube, Facebook and Linkedin.

Videos made for marketing have entirely different goals, messages and lengths. As with advertising on TV, the message is crucial. The message in a marketing video must engage the viewer. Fail that and you wasted your money.


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Lawyer’s 2 minute local Super Bowl ad!

A personal injury attorney aired an unbelievable 2 minute long halftime TV commercial in a Super Bowl ad.  No, the ad wasn’t national – it was local, aired in Savannah, GA but it’s still costly and it was 2 minutes long!  The TV ad features heavy-metal music and looks like a movie trailer.

The lawyer, Jamie Casino, Esq., wrote, directed and starred in the ad to honor his brother who was murdered along with his friend.  Of course, it’s also advertising his personal injury practice.   Jamie explains that he used to be a criminal lawyer until the murders and then decided to switch to personal injury to represent victims.


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How To Get More Time For Advertising and Marketing

Advertising and marketing costs more than money.  It costs your time.  Additionally, lawyers have to work harder and more efficiently to earn the same legal fees of years ago.

Advertising efforts can be delegated to an advertising agency but you still need to spend your time overseeing your advertising campaign.  If you have no idea what you’re agency is doing you’re doomed for failure.

With TV advertising becoming more difficult, marketing becomes even more important.  Although less expensive than advertising, marketing costs a lot more of your time.  With increased marketing, you’ll get more cases and need more time.  It’s a vicious circle.


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Will lawyers soon stream advertising into your head?

Will lawyers soon stream advertising into your head?  It’s now possible.

Sky Deutschland developed technology for advertising which was previously designed for the military called bone conduction.  Bone conduction transmits sound to the inner ear through the bones of the skull by converting electrical signals to vibration.

Often seen in movies worn by military special ops troops, bone conduction technology advanced to use for people with a hearing problem as can be seen with this bone anchored hearing system and now in consumer technology such as AfterShokz headphones.


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Is TV Advertising Going The Way of The Yellow Pages?

Lawyers who have advertised on TV for a long time have noticed that it’s not working as well as it used to. Many lawyers have asked me why TV advertising is not what it used to be. I see some similarities with TV advertising to the Yellow Pages.

When the Yellow Pages worked well, there was only one yellow book. Years ago, there was just broadcast TV with just a very few channels. Most of the lawyer advertising was on just one or two channels. Now, there are over 1,000 channels; many different sources; and many different methods of watching TV content.


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Did Your Law Firm Renew Your Yellow Page Ad?

When the yellow pages calls to sell you an ad, you might want to give it some thought before saying No Thanks.

Bar 3 Bar-B-Q, a Montana restaurant, found themselves listed for free under the “Animal Carcass Removal” section in the local yellow pages after they refused to buy an advertisement in the phone book.

The listing was a featured joke on the Jay Leno TV show. Bar 3 Bar-B-Q alleged the salesman intentionally placed the free listing because of their refusal to buy an ad and Bar 3 Bar-B-Q’s parent company, Big Sky Beverage Inc., sued the yellow book publisher Dex Media Inc. The suit was settled confidentially.


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Eat Mor Chikin – Not if it tastes like a T-shirt!

Now for the second time, after allegedly abandoning their first claim, Chick-fil-A sent a cease-and-desist letter to Bo Muller-Moore who makes screen printed “Eat More Kale” T-shirts by hand.  Apparently, Chick-fil-A believes that use of the slogan “Eat More Kale” on T-shirts is confusingly similar to their slogan “Eat Mor Chikin” for their restaurants.

Although I think this is legally ridiculous, I don’t think I like to try Chick-fil-A if it tastes like a T-shirt.

In another equally interesting and legally ridiculous claim, the porn company Vivid Entertainment accused Taiwan-based phonemaker, HTC of violating their trademark by marketing their new phone called Vivid.


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Cut Your Marketing Expenses When Revenues Are Down?

I received a Technolawyer e-newsletter promoting an article, by Lee Rosen, revealing the secret to charging flat legal fees. The secret is to make your fixed expenses variable. One of the expenses suggested to be changed to variable is marketing and ostensibly, advertising.

The article stated: “Now we’ve achieved variability on our marketing expenses. We have no contracts related to marketing. We can start or stop our marketing on a moment’s notice with no penalty. It’s quick and easy.”

While it can be advantageous to have variable expenses, decreasing marketing expenses when revenue is going down is a disastrous idea.  This will reduce revenue even further both now and in the future.


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Bing & Google – Search Engine Evolution

Bing is now using Facebook data to display websites your friends have “liked”.  This is influencing the ranking of the search engine listing results in a way that is personal to you and will display results on the first page which could previously have been several pages deeper.

If you don’t want to see results liked by your friends, you can avoid using this feature by simply not signing into Facebook.  But I suspect the people you want to reach will be using it.


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Toys, Fast Food & Advertising Regulations

The city of San Francisco doesn’t want children to get a toy with their meal at a fast food restaurant if they want french fries. However the city would allow them to get a toy if they eat something healthy (within their nutritional guidelines).

This could be just the right thing to save children from a lifetime of diabetes and heart disease, at least in theory. Or this could yet another example of regulators with a lack of marketing knowledge. It just might take the marketing people at McDonald’s, Burger King and other fast food chains at least 15 minutes here or there to come up with marketing ideas to get around the problem.


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Can Your Vanity Phone Number Become a Sex Line?

Toll-free vanity phone numbers are not only easy to remember, but after the end of a long advertising campaign a good vanity phone number can be remembered for years. After a law firm discontinued a two-year advertising campaign with 1-800-HURT-911, calls continued to come in for another two years.

That’s the problem with the New York State DMV hotline 1-800-DIAL-DMV. Due to budget cuts, the toll-free vanity phone number was dropped by the state 18 months ago and that’s when the problem started.


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1-800-BUSINESS Toll-Free Vanity Phone Number for Sale

 

UPDATE: 1-800-BUSINESS was sold

1-800-BUSINESS, LLC is being sold at auction together with the valuable toll free vanity phone number 1-800-BUSINESS and related domain names.  The auction was announced earlier this week and will be held on May 27, 2010 by Streambank LLC.

The company is including the domain name 1-800-BUSINESS.com, but 1800BUSINESS.com and 800BUSINESS.com were registered to someone else.

The President of 1-800-BUSINESS, LLC said a number of bidders have already registered. To become a registered bidder, a certified check which is refundable to the losers must be submitted by the bid deadline of May 25, 2010.


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Email Scams Targeting Personal Injury Lawyers

Personal injury lawyers beware of email scams.  Email scammers have been previously targeting divorce and collection lawyers to collect a debt but are now targeting personal injury lawyers.  Email scammers are pretending to have been in an accident and need your legal services to settle the case.  There have also been email scams aimed at the public pretending to come from real law firms (I wrote about that in my article “Is Your Law Firm’s Name or Brand Being Used to Commit Fraud?”).


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