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• catalog alternative "Complete guide to creating winning ads".
• catalog contributor b12416576.
• catalog contributor b12416577.
• catalog created "c2002.".
• catalog date "2002".
• catalog date "c2002.".
• catalog dateCopyrighted "c2002.".
• catalog description "(C) State requirements for retention, submission, and screening of lawyer advertisements -- (D) State bar associations -- (E) Yellow Pages headings by field of law -- Afterword. Rita and the candy bars : an introduction to extraordinary marketing.".
• catalog description "18. Using the Yellow Pages' most powerful tool : emotion -- 19. Why your ad should talk to women (or men) -- 20. Choosing your reputation : creating a memorable slogan -- 21. How about fax numbers, zip codes, e-mail addresses, and Web sites? -- 22. What Yellow Pages advertising cannot do -- 23. Good ads, bad ads : eight examples -- 24. Are statistics worth the paper they are printed on? -- 25. What about the "other" telephone books? Core directories, overlays, community directories, and specialty books -- 26. Avoiding wasteful spending : a guide to where and why -- 27. What about in-column ads and guides? -- 28. The miracle in the White Pages -- 29. Where is value? Color, or size and position? -- 30. When not to advertise in the Yellow Pages -- Appendixes. (A) The ABA Model Rules 7.1 through 7.5 : information about legal services -- (B) Summary of state regulations governing the communications of legal services -- ".
• catalog description "Includes bibliographical references and index.".
• catalog description "pt. I : Getting to know the Yellow Pages -- 1. A brief history of lawyer advertising -- 2. The rare spotted zebra -- 3. Six keys to the kingdom -- pt. II : Creating what works : the best ad in the directory -- 4. Attitude is everything -- 5. Rule #1 : give your potential customers what they want -- 6. Rule #2 : to be noticed, stand apart -- 7. Understanding what we sell : people do not buy shampoo -- 8. Your foundation to profitability : research -- 9. Building your target : hitting the bull's-eye -- 10. Focusing on your customer -- 11. Creating the market leader -- you -- 12. Words count! Edit. Edit. Edit. -- 13. Call me! Building your power headline -- 14. Create the best ad in the directory : selecting a top-notch design team -- 15. What now? When your ad comes back from the designer -- pt. III : Transforming a good ad into a powerful ad -- 16. Leading the eye : getting readers to call you -- 17. Don't be secone best; choose the winning game -- ".
• catalog extent "xi, 183 p. :".
• catalog hasFormat "Effective yellow pages advertising for lawyers.".
• catalog identifier "1590310608".
• catalog isFormatOf "Effective yellow pages advertising for lawyers.".
• catalog issued "2002".
• catalog issued "c2002.".
• catalog language "eng".
• catalog publisher "Chicago, IL : ABA Law Practice Management Section,".
• catalog relation "Effective yellow pages advertising for lawyers.".
• catalog spatial "United States".
• catalog spatial "United States.".
• catalog subject "Advertising Lawyers United States.".
• catalog subject "KF310.A3 R36x 2002".
• catalog subject "Lawyers United States Marketing.".
• catalog tableOfContents "(C) State requirements for retention, submission, and screening of lawyer advertisements -- (D) State bar associations -- (E) Yellow Pages headings by field of law -- Afterword. Rita and the candy bars : an introduction to extraordinary marketing.".
• catalog tableOfContents "18. Using the Yellow Pages' most powerful tool : emotion -- 19. Why your ad should talk to women (or men) -- 20. Choosing your reputation : creating a memorable slogan -- 21. How about fax numbers, zip codes, e-mail addresses, and Web sites? -- 22. What Yellow Pages advertising cannot do -- 23. Good ads, bad ads : eight examples -- 24. Are statistics worth the paper they are printed on? -- 25. What about the "other" telephone books? Core directories, overlays, community directories, and specialty books -- 26. Avoiding wasteful spending : a guide to where and why -- 27. What about in-column ads and guides? -- 28. The miracle in the White Pages -- 29. Where is value? Color, or size and position? -- 30. When not to advertise in the Yellow Pages -- Appendixes. (A) The ABA Model Rules 7.1 through 7.5 : information about legal services -- (B) Summary of state regulations governing the communications of legal services -- ".
• catalog tableOfContents "pt. I : Getting to know the Yellow Pages -- 1. A brief history of lawyer advertising -- 2. The rare spotted zebra -- 3. Six keys to the kingdom -- pt. II : Creating what works : the best ad in the directory -- 4. Attitude is everything -- 5. Rule #1 : give your potential customers what they want -- 6. Rule #2 : to be noticed, stand apart -- 7. Understanding what we sell : people do not buy shampoo -- 8. Your foundation to profitability : research -- 9. Building your target : hitting the bull's-eye -- 10. Focusing on your customer -- 11. Creating the market leader -- you -- 12. Words count! Edit. Edit. Edit. -- 13. Call me! Building your power headline -- 14. Create the best ad in the directory : selecting a top-notch design team -- 15. What now? When your ad comes back from the designer -- pt. III : Transforming a good ad into a powerful ad -- 16. Leading the eye : getting readers to call you -- 17. Don't be secone best; choose the winning game -- ".
• catalog title "Complete guide to creating winning ads".
• catalog title "Effective yellow pages advertising for lawyers : the complete guide to creating winning ads / Kerry Randall.".
• catalog type "text".