*This post appeared in the Massachusetts Bar Association’s weekly e-Journal: Tip of the week on 12/3/2009

The future of legal marketing is no doubt on the Internet, whether it’s through Web sites, blogging, social media, twitter or videos. However, that doesn’t mean print ads are dead and gone. There might be situations where it’s appropriate or certain demographics that you can only reach through traditional print advertisement. But just because you’re using traditional print advertisements, doesn’t mean you should be traditional in how you approach it.

Look at any attorney print ad in the phone book or church pamphlet or wherever else they show up, what’s the biggest thing featured on the ad? It’s probably the attorney’s picture and their name. Now ask yourself, when a client is searching for an attorney, do they care more about what your name is or do they care about what their situation is and how you can help them?

Instead of making your name the biggest part of any ad, try instead making the practice areas of your firm the main focus. After all, that is what your client is mainly looking for.

This tip is courtesy of Gabriel Cheong, attorney at law, owner of Infinity Law Group.