Deadly Marketing Mistake #6: The Yellow Pages Mindset

No One Needs Personal Injury Attorneys. It’s a Delusion of the Yellow Pages Mindset.

Symptoms of the Yellow Pages Mindset:

  • Losing money trying to rank for 1 to 15 specific terms in Google
  • Expensive SEO not working
  • Low conversion rates
  • Constantly turning off potential clients by identifying your features
  • Missing out on huge opportunities to listen to clients
  • Missing out on huge opportunities to connect with more prospects
  • Following the herd
  • Ineffectual writing (also known as WhyDoesNoOneReadMyBlogitis)
  • Battling your competition with noisy high priced campaigns
  • Staying up worrying about Google updates
  • Being really bad at social media marketing

If you are experiencing any or all of these, put down your checkbook and read this.

The Yellow Pages Mindset persists.  The Yellow Pages trained us to think –>I was injured in a car accident–>Look up attorneys–>see “Personal Injury Attorneys.” We might have asked for a referral, or maybe thought of a billboard. Then we called around, possibly three or four attorneys.

Of course that has all changed.  But why has our mindset not changed? It’s because it’s much easier to think in the Yellow Pages Mindset.

How many searches did you do the last time you bought a camera?

What people need now are the answers to a myriad of questions before they shop around.  I am looking at a new camera.  My buying decision did not start at “Camera Stores” (Yellow Pages mentality).  The decision to hire a personal injury attorney does not start at the “Search ‘Personal Injury Attorney’” thought process, nor end there.

You must now realize a person is asking a myriad of questions and has a place to quickly get answers: the Internet.

Brace yourself. No one needs personal injury attorneys.

WAIT! Before you close your browser and never listen to me again: people don’t need personal injury attorneys, they need the answers to their questions:

  • What do I do after an accident?
  • Do I need to go to the hospital?
  • How long do I have to sue?
  • How do I make sure my bills are paid?
  • Can I do this on my own?

Once they decide on hiring an attorney, there is also an array of more questions.

Here is the problem with the Yellow Pages Mindset. You battle for what you think is the important term.  You have an affliction.  The “Curse of the Expert.” It makes the Yellow Pages Mindset worse. The two go hand in hand.

What is the cure to the Yellow Pages Mindset?

Like any mental disorder, first admit you have a problem.  Then seek advice.  Start thinking about marketing solutions, answering questions online, not just keywords. Call authenticWEB for a consultation and we can help you develop a strategy outside of the Yellow Pages Mindset.