Effective Advertising for Professional Services What Works and What Doesn't in Advertising The Trouble with Using Advertisements to Sell Your Services

At last, the perfect law firm ad campaign. Well, pretty much perfect. The 39-office, Atlanta-based law firm of Ogletree Deakins has been running an ad campaign that embodies every principle of good advertising.

The latest ad in The Wall Street Journal (see below) has a picture of a man in front of a crossroad sign as if he were choosing which fork to take. The headline, which is really a callout in the middle of the copy, is in larger type than the rest of the text and says "where you go now".

The text says, "As companies look to the future, the need for service-focused labor and employment law firm with national breadth and local presence has never been more critical. That's why Ogletree Deakins helps you determine the best path to reach your future destination. where you go now [the nominal headline], and the best path to reach that destination. One of the nation's largest and most respected labor and employment law firms, Ogletree Deakins has 39 locations and serves half the Fortune 50. Learn more at www.OgletreeDeakins.com."

Then the subhead: "Ogletree Deakins. NOW"

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