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IN MARKETING SMALL FIRMS, TURN PAST THE YELLOW PAGES To the editor: I applaud Reid Trautz’s comment [" The Value of Marketing," March 31, 2003, Page 26] that marketing is much more than advertising. So true! He rightly points out that marketing can help firms home in on their best clients and most profitable industries, and increase referrals. However, I must wholeheartedly disagree with Becky Mangus’ advice for small firms to “get a bold entry” in the Yellow Pages. The bulky book has dozens upon dozens of pages of law firm ads, with very little way for readers to differentiate between each firm — even with a bold entry or slogan inserted. Over the past two decades, as president of a D.C.-based marketing and brand design firm specializing in the legal industry, I’ve worked with firms both small and large and have consistently found that few, if any, clients contact firms due to a Yellow Pages ad. Don’t waste the money. The key to good marketing is setting yourself apart from the pack. There are ways to do that for every budget. The Lewis Law Firm’s targeted newsletters and streaming video, and Linda Ravdin’s active networking are great ways to bring in work. Even little, low-cost things, like catchy e-mail slugs that drive people to call you or view your Web site for more information, can help increase name and brand recognition. Burkey Belser President Greenfield/Belser Ltd. Washington, D.C.

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