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Marketing Whiz (access required)

Law firms test what works, doesn’t work, in advertising

When it comes to marketing his law firm, Ken Harrell, managing partner of the Joye Law Firm, has tried just about everything. Some campaigns have worked well; others have failed miserably. The trick to making it work is simple, though, says Harrell: Have a lot of money, and know when it’s time to move on to the next idea. The firm advertises its bread-and-butter personal injury practice everywhere — on television, on billboards, in the Yellow Pages and on the Internet.

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