Market research firm Lab42 recently completed a study on advertising effectiveness. I wasn't surprised to find the results were that most people don't believe the claims made in ads.

One of the biggest reasons I don't think advertising works for lawyers is because it's not measurable and doesn't allow you to instigate that all important dialogue with prospects. Plus, most advertising is just too expensive for solos and small firms.

And if prospects are already viewing ads with suspicion, why would you spend any money on them?

The graphic below details the results of Lab42's research. Note that ads categorized as serious – the category that most attorney advertising would fall into – are the least likely to make an impression.