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Jax Daily Record Wednesday, Jan. 22, 200312:00 PM EST

Women lawyers hear advertising strategies


The Jacksonville Women Lawyers Association held its first meeting of the calendar year Tuesday at River City Brewing Company. Karen Green, owner of Women’s Digest, addressed the group on advertising strategies for professionals.

“Women in professional organizations have the most difficult time marketing,” said Green. “What you have to do is image advertising — create a great name for yourself.”

She suggests starting the process by identifying the target market and generating advertisements to show how your services can solve their problems. Find out about the audience of the preferred medium for advertising, then conduct market research and copy testing. Another technique she recommends is surveys.

“Have the people in your target demographic take a took at your ad to see what they think,” she advises. “Try to create an identity through repetition. When people think of using an attorney, they go to someone they know or to one they’re familiar with.”

Green was named the Woman Business Owner of the Year in 2001 and serves on the Mayor’s Commission on the Status of Women. In April, she plans to launch the First Coast Women’s Directory, a guide to female-owned businesses and organizations.

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