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The Workmen's Circle & Sholem Aleichem Institute
Jewish Community Council
Sarah K. Gold Philanthropic Fund, United Jewish Charities
present the
13th Annual
YIDDISH CONCERT
1N THE PARK
featuring the
Ethnic Connection
7:00 p.m. Sunday, August 18,1991
Shepard Park, Oak Park
Church & Northfield
No Admission Fee
Bring Chairs For Your Comfort
Come Join With Us For Prayer, Study and Sociability
CONGREGATION SLIAAREY ZEDEK B'NAI ISRAEL CENTER
4200 Walnut Lake Road
invites you to join with us in perpetuating
Conservative Judaism in West Bloomfield
Daily, Sabbath and Holy Day Services
Attend Our Inspirational High Holy Day Services
DR. SHERMAN P. KIRSHNER, RABBI CANTOR BARRY ULRYCH, HAllAN
Contact the Synagogue Office, 681-5353
for Membership or High Holy Day Tickets
56
FRIDAY, AUGUST 9, 1991
elements of hucksterism the
ABA (American Bar Associ-
ation) attempted to put
together rules of profes-
sional conduct, but it was
struck down," Mr. Oren
said. "Unfortunately, good
taste cannot be regulated."
Joel R. Goodman, a
Southfield lawyer, said
advertisements which are
akin to "hucksterism" make
it more difficult for other
lawyers.
"People have a mistrust of
attorneys when they see
some of the commercials
that are on radio and TV,"
said Mr. Goodman, who spe-
cializes in personal injury
and worker's compensation.
"Lawyers' reputations are
not enhanced by adver-
tisements that look like am-
bulance chasing."
Mr. Goodman, who has
practiced law since 1971,
said he wouldn't advertise
on TV even if he had the
budget to spare.
"I advertise in the Yellow
Pages, but sometimes I'm
embarrassed professionally
by some of the spots on radio
and TV," Mr. Goodman said.
"It's something I would not
get involved with." Mr.
Goodman, who's been on his
own since 1977, said he
relies on his reputation and
referrals.
"I don't feel a pressure to
advertise and if I did, I
wouldn't use any excess
props or talk about slipping
babies," Mr. Goodman said.
Mr. Topper, a personal in-
jury lawyer with a
background in advertising,
disagreed.
"Lawyers, as a whole, are
somewhat condescending
when it comes to advertising
for work," Mr. Topper said.
"The message is beneficial
even if it appears to be a
little tacky."
When lawyers form their
individual practices and are
no longer on a steady pay-
check, they look for other
ways in which to generate
business, Mr. Topper said.
"Marketing is an impor-
tant tool in the 1990s and for
the future, no matter what
Sanford Topper, attorney at law.
profession," Mr. Topper said.
"Lawyers are no exception.
The profession is becoming
overpopulated and more and
more lawyers turn to adver-
tising as a means of attrac-
ting more clients."
Mr. Topper, who budgets
about $40,000 a year for
advertising, considers it a
necessary part of his prac-
tice. While he had no exact
figures, Mr. Topper said
many of his clients come in
after they've seen his ad.
"When people need re-
ferrals and don't where to
turn, they rely heavily upon
attorneys who advertise," Mr.
Topper said. "Let's face
it, lawyers have no product
to sell other than their ser-
vices." ❑