It takes skill and ingenuity to target the right audiences and attract prospects who will become regular clients. These are skills that you can develop through practice and educating yourself about what does and does not work. Let's look at what does not work and why. Here are 3 reasons why advertising doesn't work for law firm marketing.
1. You use ads that aim at the wrong audience. This is a poor advertising choice. For example, you purchase a number of television spots, but can only afford to put your law firm's ad on after midnight on cable channels. Most television advertising is a waste of good money, as it has not been proven to produce results for law firms. It is crucial for the success of your law firm marketing campaign that you determine who your target audience is and then focus only on them.
2. You use the wrong medium. For example, you have tried using television ads when advertising on the radio or in a trade magazine would prove more successful. It will not help your cause to conduct your law firm marketing through daytime television ads when your target audience would be at the office with their radio on in the background.
The same holds true if you were advertising on late night radio in order to reach an audience that would likely be flipping through a trade magazine at some point during their work day or while running errands on their lunch hour.
3. You have no call to action in the advertisement. Every ad should answer the question, "Why should I call you now?" If your law firm marketing strategies involve flooding the market with various correctly focused advertisements, yet you have failed to hit your mark, then you have not given them any reason to contact you.
The simple truth of law firm marketing is that if you aren't prompting your prospects to take action and contact you in order to become clients, you are wasting your money, your time and the client's time. This is how you lose clients, not how you attract them.
Your goal is to reach your target audience in ways that will keep your firm in their minds and call them to action. Their actions must be to not only contact you, but to hire you for all of their legal needs. To do this successfully, focus on the four basic criteria of AIDA:
* Attention: Grab attention with a catchy headline, intriguing question, powerful statistic or thought-provoking quote
* Interest: Tell prospective clients why they should be interested. Don't make them guess
* Desire: Answer these two questions. Why should I buy from you? Why should I buy from you now?
* Action: Offer a low risk way to contact you. Give away a free special report, or offer a low-cost public seminar or a workshop
A well-structured and intelligently thought out marketing plan is the only effective method to attract prospects and turn them into clients. Any other attempt that does not employ the basic common sense rules of good law firm marketing is just a feeble attempt at testing the waters. That will get you nowhere except over budget and under stocked in your client pool. Use your good sense and talents as a voice for people who cannot speak for themselves to reach those people who need your services.
Fallout 3 Doesnt Work
When Bob Dole was running for President, he asked the oilman T. Boone Pickens to head up his campaign in Texas. In return Pickens wanted to write the energy policy that Dole would put forward. Dole replied "Right there, on the floor, that's a sleeping dog. Politicians don't kick sleeping dogs. Bill Clinton doesn't give a damn about energy and I don't either. We're not either one of us gooona kick a sleeping dog and so energy will not be an issue in this campaign. But in case one of us stumbles over the dog, and if one of us has a problem, you will be the guy who advises me" (Chicago Tribune 7/14/08).
And it hit me! That's it! That is why our political system is broken!
It isn't that Bob Dole and Bill Clinton hadn't known at least since the 1973 "1st OIL CRISES" or the 1979 "2nd OIL CRISES" that burning up the remaining pools of liquid oil under the earth's surface wasn't:
1. An economic disaster. The U.S. and the world economy would be at the mercy of any mood swing by the petty tyrants who controlled much of the remaining quantities of the world's supply of oil.
2. A geo-political disaster. We were transferring enormous amounts of money and power to those tyrants.
3. A National security disaster. Sooner or later those tyrants and the radicals around them would use the vast amounts of money we were supplying to them to fund wars against us or our allies.
4. An environmental disaster. Burning up vast quantities of oil was emitting vast quantities of pollutants into the air we breathe and destroying our atmosphere.
5. A dependency disaster. Those pools of oil took billions of years to form, and they were not endless. They would over a fairly short period be exhausted, and our reliance on them would abruptly end.
It wasn't that Bob and Bill didn't know, but the issue was a Sleeping Dog. They knew. But they didn't care! Politician's agenda isn't to solve National or World problems, not even problems that will later become disasters. Their agenda is to get elected. And once elected, politicians agenda is to get re-elected. And to get elected and re-elected they carefully tip-toe around any Sleeping Dogs, and avoid stumbling over them.
Until the problems eventually blow up in our face, like the energy problem finally has, and then they look for why it isn't their fault, and how they can bail us out and be a hero.
Our elected politicians do the same with other problems. They watched the mortgage industry run amok for years, lending money to anyone who would take it, with "adjustable rate mortgages" to make the loans affordable to people who couldn't afford them. And when the mortgages adjusted, and the required payments doubled or tripled, millions of people lost their homes, and they precipitated a global banking crises and a global economic disaster.
And what other Sleeping Dogs are they avoiding? What problems will we leave for our children, our grandchildren, and the generations to follow us?
We are overpopulating their world. We are chopping down the primordial forests and driving other species to extinction. We are promoting dogma over observation, reason and science, fostering intolerance for those different from ourselves, and deliberately squelching medical research that holds great promise. We have 300 million guns, we have put one percent of our adult population in prisons, and we are the most violent society of any developed nation. We continue to pursue failed policies with regards to narcotic drugs, immigration, and the Middle East. We continue to solve disputes with other nations with bombs and destruction, trade our freedom for a little perceived safety, detain people indefinitely without proof of wrongdoing, and we are discussing just how much we should torture those people! . We are creating a nation that does not manufacture anything, provides enormous wealth for some and poverty for others, makes even basic health care inaccessible for millions, and we're building a mountain of debt for the next generation to repay!
We can do better.
Or are we willing to continue to let the Sleeping Dogs lie?
Both Stephen Fairley & David Rosenak are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Stephen Fairley has sinced written about articles on various topics from Marketing Tips, Business Plan and Advertising Guide. Stephen Fairley is CEO of The Rainmaker Institute is the nation's largest law firm marketing company that specializes in helping small law firms generate more and better referrals and create a 7 figure law practice. Over 6,000 attorneys have benefited fro. Stephen Fairley's top article generates over 2900 views. to your Favourites.
David Rosenak has sinced written about articles on various topics from Politics, Advertising Guide and Politics. Read more about this topic and 25 chapters on other thought provoking topics in the highly acclaimed poignant and witty new book "Running Amok - Our Grandchildren will Curse Us" by Dave Rosenak. Check out the web site. David Rosenak's top article generates over 1000 views. to your Favourites.
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