Marketing for Lawyers born on June 27, 1977. That was the day that the Supreme Court handed down its decision in Bates v. State Bar of Arizona, reversing the prohibition of attorney advertising. Since that day, it’s been a virtual “free for all.”
Today, Lawyers are advertising everywhere you look: I see series of billboards on the highway, both serious and funny. There are buses wrapped with Lawyer advertising, cable TV commercials and infomercials, podcasts, and digital advertising. They all have one goal: to introduce your name to a potential client, and get them to call you.
Marketing for Lawyers step by step
In marketing, whether your product is a box of cereal or legal representation, it’s important to know about the “marketing funnel” and how different marketing tools should be used at different points of the “Customer Journey.”
Very simply the steps that a consumer goes through are
- Awareness: they consumer has a need, and starts looking for a solution. Most Legal Advertising is focused on attracting the attention of potential client at this point. Billboards, Digital Advertising, and TV commercials work well at this point in the process. It’s all about just getting your name out there.
- Interest: If your Awareness advertising works, the consumer visits your website, and you try to generate interest. A website isn’t going to win a client. It’s job is to take them to the next step:
- Desire: If your website is effective enough you generate Desire, and the potential client picks up the phone to call for first-hand contact.
- Action: how do you get the potential client to take action? It depends on how you impress them on the phone call, and if they’re convinced to take the next step.
Missed Opportunity
In today’s legal field, with lawyers advertising to get noticed by potential clients, delivering the right message at the right time can make all the difference. While your competition focuses just on getting noticed, you have the opportunity to deliver the message that moves the potential client from “Desire” to “Action.” You do it by reinforcing the best reasons to choose you, and not overlooking any opportunity to drive your message home.
Legal Marketing Tool
Informer Messages are the legal marketing tool that creates value, builds relationships, and helps you become the preferred choice. You’ve worked hard to build your practice: Informer Messages concentrate on your clients’ needs, and put wasted “hold” time to use reinforcing how you can fill them. Click here for more information on making the right impression. https://informermessages.com/law-firm-advertising/
Deliver your message
Are you making the most of every opportunity to win the client? What do your telephone callers hear on hold? Find out about the Marketing Tool that can help you win more clients: Informer Messages on hold by clicking here, or by calling us at (800) 862-8896.
