Traditional law firm marketing techniques often have outdated goals for attracting new clients. These strategies focus too much on the lawyer and not enough on the issues that are important to the potential client. Direct response marketing is the modern day front end strategy that can lead to more clients and more revenue for your law firm.

 

Many traditional attorney marketing materials talk about the following:

 

  • The attorney's contact information

  • The attorney's background

  • The attorney's daily schedule

 

These materials fail to stand out among other legal advertisements. As a result, whether the potential client decides to contact your firm becomes a matter of random chance. Direct response marketing, however, inspires potential clients to choose your firm because they feel a sense of urgency to do so. Direct response marketing materials present an intriguing message directly geared towards the legal issues facing potential clients. After seeing these materials, potential clients are inspired to respond directly to the attorney because the message:

 

  • Provokes a response

  • Shows a need and importance for hiring an attorney immediately

  • Conveys the sense of urgency for speaking with a lawyer

 

Put simply, direct response marketing puts into the minds of potential clients that they would be an idiot to take any further action without first reaching out to the law firm. Similarly, attorneys should understand that failing to incorporate direct response marketing would be just as much of a mistake.

 

Direct response should be the goal of your law firm's front end marketing strategy. For more information, contact Great Legal Marketing by filling out our online form or calling our office at 703-591-9829.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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