I have a free offer for my niche practice area, but one of my competitors is now offering something similar. What can I do to get the advantage back?

Now that attorneys have started to see the value of a free offer for their customers, it’s becoming a buyer’s market for legal services. And that’s fine; remember, there are plenty of clients to go around. The clients you don’t want may be perfect for your competition, and if they’re not going to be profitable for you, you should let them go.

However, this can be problematic if your niche practice area overlaps with that of your competition. To avoid fighting for over your ideal clients, you only need to change your tactics slightly. For example, try tweaking your irresistible offer by making:

  • CDs. Listening to your guide is even easier than reading it, and gets the customer familiar with your voice.
     
  • DVDs. You can easily compile your informational YouTube videos into an informational DVD, allowing your customers to watch you give them all the answers they need.
     
  • Another guide. If your first free offer deals with the aftermath of a car accident, answer a different question in your next guide. A book on whether or not the customer even needs an attorney (meaning you or your competitor) will turn him back toward you for the answer.

The ultimate goal your guide should achieve is getting the customer to contact you. Most attorneys wait until the customer is actively seeking an attorney to market to them, and then making a “hard sell” to sign the client. But planting your name in the customer’s mind takes is a much more effective technique, and can take place at any point in the customer’s search—and it begins the moment they enter your site.

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