It Would Cost Millions to Do This in a Yellow Pages Ad
A Different Approach
Consumers don’t have the best judgment when it comes to hiring professionals. Therefore, you can take the approach of teaching prospects how to hire a good lawyer. There is most likely no one else in your market providing this insight. As an attorney, you know the questions to use when pre-screening a lawyer. You can reveal to prospects the questions that should be asked, including inquiring about verdicts and settlements and about the trials the lawyers have been involved in.
I believe it is our duty to teach people how to avoid the Stephen Conrads of the world. It is so easy to do and it stops their search.
What to Include in the Package
What is great about mailing a package to your prospects is that you are not limited on the information, like you would be with a Yellow Pages ad (there is only so much ad space). You can include books, DVDs, CDs, radio interviews, TV interviews, reprints of articles you have been quoted in and any other materials that you have on hand. Not everyone will read or listen to the information that you send, but some will. By the time these people walk through your door, they will know what type of cases you are looking for and how to be a good client.
The mere fact that you mail such an all-inclusive package sets you apart as someone who knows what he or she is talking about. It should get potential clients to the point where they will not want to call another lawyer. After all, you have the knowledge and solutions they need.
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