When a person is looking to hire a lawyer, the first thing he'll usually do is consult an attorney he already knows, or ask a friend (or other trusted associate) for a recommendation. If these strategies fail, though, a potential client will resort to the Internet or the Yellow Pages, what marketing professionals refer to as “inbound media.” And if you want to obtain referrals via these media, you have to know what you're doing!
Your Inbound Media Should Accomplish Four Basic Things
Whether you choose to market your services via your web page, the Yellow Pages, or both, you have to make sure you accomplish these four basic tasks:
- Attract the attention of potential clients. This is easier said than done, of course, considering the competition that's out there, but good marketing can set yourself above the pack.
- Get the reader interested in what you have to say. Attracting a person's attention is one thing; keeping him on your website or Yellow Pages ad for more than a couple of seconds is another. Here's where you need to hone your basic pitch, and the way you present it.
- Provoke the client to start the conversation with you first, by emailing you or calling your toll-free number. Once you get a potential client to “raise his hand,” so to speak, you're halfway through the battle. Now you have to reel him in!
- Stop the client dead in his attorney search until he hears what you have to say. This is the “window of opportunity” within which you can seal the deal, since you have the potential client's full attention and he is not actively contacting other attorneys.
Basically, your job is to make your website or Yellow Pages ad so compelling that a potential client thinks to himself, “I'd be a fool to go any further in my search without raising my hand and asking for the free information this lawyer is offering!”