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General Marketing

Shout a New Kind of Message Part 3

Stop Them from Calling Anyone Else

(Back to part 2)

Potential clients trolling the Yellow Pages in search of a personal injury attorney call us, not for an appointment, but to request one or more of our books. While a prospective client is waiting to be mailed our books to read in the comfort of their own homes, “without any high pressure tactics,” we try to stop them from even continuing their search for an attorney.

Remember that the audience that we are talking to right now is those people who have been in accidents, but who have not already hired an attorney. Part of the marketing message you use to provoke them to call you should include reasons why they should stop their search until after they have read your information.
We promise that if they will take a moment to ask for our information that they will learn:

• What document should they never sign for an insurance company

• What service provided by some attorneys can be the kiss of death to their injury case

• What big mistakes can they make in the first few days of your claim

• Why a respected local judge called a chiropractor a “hired gun”

• How to find a board certified attorney

Take another look at the Yellow Page book sitting on your desk. See anything remotely similar?

All of these tag lines or “highlights” are honest, ethical and have the affect of convincing the potential client to hold off on his search until he gets and has a change to read the very important book and packaging information that you are going to send him.

Overwhelm Them With Proof That You Are the Obvious Choice

Nobody likes to be sold, but they do like to buy. Whether you are buying a car, an apple, or trying to figure out which attorney to hire, as a consumer you want to feel that you have made the right choice and you want to be able to justify that choice to your friends and family.

Scientists have discovered that all decisions are made on an emotional level only to be backed up by logic. While we may believe that we are making logical decisions most of the time, in fact, what we have done is use logic to backup our gut.

When someone has initiated contact with you and now giving you permission to market to them you are now at a tremendous advantage over every other attorney. Permission is very important when we are all inundated with over 3,000 marketing messages from all sources every single day. To protect itself the human mind simply ignores most of these messages. But your message gets through because they have “raised their hands” to specifically ask for it.

You do this by doing exactly the same thing that you do in court. You pile on the evidence. While there are many ethical restrictions on what you can do in your public advertising message and while there are space limitations which limit the amount of message that you can deliver in a TV ad or in the Yellow Page ad itself, there are virtually no restrictions (other than being honest and truthful) on what you can include in a package that you send to a consumer who has initiated contact with you. Our proof includes not only educational materials, but testimonials, newspaper articles, and verdict reports. If they choose you to be their attorney you want them to be able to prove to their family and friends that they made the right choice.

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About Benjamin Glass
Ben Glass (www.BenGlassLaw.com) is a practicing plaintiff’s personal injury and medical malpractice attorney in Fairfax, Virginia. He is the author of The Ultimate Personal Injury and Practice Building Toolkit