You may be familiar with this famous quote, uttered by a department-store baron at the turn of the 20th century: “Half the money I spend on advertising is wasted. The trouble is, I don't know which half.”
If anything, that percentage has decreased in the 100-plus years since: today, it's more likely that 75 percent or more of your advertising budget is wasted, since even highly targeted campaigns miss more potential customers than they reach.
What does this mean for you, as a practicing lawyer? Well, it's not practical to simply stop advertising and marketing your services. On the other hand, it wouldn't make much sense to double your advertising budget. What you need to do is allocate your law firm advertising and marketing dollars to the media (Internet, Yellow Pages, local TV) that are most likely to get you the highest returns, and accept the fact that at least half your money will be wasted—and that you'll probably never know which half.
At Great Legal Marketing, we know how difficult it can be to design and implement a highly targeted advertising and marketing campaign that brings paying clients through your door. What we can show you is that you needn't break the bank promoting your practice, and that some media are more effective than others, depending on what demographic you want to reach.
Interested in learning more? Browse our website and download your free preview chapter of Ben Glass’s Great Legal Marketing book. When you’re convinced we know our business, call our legal marketing team at 888-791-2150 to find out what we can do for you!