Don’t be a Cheapskate with Your Legal Marketing Campaign

Okay, I get it. We’re in an economy where businesses are trying to cut back. They’re examining their expenses and looking for where they can slash costs. That’s fine and that makes sense. However, when it comes to your legal marketing campaign, there is one area in which you should not become a cheapskate – your “marketing bait.”

What exactly is marketing bait? It is a book, report, DVD, CD or other offer that you use to get people to raise their hands and ask for more information. For my law firm, the marketing bait is our massive package of information that contains all sorts of helpful information for potential clients. What this package tells our clients is that:

  1. We are serious about our business.
  2. We are the experts in our field.
  3. We actually do care about our prospects (and we didn’t have to put it in an ad: “We Care for You!”).

When I tell other lawyers about our marketing bait, I often hear some resistance to the idea. They are worried about the cost of sending a printed book, report or other resource. So, instead they make the unfortunate decision to email prospects information or only mail a letter. What a big mistake.

Don’t be cheap with your marketing bait.  Your potential clients will know the difference and it will not be a good reflection on your firm.

For more helpful lawyer marketing tips, order a copy of the CD/DVD set from our latest Great Legal Marketing Summit. This valuable set contains about 16 hours of information. Order your copy today!
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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