Your goal is to attract people to you, people who know you have something interesting and valuable to give to them so that you are the only person they think about when they need a lawyer and who will tell others about you. Your marketing is much more effective when you enable an entire herd of people who will act on your behalf to reach the right person at the right time.
In some way, you must first spend your marketing money the right way to "get" the contact, and then you must do whatever you can to "keep" that contact within your sphere of influence. Building the herd starts by delivering interesting information to all people, even if they aren't the "right" person (injured) right now.
Building your own herd is as simple as 1-2-3:
CHANGE what your ad does.
KEEP TRACK of who it is who responds.
KEEP IN TOUCH with them on a regular basis.
Lead generation ads are the most effective way to build your herd. The sole purpose of the initial ad is NOT to convince someone to hire you right now. The purpose is to motivate someone to raise their hand so you can collect their name and address and begin a relationship with that person. Then, if you can do what you must to keep that relationship for years, you will have made your herd immune from other lawyers' advertising. You will become the first lawyer they think of when the need arises.
- Ben Glass