So You Have Your Market. Now, What Will You Tell Them?

First and foremost, you must know who you are talking to, because until you know who your market is, you do not know what to say to them.  If you want to reach long-distance, long-haul truck drivers, you likely would talk to them differently than you would middle-aged women who enjoy gardening.  You must figure out what to tell them that will resonate with them, that will touch something inside them that makes them respond to your message. 

You surely have seen those ads that have only the firm's name and list of services.  They are called "tombstone" ads.  You put up the name of the firm - My Name Law Firm - and the areas you practice in - personal injury or whatever it is.  So what?  Tombstone ads are aptly named.  They really are dead ends.  A potential client is going to look at that and say, "Well, that doesn't tell me anything."  What kind of message is that?  Simple.  It's no message at all.  They do not tell the prospective client anything.  They give her no information to help her decide that you would be the best lawyer to represent her. 

To have an effective message to give to your market, think about what that market wants.  What are those people looking for in a lawyer?  Do they want to know about your past experience in the area of nursing home litigation?  Do they want to know that you are available at all hours of the day and night? 

If you are the only lawyer talking the language of your market, you are the only one they will hear.


-         Ben Glass

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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