The Importance of the “Widget”
My first lead generation ads offered a Free Special Report about personal injury or medical malpractice cases. They were simple and brief, but they had good information in them. When someone responded to the ad, they received the Free Special Report plus an envelope full of other related information and promotional material about the firm. We estimate that we have sent out 1500 Free Special Reports to people who responded to these ads in the last nine years. Each person has been added to our list and receives our newsletters.
The "trick" to getting a valuable response is to develop, promise, and deliver a "widget" that lots of people will want even if they do not (also) immediately need or want your services. This strategy enables you to start and develop relationships with each of these people, so when they do need a lawyer, you are already there.
Lead generation ads have allowed us to grow the list of raving fans with whom we regularly communicate. They get our newsletters and large postcards throughout the year. We have had a lot of feedback from people on our list. They find the newsletters informative and interesting (NEVER BE BORING).
- Ben Glass