If you ask most attorneys what the point of their ad campaign is, they will likely tell you “to get more clients to hire us.” However, the more marketing-savvy attorneys know the real answer is, “to get more customers to contact us.”
Don’t see the difference? Consider the average printed ad that takes up three inches of space and contains fewer than 200 words. That’s not a whole lot of time to convince a customer that you:
- Know what your reader is going through
- Are extremely proficient in that type of problem
- Are the ideal attorney to help them win their case
However, that’s exactly what many lawyers do. They attempt to make the complete sale in just a few inches of type, rather than attempting the much simpler (and more effective) method of getting the reader interested.
The goal of your print ad should be the same as that of your law firm’s online advertising: to make an irresistible offer that forces the customer to raise his hand and contact you. Rather than waste valuable space and money talking about your firm, you should be talking about the book, CD, or DVD your reader should have in order to be informed about his situation.
Suddenly, all of your advertising becomes about the book—how it can help, and what kinds of things it can tell you. And best of all, it’s free. Unlike your competition, you’re no longer promoting legal services: you’re promoting the idea that the customer should be informed and it should not cost him anything. You are doing a public service in a market where others are concerned about taking advantage of others’ misfortune. When it comes time to hire an attorney, who do you think he will choose?
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