The freeways are lined with billboards for attorneys. These massive outdoor signs scream lawyer marketing messages, such as “Injured?” “Need an Attorney?” or “We Will Fight For You!” Open the Yellow Pages and you will see pages and pages of lawyer ads. Are TV commercials any different? No. They all basically have the same message and even the same background (can’t we come up with something different than bookshelves as a backdrop?).
All of these ads pose a problem for you, as a lawyer. How do you stand out from the sea of advertisements?
Here is the way I look at it. You really have two options when it comes to attorney marketing. Let’s examine these options and then you decide what works best for you.
Option #1: Put thousands of dollars toward your marketing and create an ad that says you care for your clients and offer free consultations. Put this ad in the Yellow Pages with the other hundreds of ads that say the exact same thing. You can also make this ad into a television commercial, and throw away even more money. Then, sit back, cross your fingers and hope that the phone will ring.
Option #2: Decide to operate in the “competition free zone.” Design ads that have the single purpose of getting someone to take you up on your free offer of a book or report. When you focus your ads, so that they are about your book, not you, you immediately stand out from the crowd. You will be able to provoke people to initiate a conversation with your law firm.