You heard me: “the subtle sell.” It might seem counterintuitive, but because of the Internet, successful attorney marketing is shifting away from slick, high-pressure sale tactics.
Quality prospects now have a lot more resources for information. If an attorney advertising doesn’t hook with something they need right off the bat—or if it pushes them away with gimmicks or hard sells—they’ll just head right back to Google.
That’s the reason for engaging your prospects with education-based attorney marketing. It not only gives you credibility as a professional with the kind of experience and inside knowledge that will put their case on the right track, but it also initiates the trust-building process.
Prospects have no use for another fast-talking lawyer in a suit telling the camera how hard they fight and how often they win. Most potential clients don’t know what they’re looking for in a personal injury attorney, nor do they have any idea how to find it. Education-based marketing can provide a map through an intimidating process. You’ll be surprised at how consistently that map will do the sell for you, landing new clients right at your door.