Say You’re a Specialist Without Really Saying It
Many lawyers make the mistake of listing too many practice areas in one ad. For example, it is not uncommon to see a Yellow Pages ad with as many as 25 different specialties listed. What is this type of ad telling potential clients who are looking for an attorney to represent them? It is giving the impression that the lawyer running this ad is just another average attorney and therefore, the ad is sending the wrong message. This attorney marketing mistake can have a huge negative impact. As an attorney, you are in a fiercely competitive industry and the way to attract more cases is to let prospects know that you are different and that you have the answers to their questions.
Put yourself in the shoes of your potential clients. If you were injured in a slip and fall accident, would you be more apt to call the lawyer who only mentions slip and fall cases in his ad or the attorney who lists 35 different areas of practice? You would probably call the lawyer who has the more focused ad.
When you create an ad that is designed for a specific practice area, you are giving the impression that you are a specialist. The great thing about a focused ad is that you are saying you are a specialist, but you never had to say those exact words. Your potential clients will come to their own conclusion when reading your ad and will feel confident that you have the answers and solutions they need for their specific case.
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