Is Anyone Listening?

You spend thousands of dollars on lawyer advertising, but is anyone really listening to you?  With all of the pages and pages of ads in the Yellow Pages, dozens of billboards lining the roads and countless TV commercials, how do you know if you are being heard?

The answer to that question is you don’t know - especially, if you are following the crowd of lawyers in your area and producing the same old ads. To get in front of the right people at the right time you have to be strategic. 

Here are some things you can do to improve your odds of being heard:

  1. Create interesting headlines.  As a lawyer, you are in a crowded marketplace.  It is hard to stand out when everyone seems to be advertising in the same places.  There is some good news for you, though. Most attorneys create boring ads that say nothing significant to potential clients.  These ads simply state the law firm’s name and list several practice areas.  You can be different by creating an interesting headline.  Think of what goes through the minds of your clients and address these concerns. Don’t waste your ad headline on something like “Injured? We can help!” 
  2. Offer something that is unique.  If you were a consumer looking at ads for legal services, do you think it would catch your attention if an attorney offered a free book, report or CD – no strings attached?  It would make you stop and think about this offer.  If you’re like most people, you would pick up the phone or fill out an online form to get this free report, book, etc. When you make a free offer, you are able to get that prospect to stop his or her search until you respond.
  3. Implement a follow-up marketing campaign.  You have to stay in front of people.  When someone contacts you for your free offer or is referred to you, it is crucial that you follow up.  Send regular marketing touches, including a monthly newsletter.  When it comes time for one of your prospects to hire a lawyer, you will be the one that is at the top of his or her mind.

Visit our library of attorney marketing articles to learn more.

We’ll be discussing this topic and more at our "No Smart Lawyer Left Behind" One-Day Rescue Mission in Chicago, Illinois on December 2, 2010.  For more information, visit  Space is very limited.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.