I get pitched relentlessly by website vendors, radio advertisers, SEO managers, and billboard reps on the same idea. They say “buy my service, and I will increase your lead flow by 5x,” some of them even guarantee this outcome. On its face, this is a wonderful deal. Imagine that you get 20 calls a week and convert of 5% of your callers on average. If that is true, you currently get one client a week. 5x your 20 calls a week and you will end up with 100 calls which, with a conversion rate of 5%, makes for easy math - you’d be getting an extra four clients a week! So why is BenGlassLaw passing up on such easy money?
The answer is quite simple. Not all leads are the same. I read articles, watch videos, and see infographics that would make marketing seem like a simple math equation. They are all some variation of the same idea, “if you increase the number of people seeing an ad, you will increase the number of people who take action on the ad.” Thus, increasing the number of people calling your law firm, or visiting your web page inevitably leading to you having more clients or cases. It’s a total sham. In fact, it’s one of many errors reps make when they pitch me on their stuff.
How You Get Calls Matters More Than How Many Calls You Get
If BenGlassLaw takes out a generic TV ad or radio ad, we are inserting ourselves into someone else’s universe. That means we stepped off our “pedestal” and asked for or even requested someone contact us. There are a few problems with that process already. For starters, positioning is vital, and we’ve greatly diminished our position about that prospect. Second, we’re not soliciting business from a select audience. Third, everyone who doesn’t need to see BenGlassLaw or meet us will do just that. You can't do a great deal of targeting on TV or radio. It’s just a raw eyes and ears approach. Fourth, we’d have little more than 30 seconds to differentiate myself from the competition. We can’t say much about the philosophical core of law firm, and we certainly can’t truly share our mission to someone in 30 seconds.
Finally, who is the person that sees a TV ad and calls the telephone number they see? I’m not sure a discerning person with a serious injury is the same person who sees a “cash for pain” ad and says “that’s my guy.” Those callers are often, by nature, impulsive or at minimum reactive. Not everyone who watches daytime TV is a lazy slob who’s shucking a case not worth representation. But by and large, those spots attract a client that doesn’t fit the avatar client of our law firm. TV is a really crowded space that requires a big investment and a volume type business that isn’t suited to me or probably most lawyers.
How You Can Save Money by Marketing to your Avatar Client
BenGlassLaw is more than happily supported by about 40-50 cases a year. We don’t want a single case over 60. You may think that means that we need to parse through an outrageous number of calls to find the right cases to make the business work. If we had to handle that many bad callers, our doors may have closed long ago. Instead, I create marketing that gets calls from people who are my avatar client. People with complex cases that require representation. Frequently theses cases are worth over 100k and on occasion cases that are settling for over a million dollars.
BenGlassLaw is looking for the person who isn’t simply searching for an attorney. We’re looking for the person who is researching attorneys. The person who reads a few articles, poked their head into a few websites, read a bunch of reviews, and examined multiple pieces of content. It’s a very different person from the daytime TV watcher who saw ‘we mean business’ and decided to call 1-800-THE-LAW. There’s a spectrum in between those two examples that can be artfully marketed to and attracted through well-crafted marketing campaigns.
…Or you can buy into the notion that the more leads the better. You can build a volume business on the back of trading your afternoon and weekends for a few extras bucks and boatload of unnecessary stress. We personally know a bunch of companies you can call. They will get you a ton of leads.
Sometimes, it’s worth thinking about how it’s great that there are so many snake oil salesmen and so many susceptible attorneys. We built an entire business on coming in between the crap they peddle and the unfortunate victims they peddle it to. Don’t get us wrong, there’s a time, and there’s a place for most services, especially if you are the big dog in town. If you can throw 500k at the wall and see if it sticks, then give it a shot. If not, consider more than just how many, consider the how.