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: Effective, Ethical Marketing For Attorneys

Marketing to People Looking For An Attorney Now

By Ben Glass

Here are the things to think about in getting your marketing message out to folks who are looking for you now.

a) They have a need but they don't know an attorney and don't know anyone who knows an attorney.

b) Make sure they find you and start a conversation with you and you alone no matter what media they are using.

c) The major mistakes most lawyers make with their marketing are (Mindset):

i) Try to be all things to all people,
ii) Try to make the "sale" in their advertising.

d) The only goal of your initial marketing (that is, what they 'see' when they start looking) is to provoke them to raise their hands and say "I'm interested in hearing from you." (Seth Godin, Permission Marketing)

e) Once the conversation has 'started' then you can:
i) Overwhelm them with proof that you are the obvious choice,
ii) Create demand for your services,
iii) Screen out the cases you don't want in a way that keeps the declined potential client interested in you and your marketing message (for the next time!).

Full post as published by Effective, Ethical Marketing For Attorneys on September 25, 2007 (boomark / email).