Legal Marketing & PR

Keep These Two People In Mind With Your Marketing

By Ben Glass

Most personal injury lawyers, when they think of marketing, think only of those people who were hurt yesterday. In other words, people who are actively seeking a lawyer right now. No surprise there, especially considering that the big marketing firms selling marketing media advertise that they "target" folks hurt yesterday. Think about it. How many people in your market area were hurt yesterday?

Not many.

Lawyers should learn how to get people who don't need a lawyer to day to pay attention to them because they have something interesting to say NOW. Dan Kennedy refers to it as "building your herd." Author Seth Godin refers to it as "Permission Marketing."

Lawyers can vastly increase the effectiveness of their marketing (i.e. do a better job and spend less) by understanding the concepts of "herd building" and permission marketing.

Simply put, your marketing should be directed both to people who were hurt yesterday and people who don't need a lawyer now.

Full post as published by Effective, Ethical Marketing For Attorneys on September 21, 2007 (boomark / email).