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Legal Marketing & PR: Effective, Ethical Marketing For Attorneys
Lawyer Advertising That People Pay Attention To
By Ben Glass
One of the greatest dilemmas that lawyers face is getting potential clients to pay attention to their advertisements. In a world where we hear up to five thousand marketing messages on a daily basis, this is a problem that can be difficult to tackle. It is nearly impossible for consumers to listen to and understand every marketing message they hear. Therefore, you have to think strategically when it comes to lawyer marketing.
While most law firms struggle with creating lawyer ads that are interesting enough to catch the attention of prospects, it seems as though firms of five attorneys or less have it the hardest. There are a lot of competing firms out there that are willing to spend thousands of dollars on attorney advertisements.
You don't have to fall into the advertising trap that many marketing vultures set, which is buy a bigger ad! Or, use color! These aren't effective techniques that will make people decide to call you.
Change your way of thinking when it comes to advertising. Your goal should be to convert prospects into contacts, meaning you just want them to raise their hands to say they are interested in what you have to say. You don't have to try to create ads that are going to get people to hire you then and there, because in reality, that just doesn't happen often.
Your goal should be to create your ads around something that would be of value to your potential clients, such as a book, report or CD. It should be offered for free, which allows you to start the conversation. You can add these prospects to your marketing system, so that when the time is right, you'll convert them into clients.
To learn more about my approach to attorney marketing, visit my website, GreatLegalMarketing.com.
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