Frankie Fihn 2016-04-20 02:18:59
Every Attorney Must Ask Before Spending $1 on Advertising Your phone unexpectedly rings. The ad salesman hustling the latest gimmick to riches wants to know, “Are you in or out?” It sounds like a good idea but you’re hesitant because you’ve been burned many times before. How can you be sure you’re making the right decision? Is it really a wise investment? There are actually three obvious red flags that you’re about to make a critical mistake that will cost you time, money and resources. In this article you will discover three powerful questions to know in 60 seconds or less whether you should charge full steam ahead or abruptly slam on the breaks. These three pillars of attorney advertising are the hidden secret that allows us to consistently get $6 or more back for every $1 we spend. Firstly, why do most lawyers fail miserably and lose money when they advertise? Did you know that most attorneys make at least one of three deadly mistakes when they advertise? Did you know that these mistakes are largely responsible for most of the daily headaches? Not earning enough, deadbeat clients, working long hours, and even management issues are often hidden symptoms of a marketing problem. Your marketing is either beating down a path to the good life or sending you unending client headaches. The truth is that most lawyers have a glaring marketing problem and don’t know it. After all, imagine your best ever referral client. Weren’t they easy to deal with? Didn’t they also pay well? What if your marketing system intentionally created only these types of clients? If you could predictably attract only good high-end clients all the time, what kind of difference would it make? At least 50 percent of practice issues get infinitely easier overnight when better higher-paying clients come through the door consistently. It creates less working hours, yet more money working for better clients. Deadly Mistake #1 – Incorrect Targeting Wrong way to do it: Picture this true story. I open Facebook and there’s an ad from a real estate lawyer in Fresno. I live near Detroit, Michigan. There is literally nothing that attorney could have said to persuade me because I am not the right client for them. This targeting mistake happens all the time. Right way to do it: Where are the right clients now? What if that same lawyer ran their ad on a Fresno real estate website? Or in the classified ads next to homes for sale? What if they went to a networking meeting with Fresno Realtors? #1 Question to ask: Is this marketing tool the best place to get in front of my best ideal clients? Deadly Mistake #2 – Weak Message Wrong way to do it: Here’s what 99 percent of attorney websites sound like. “Welcome to practice name. We are experienced. We specialize in these areas of practice. Call us for a consultation.” It’s a poor attempt at bragging. How much does the message matter? Imagine an Indian SEO spammer called you on the phone instead of email spamming you for the 1000x time. Would a phone call suddenly make you interested? I doubt it. Why not? They have not demonstrated in any way that they understand your needs as an attorney. That is exactly how most of our clients feel when they read our websites. Right way to do it: Remember Ginsu knives? They didn’t run ads that said “sharp knives.” They demonstrated their expertise by cutting a shoe in half! Educate your clients and actually demonstrate your expertise. What myths do they believe in? How does a typical case work? What is the first thing they should do? What mistakes do most clients in their shoes make? Ask and answer these questions right on your site. Help give them value first. #2 Question to ask: Does this message effectively help my clients first or is it all about me? Deadly Mistake #3 – Strategy Wrong way to do it: Most attorney websites have nothing more than contact info and credentials before they ask for a consultation. Would you call a Realtor after reading their contact info or would you want to know more about the home first? It’s no different in the legal world. If you ask the client to make the first move, most of them will leave without ever coming back. Confused minds say no. Right way to do it: Ask clients to take a smaller step. Send them free information. Give them a reason to join your newsletter. Build following up into the process. How can you help a client get what they want first? Question to ask: Am I asking my clients to take too big of a step here or is this an easy way for them to say yes? Here’s why this matters. Regardless of what the ad man is selling, that tool connects you with real clients. If you’re targeting the wrong people, saying the wrong things or asking them to take too big of a step, your ads won’t work and you’ll experience deadbeat clients. If you master all three pillars of attorney marketing, you’ll have first choice of which clients and cases you choose to work with. Which experience are you having now? Which one would you like to have? Frankie Fihn is a marketing consultant who helps attorneys make twice the money in half the time by using guaranteed systems to attract ideal clients. He is currently offering a free resource for attorneys on his website LawyerClients. com.
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