So, you’re ready to “do” marketing. Maybe you’re going to send a letter to your clients. Or create a brochure. Perhaps you’re renewing your yellow pages ad. Or using media releases to announce an upcoming seminar.
Before you initiate any marketing effort, it’s a good idea to answer some specific questions about what you want to accomplish. For maximum efficiency and effectiveness, your first step should be to answer, in writing, all of the following:
1. Whom are you trying to reach? Describe your prospect in terms of who they are, where they are, what they do, what they need, and what they want. The more specific, the better you will be able to “see” them in your mind’s eye, and thus, the more targeted and motivating will be your marketing message.
2. What do you want them to do?
- Call? What number?
- Write? To what address?
- Come to the office?
- Go to a web site?
- Send an email?
- Show up at a speaking engagement?
3. What do you want to accomplish?
- Generate inquiries? For what?
- Answer inquiries? So that what will happen?
- Get someone to hire you?
- Get someone to try a free service or a free consultation?
- Get someone to try a discounted service?
- Get someone to request information?
- To create awareness? Provide information?
- To build your image and reputation?
- To announce something (a new service, an appearance, a result)
4. What exactly are you offering?
5. What are the features of what you are offering? What does it look like? Where is it? When is it?
6. What benefits are you offering? Does it make or save them money? Save time? Does it make their job or their life easier? Protect them? From what?
7. What specific problems does it solve? What opportunities does it create or help them exploit?
8. What proof do you have that you can deliver these benefits? Testimonials? Success stories? Logical arguments?
9. Is any aspect of your service or offer unique? What information or service will it give people that they can’t get anywhere else? How and why is it new, better, or different from what is available elsewhere? What makes people frustrated about other lawyers’ services?
10. Why should your prospect respond now? What will happen if they do? What will happen if they don’t?
11. What obstacles are preventing them from responding?
12. What media are you using to communicate your message?
13. What is your budget? Time, money, deadlines.
14. Are you offering any incentives? Is there a special introductory savings? A premium or bonus? Limited-time offer? Freebie?
15. Do you have a guarantee? (100% money back? Satisfaction? Time limit?)
16. Who are your competitors and what are they offering your client?
17. How will you measure the success of this marketing effort? How many? What kind? How soon? How much?
Answer these 17 questions before you engage in any marketing activity. They will help you to focus on the results you want to obtain and make it easier to achieve those results.
