I started walking again. Three days a week, a couple of miles to start. At least I think it’s a couple of miles. I’m not really sure, so yesterday, I went to the app store to see if they had a pedometer.
Yes they do.
I had no idea how many apps there were for measuring body movement. I had no idea because I had never looked at any “health and fitness” apps.
I figured these were for runners or people who played sports or people with complex workout regimes. I just like to walk.
So now I’m looking at all these choices, comparing features, reading reviews. I even read a couple of articles.
I want a pedometer. I’m trying to decide which one.
Today, I’m “in the market” for an app; before, I wasn’t.
If you were the developer of the best app in the world in this category, before I was in the market your words would have been wasted on me. I paid no attention to your ads, your free trials, or your reviews.
I wasn’t a prospect. Now I am.
So here’s the thing. You may have the best legal services in town–a great track record, the best offer, fabulous “customer service”–but if you’re offering it people who aren’t in the market for what you do, you’re wasting time and money.
Instead of trying to educate the masses about the benefits of hiring a lawyer, target people who are actively looking for a lawyer who does what you do and show them why you are the best choice.
Pretend that there is a app store category for legal services and you’re in it. Instead of trying to convince people who are “not in the market” to come look at the legal services “apps” that are available, focus on making your “app” the top rated, best selling app in that category.
There is a place for educating people about what a lawyer can do to help them solve a problem or achieve an objective. But the sweet spot in marketing is found by targeting people who already know they (probably) need a lawyer and are trying to decide which one.
Marketing is easier when you know The Formula
