People associate value with price. So when you offer something free, like a report or a consultation, they might think it is has less value, or, with a consultation, nothing more than a sales pitch for your services.
If they do, they might decline your offer and never become a prospect. Or they might download your report information but, because it is free, either never get around to reading it or never taking it serious enough to take the next step.
Should you charge for these things instead?
Maybe.
If someone pays hundreds of dollars to consult with you, or even $10 for your book, they are more lkely to read or listen to your information or advice and are thus more likely to sign up as a client.
Paying makes them a better prospect because they pay attention and know more about their problem and your solutions. They also get a sense of what it would be like to have you as their attorney.
But there’s a tradeoff. Fewer people will buy your book than will download a free report. Fewer people will pay to talk to you than will avail themselves of a free consultation.
But maybe that’s a good thing.
You’ll have fewer prospects but probably sign up a higher percentage as paying clients. And those clients are likely to be better clients because they’ve already heard some of your advice and found it valuable enough to pay for more.
On the other hand, a much bigger list of prospects with whom you can stay in touch (via email, letters, social media, etc.) is a very cost-effective way to bring in a lot more business.
For most attorneys, especially those who target consumers and small business clients, I suggest giving away lots of free information and using it to build a list. Best bang for your buck.
I suggest you also write a book and sell it because being an author gives you a level of authority most attorneys don’t have (and you get paid for leads.)
Free consultations aren’t right for every practice. But if you’re in a competitive market where they are common, not only do you probably need to offer them to stay in the running, you should consider making your consultation much more valuable than what other lawyers offer, e.g., more time, more information, and other benefits (a free copy of your book, for example), and promoting the heck out of it.
Just some thoughts to make your life more complicated but also more remunerative.
