There are many things you can do to improve your advertising. You can use more effective sales copy, advertise in different publications or media, use different keywords, run different size ads, increase the frequency of your ads, and more. And you should regularly try (test) these to find the most effective and profitable combination.
It can bring in more leads, bigger cases or better clients, and reduce your costs.
But there’s something else you can do to immediately make your ads more effective and profitable. Make sure your ads contain a call-to-action.
Most lawyers run “branding” ads, designed to get their name or firm name in front of their target market. They might include a list of practice areas or services or tout their capabilities, but the primary purpose is to promote the firm’s name instead of getting the reader or listener to respond to that ad.
You want a response, don’t you?
You want the reader to call you, fill out a form, sign up for your list or event, or download your report. Don’t leave it up to them to figure out what you want them to do. Tell them. Every ad you run should have a “call to action”.
Tell them exactly what to do, make it easy to do, and tell them why they should.
Why should they call? To make an appointment? Ask questions? Is there a cost? What will they learn? How will they be better off?
Why should they sign up for your newsletter or seminar or report? What’s in it for them?
Provide a call-to-action and you will get more calls, sign-ups, downloads, and clients.
Simple as that.
Look at ads placed by your competition. If their ad doesn’t have a call to action (what to do and why), and yours does, which ad do you think will do better?
Ironically, your direct response ad will also brand you.
Okay, point taken. But what if your ads already contain a call to action—What can you do to improve response?
You can make the call to action more prominent. You can repeat it. You can add a deadline. You can improve the perceived value of the incentive you offer. You can provide testimonials or success stories from happy clients who called or signed up.
Also simple. And effective.
One more thing. You should also include a call-to-action in all of your content. In your articles, podcasts, on your blog, in your newsletter, and in your presentations.
Tell people what to do, and why, and make it easy to do, and more people will do it.
How to use a newsletter to get more clients and increase your income
