Advertising Archives - The Attorney Marketing Center

The most important part of your marketing message

November 4, 2024 by David M. Ward

Marketing experts advise you to tell your prospective client, reader or listener, what to do.

Tell them to call and ask for an appointment. Tell them to click, download, read, or watch, tell them to sign up, and you should. Telling people what to do makes it more likely they will do it, and more likely, therefore, that you will get a new case or client, subscriber or follower.

Don’t leave it for them to figure out what to do; tell them. And tell them why.

What are the benefits of doing what you’re asking? How will they be better off? What will they learn or get or be able to do?

Telling them what to do is important. Telling them why is the most important part of your message.

People do things for a reason. A benefit they want or need. Just as you shouldn’t leave it up to them to figure out what to do, you shouldn’t leave it to them to figure out why.

Even if it’s obvious, tell them anyway. Tell them that getting your information or advice might help them avoid an expensive lawsuit, for example. Or that hiring you might be the quickest and best way to make their painful problem go away.

Talk about their legal problem and their pain. Because people will do more (and pay more) to solve a painful problem or difficult situation than they will do or pay to prevent one.

Tell people what to do and why. Especially if “why” means the end of their painful problem.

Filed Under: Advertising, Communication, Copywriting

Sell your legal services in 60 seconds!

October 15, 2024 by David M. Ward

The world is awash in ads that sell products or services in 30 to 60 seconds.

Why can’t you do the same?

Why can’t you explain what you do and why someone should hire you in just one minute? In a TV or radio ad, on a web page, in a presentation, or face-to-face?

You can do that by sharing one to three benefits—the problem(s) you solve, the solutions you offer, and why the reader or listener should choose you as their attorney.

Yes, the person who hears your message will want more information. They’ll have questions, they may want to do so some research about their issue or about you, and you will almost always have to accommodate them.

But first, you need to get their attention and stimulate interest in learning more, and you can do that with a well-crafted 60-second commercial.

Not a paid ad, necessarily. You can do this with a conversation where you tell a prospect client (or someone who can refer them) WHY they should talk to you, go to your website, read your handout, or come to your seminar.

Start by making notes about the problems you solve, the services and benefits you offer and why a prospect should take the next step to learn more.

And pay attention to ads and presentations and web pages you see, to see how others do it and especially how they get your attention.

Then, talk to a marketing or advertising professional, see what they offer, and consider asking them to put together a “test” campaign for you.

If you’ve done your homework, you’ll have a good idea of what you want from them, and what you might be able to do yourself.

Filed Under: Advertising, Copywriting, Marketing legal services

Advertising? You already do it.

September 25, 2024 by David M. Ward

Every lawyer advertises. Including you.

You might not run display ads, PPC ads, or send out a mailer. You might not conduct seminars, record videos, or publish a blog or newsletter.

Nevertheless, you advertise.

You advertise when you write articles or speak to a group. You advertise when you post information about your services on social media, in a directory, or on your website. You advertise when you give your business card to someone you meet or give an extra business card to a new client or acquaintance so they will have an extra to give to someone else.

You advertise when you list your services in the footer of your emails.

You advertise when you call or email an old client or contact to say hello and get caught up.

It’s all advertising. Telling people (or reminding them) about what you do and how you can help them or someone they know.

If you do it well, someone who needs your help will know how to get it.

Your advertising might be as complex as a full presentation about your services, legal analysis, legislative analysis, a description of how you are better or different from other firms in your area, complete with testimonials and a client list. It might be a fancy brochure or website or two. It might be as lavish as a catered luncheon with guest speakers and nice souvenirs to take home.

Or it might be as simple as a line or two about your practice areas and services casually mentioned to someone you meet for the first time.

It’s all advertising. If you do it well, someone who needs your help will know it is available and how they can get it.

Filed Under: Advertising

The cost of marketing your legal services

August 16, 2024 by David M. Ward

Lawyers choose which marketing strategies to use based on a variety of factors, not the least of which is cost (money, time, other resources). But cost is a misleading factor.

It’s not how much we spend. It’s how much we earn in return.

We might think a certain ad campaign (or any marketing strategy) is “expensive” but if the ROI is high enough, it might actually be “cheap”.

If you spend $1,000 per month on an ad, for example, and it brings in $5,000 per month in net revenue, that ad is profitable. If you can continue to get that kind of ROI, you would want to invest as much as you can in as many ads as you can.

The same goes for seminars, mailings, video production, other content, or other marketing endeavors.

It’s also pertinent to hiring additional staff (or better staff), a bigger office, or even a better wardrobe.

Nothing is expensive if it pays for itself and helps you increase your profits.

You might be reluctant (or unable) to spend $50,000 per month on advertising, but if you’re getting a 5-1 return (and you can handle all the new business), you’d be foolish not to beg, borrow, and steal to get more money to invest in that slot machine.

There is a risk that you won’t continue to get a sufficient ROI, however, so you have to watch your numbers.

But many lawyers don’t. They allocate a monthly or quarterly budget for “advertising” or “marketing” and hope it pays off.

But that’s not how a profitable business (or practice) should be run.

Filed Under: Advertising, Increase your income, Law office management, Marketing legal services

Soft advertising

April 2, 2024 by David M. Ward

Do you put your website address on your business card, letterhead, or in your email signature (under your name and phone number)?

If you do, guess what? You’re advertising.

Okay, let’s call it “soft advertising” but advertising it is. And it is good.

It doesn’t cost you anything; it doesn’t violate any rules, and it doesn’t make you uncomfortable.

But yes, it is advertising.

Let’s play with this idea a bit. Where else do you (or might you) mention the URL of your website (and/or blog)?

Lots of places.

How about in your email “away message”? Or the “thank you” email message you send to people who subscribe to your newsletter? In your bio on social media, on a flyer announcing your next speaking engagement, in cover letters and memos to clients—anywhere, and everywhere, because you want people to find you and learn more about what you do.

Yes?

Now, let’s face it, mentioning your website or blog is child’s play. So is mentioning your social media profiles. Anyone can do that, and almost everyone does. So, let’s play with this a bit more.

Besides your website (and social profiles), what else might you “mention” in all those places?

Here’s one: instead of just the “front page” of your website, you might provide the url to a list of your services, or your “About” page. So, when someone wants to know who you are and what you do, or “what else” you do, they can quickly find out.

They don’t have to search, they can click and see. When they do, they might do more clicking and see other things you want them to see and know.

What else?

Do you have an upcoming presentation or webinar? An article just published in your bar journal? Have you published a book? Achieved a milestone or received an award?

Couldn’t you put those in your email signature or your bio on LinkedIn?

Yes, you could. (And should).

You’ve got this. Anything you want to promote, you can use soft advertising to promote it. If not for you, maybe for a good cause. Do you have a favorite charity? Why not mention it and provide a link?

One more thing. In correspondence with clients, look for opportunities to promote (a) feedback (surveys, reviews, testimonials, and (b) referrals.

When you do, you will have mastered the “soft advertising” game. Be proud.

Filed Under: Advertising, Marketing legal services

The simplest way to improve the results of your advertising

February 7, 2024 by David M. Ward

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

Filed Under: Advertising, Content creation

Push-Me-Pull-You

December 13, 2023 by David M. Ward

It’s a marketing thing, silly, not a two-headed talking llama (pushmi-pullyu) from the1960’s Dr. Dolittle movie.

Ah, now you remember. You know what that means, don’t you?

It means you’re old.

Yes, but what does this have to do with marketing?

It’s a reminder that there are two types of marketing: “Push” and “Pull”.

With push marketing, you push your message at prospective clients, whether they ask for it or not.

”Hire me,” “Call me,” “Buy my book,” “Here’s a list of my practice areas and my headshot—don’t I look successful?”

“Pull” marketing does the opposite.

You draw people to you, usually by giving away information or something else the prospect needs or wants. They find your name and offer through search or on social or a referral. Or through an ad.

Yes, most people know you want to sell your services, but because the information is free, there is less resistance and you can get a lot of takers.

Which one is better? They both work. The question is, which works better for you?

Are you trying to attract people who know they need an attorney and are trying to find the right one? Are you building a list so you can market to prospective clients over time? Are you focusing on building name recognition in your target market to support your other marketing efforts?

Or all three?

Push marketing can get your name and offer in front of more people, especially if you’re using paid ads. But that doesn’t mean you’ll get more clients.

Pull marketing can generate a high response because you’re giving away something, but many of those responses only want the freebie and aren’t able or willing to hire you. On the other hand, if your information is valuable and not just more of the “hire me” variety, you could see a lot of new clients because your information proves you know what you’re doing.

You won’t know what’s best for you without testing different options.

If you’re starting out or have a limited ad budget, build a list. You’ll be able to stay in touch with prospective clients, show them what you do and how you can help them, and build a relationship with them that could develop into a lot of long-term clients.

If you are in a highly competitive market, with prospects who need help sooner rather than later, advertising might be your best bet if you have the funds to do enough of it.

Ideally, you’ll be able to do both. Use push marketing to get in front of clients who need help today and pull marketing to build a list for tomorrow.

Filed Under: Advertising, Marketing legal services

Make them come to you

August 4, 2023 by David M. Ward

You’ve heard it before—don’t chase clients. Because it looks bad (and feels bad) and usually pushes cliens away because you look needy and unsuccessful.

Clients want to hire successful lawyers, and if you’re chasing, that’s not you.

Something else, when they chase you, they’re usually willing to pay more to work with you.

So don’t chase, make them come to you.

How? What marketing strategies are best for attracting clients?

First (by a long shot) are referrals. When clients and professionals and business contacts recommend you, it is the ultimate affirmation of your success. They know you. They’ve seen your work. And their recommendations make their referrals easier to sign up.

You also tend to get better clients and bigger cases through referrals than any other marketing method.

On the other hand, you can’t scale as quickly as you might like via referrals, which leads to my second recommendation—advertising.

Surprised? Don’t be. Advertising allows you to maintain posture.

You’re not chasing anyone because you’re not talking to anyone—until they decide they like what they see and want to talk to you.

Yep, they come to you.

And advertising scales. And can pay for itself. When you have an ad (or campaign) that works, you can run more ads in more places. You can run bigger ads and run them more often. And bid on more competitive keywords.

You don’t have to advertise your services directly if that’s not something you want to (or are allowed to) do. You can advertise your book or report, your channel or blog, your seminar, or anything else that gets your name and offer in front of prospective clients and the people who can refer them.

They see, they like, they come to you.

The third way to get clients to come to you is through content marketing.

You share information about the law, explain problems and solutions, and show people what’s possible, and in doing that, those people see that you know what you’re doing and become interested in learning more about how you can help them.

They come to you.

You can do content marketing via a blog, newsletter, podcast, video channel, or by being interviewed on someone else’s channel or for their newsletter. You can speak at industry events, conduct seminars, network with people in your target market, or offer your content via social media.

Or through advertising.

Referrals, advertising, and content marketing. Three proven strategies for making clients come to you.

Filed Under: Advertising, Content creation, Marketing legal services Tagged With: attraction marketing, posture

Are you giving clients too many options?

July 24, 2023 by David M. Ward

Have you ever heard the expression, “A confused mind says ‘no’?” Research confirms it—when we have too many choices, we often choose nothing.

A confused mind says ‘no’ because it is confused.

When you give people too many options, you make their decision more difficult. In your marketing, therefore, rule number one should be to make things simple for clients and prospects, and that usually means giving them fewer options.

Do you have an ad that describes all of your services? Do you feature all of your practice areas in your content? Clients might be impressed by your capabilities, but they’re usually looking for the solution to one problem. Too many options or offers, especially when most of them are not currently relevant, make decisions more challenging, which is why people tend to say no.

This is also true with content creation. If you give people too many articles or blog posts to read, videos to watch, or events to attend, it is more likely they will choose “none”.

This doesn’t mean you should eliminate other options. It means featuring or leading with the best, the most relevant, the most likely to become a gateway to your other content or services.

Post everything on your website, but make the visitor dig for it if they want it. Or send it to them later in your email sequence.

But just as offering too many options can lead to confusion and fewer “sales,” offering only one option can do the same. If the prospective client sees they can hire you for service X and service X doesn’t tick all the boxes for them, they have no other choice but to say “no”.

Which is why it might be better to give them two options instead of “hire me or don’t”.

When I created my first marketing course, I thought about offering several packages but eventually settled for just two: Basic and Deluxe. Instead of “yes” or “no,” the choice became this package or that one and it resulted in more sales.

If you want more people to read your content, sign up for your list, or choose you as their lawyer, don’t give them too many options, or too few.

Filed Under: Advertising, Content creation, Copywriting, Increase your income, Marketing legal services

Always be closing?

June 19, 2023 by David M. Ward

Sales people are taught to continually look for opportunities to close the deal and that these can occur at any time. When a prospective customer or client says something about price or fees, for example, this is often one of those opportunities, because it usually means they have decided they (probably) do need or want the product or service and are thinking about how they can get it.

So, generally speaking, “Always be Closing” is good advice. But there is such a thing as trying to close too soon.

When you talk to a prospective client for the first time, handing them a retainer agreement and a pen may be the right thing to do, or it might blow up in your face if they see it as being too presumptive or aggressive.

Which is why sales experts tell you to not only look for opportunities to close but to see if you can create them.

You do that by using “trial closes” or questions designed to elicit responses that are consistent with someone who is ready to buy. “Are you leaning towards (Package A) or (Package B)?” is one example.

When the prospect looks they are ready, go for the close. If they don’t, don’t push it. Don’t close before they’re ready.

But we see marketers do this all the time.

You see ads with a call to action that says, “Call today for an appointment”. That might be the right way to go, but what if the prospect is just starting to research their problem and isn’t ready to consider hiring an attorney? If the choice is between “Call for an appointment” or nothing, guess which one they’re going to choose?

On the other hand, doing nothing might be best for you, too. If you’re doing lead generation advertising, you might only want leads of people who are ready to talk to or hire an attorney.

But what about people who are ready to make an appointment? Shouldn’t you encourage them to do that?

Maybe. Or maybe you should give them a choice: “Call for an appointment or to learn more. . .”

What should you do?

Should you close for the appointment? Tell them to sign up or your webinar? Tell them to call to ask questions or to download your report? Visit your website to learn more about the law or to learn about you and how you can help them?

Lots of options.

I can’t tell you the right approach and neither can your marketing or advertising team. The only way to know for sure is to try several approaches and see works best.

One offer may get lots of leads, but very few new clients. Another offer might bring in relatively few leads, but result in enough new clients to be very profitable. Another offer might lose money on your promotion but bring in a few clients who have lots of work for you after the initial case or engagement.

You “test” one offer against others. And let the numbers tell you what works best. And it works the same way with closing. When a prospective client looks like they’re ready to sign up, close them. If they aren’t ready, they will let you know.

Filed Under: Advertising, Closing the sale, Marketing legal services