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"Since we have involved Nick in marketing there has been a transformation in our practice. Whilst previously we had plodded along for 10 years picking up all sorts of work via word of mouth and local networking , thanks to Nick we now have focus and are attracting the sort of work and clients that we want on a daily basis. Nick is innovative and proactive. He doesn't believe in putting off until tomorrow anything that can be done today. He is results oriented and we can already, after a relatively short period of time, see results" Jenny Batchelor, Batchelor Myddelton Solicitors.

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Solicitors' Advertisements

Advertising is easy: - if you know what you are trying to achieve it really can and should be. However, often the trouble with Solicitors' advertising is that it does not have the focus required. Ask yourself what you are trying to achieve. For most practices the answer is simple: to attract new clients. If you are trying to attract new clients, you have to completely put yourself in the shoes of your potential client, and speak in their language.

If this is the case, and it is, why do so many solicitors' advertisements have their firm name prominently placed at the top of them? EG.

ABC & CO SOLICITORS

We solve all your legal problems:

Conveyancing
Personal injury
Employment

Address etc

If your advertisements look anything like this, please do something about it. If you are not a multi national practice with a huge marketing budget, you should only focus on Direct Response Advertising. The only action you should be looking for is that potential clients contact you in any way, shape or form. If you can get an instruction immediately, all well and good but that will not always be possible. But if you offer something of interest to your potential clients, they will contact you. Once they do that and give their permission to hear from you, you can keep in contact with them month after month until they have a need for your legal services.

Follow the basic advertising formula AIDA:

Attention
Interest
Desire
Action

Attention

The headline must speak of benefits and grab ATTENTION, e.g.: "Discover How to Move House the Stress Free Way!"

Interest

Now you have set the tone, you need to develop the INTEREST of your prospects, e.g.: "Moving house is one of the most stressful experiences you will ever experience."

Desire

Now we have to create the DESIRE to interact with you, to take things to the next level: "We have prepared a 15 page booklet which takes you through the process from start to finish, warning you of all the potential pitfalls and how to avoid them. This booklet uses our experience gained by helping over 5000 people move house in the last X years."

Action

And now for the ACTION part:"Request the free guide now by ......" This can be any call to action, e.g. by emailing, telephoning, or even better visiting your website where they will see how else you can help them.

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