Have you ever been to a restaurant and the menu has dozens of items for you to choose from for each course?
When I see this two things happen:
- I am completely overwhelmed by the huge choice; to such an extent that it actually puts me off eating at all; and
- I KNOW from a former life in catering that there is absolutely zero chance that anything they are going to serve me is freshly cooked. With that much choice it is all just being slammed in the nuclear heater and plopped on a plate.
I know that this form of overwhelm is often a huge problem for solicitors too when it comes to the best ways of generating new clients for their law firm.
“Should I try facebook advertising, everyone is talking about that?”
…Well, the truth is that everyone that sells facebook training as a business model is talking about it.
“I think the secret is video. If I have 100 videos I should never need to market my legal services again!”
“It must be twitter. So many people are talking about twitter, so it must be that.”
“I’ve heard that LinkedIn is now the only thing that solicitors need to do to sell their services, so I shall try that?”
The key point is that all four of the above types of marketing above should not even be considered before you have mastered the four marketing arteries of legal marketing.
The reason is simple; all of the above methods are all forms of ‘interruption marketing’.
What is interruption marketing? It is marketing that places your message in front of people who have not shown any interest in your legal services at that precise moment in time.
They are happily going about their working day, maybe looking at the pictures from their friend’s wedding at the weekend, updating their profile on LinkedIn or watching a video on Youtube when an advertisement from a law firm is the last thing that they are interested in.
If someone has shown no interest in legal services, what do you think will happen if an advertisement appears before them? Not a lot, in short, is the answer.
With interruption marketing your advertisement needs to be placed in front of hundreds or thousands of people to obtain even the slightest amount of interest.
However, the other type of marketing which includes the four marketing arteries that I mentioned above, are all ‘attraction based marketing’.
With these methods of marketing the person you are communicating with has actively gone looking for a legal services provider either for an immediate need or for one in the not too distant future.
Attraction marketing is cheaper, more effective, more cost effective and faster than interruption marketing.
One of the best forms of attraction based marketing is email marketing.
If you do not yet have an email marketing database, I am going to show you over the course of the next few articles how to set up your email marketing database (including a free step by step guide), how to grow your database when you speak with every prospect and how to communicate with it so that you have a steady and consistent flow of new client enquiries.
I want to leave no stone unturned for you because I know how powerful email marketing is for a law firm.
If you can’t wait and want to take action now, you can read more about the four marketing arteries in my book, “The Law Firm Growth Formula – How smart solicitors attract more of the right clients at the right price to grow their law firm quickly” by downloading the first four chapters completely free of charge.
I was explaining to a solicitor the other day why I wrote the book. He couldn’t see why I would give away all of my marketing secrets and methodology in a book when I could charge much more for the same information at my consultancy meetings.
He was right, of course, but there was a good reason for it.
I had simply had enough of solicitors coming to me after they had spent all of their money on the wrong types of marketing (like the ones I mention above) without any results.
The book was my answer to solving this problem. For under £15 you will know precisely which marketing methods work and which do not. No solicitor should waste money on the wrong marketing methods again.
You can read the first four chapters completely free of charge by entering your details below. I decided on four chapters because there is enough practical, actionable marketing advice for you to take action and see results:
Rather just buy the book now?
Click here to view and buy the book on Amazon »
