What do peacocks and elephants have to do with law firm marketing, I hear you say?
Well, once you have finished reading this page, not only will you know the answer to this question, but more importantly you will have the knowledge required to never waste any money on marketing your law firm again, and you will also have a visual ‘trigger’ to cement this test into your mind.
I believe that the visual trigger is important. I appreciate that your main passion is probably looking after your clients, so often marketing does not come naturally to you, but this image will help to instill this test into your mind.
First, we need to talk about mating.
The male peacock is a wily old bird. When it comes to mating he doesn’t put himself out too much. He likes the easy options in life. He is too laid back to go chasing around after a female companion with which to mate. No, instead he just stands there, fans his beautiful tale and let’s the female come to him. Job done.
However, when it comes to the elephant, he doesn’t have a lovely tail to fan. He has a trunk but that doesn’t seem to have quite the desired effect.
So Mr Elephant is a little less subtle, and as shown from the image over, to put it bluntly, he just kind of gets on with it.
I use the elephant to explain the concept of ‘interruption marketing’. Mrs Elephant is minding her own business when Mr Elephant decides it’s time for some fun and games and jumps on her.
This is the same form of marketing you experience when watching television and an advertisement appears before you, or you are reading a newspaper and 100 different advertisements are jumping up and down clamouring for your attention.
Any form of interruption marketing is less effective and more expensive.
The message is presented to an audience, most of whom have no interest whatsoever in your product or service at that moment in time.
They might be looking at sports news, local news or business matters when you tell them that your conveyancing services are the best available. If they are not moving house at that precise moment in time that message is totally irrelevant to them.
I hope you can see why interruption marketing is both more expensive and less effective for you.
You need to put your message in front of thousands of people to generate only a very small response.
Peacock marketing, or attraction marketing, is much more effective, because your message is presented only to those people who are actively looking for your services at that precise moment in time.
Attraction marketing is much more effective because your message is presented to people who are actively looking for your services at that precise moment in time.
Therefore, to make it work, you need it to be seen by far fewer people.
If you present your advertisement to someone who is actively seeking a conveyancing solicitor (following on from the example above but this applies to ALL legal services) placing it in front of just a handful of people can produce the same results as the advertisement presented to thousands of people using interruption marketing. This makes it much more effective and much less expensive.
Examples Of Attraction And Interruption Marketing
Attraction marketing includes Google Adwords, anyone finding your website organically, people who have requested more information on a certain legal topic which you follow up with emails and telephone calls, and even your client newsletter when you get this right.
Interruption marketing is social media, television, radio, newspapers and direct mail.
Now that you know this, you can always call to mind the picture of the peacock and the elephant when someone is trying to sell you an ‘amazing opportunity’ last thing on a Friday afternoon which only costs you £1,000 but which if you don’t take your nearest competitor is definitely going to take… (I remember those days from when I was practising).
One more thing.
Before you spend a penny on any marketing activity, especially a new website design, talk to me free of charge. I am on a mission to stop solicitors wasting money on marketing activities that will never work for them.
I don’t want to sell you a website design – we don’t offer that as a service.
I do want you to spend your money wisely though, and it frustrates me no end when people come to me having already spent their entire marketing activity on something that is never going to produce new clients for them.
So call me and let me save you a fortune.
Ready To Take Action And See Results Now?
Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.