How To Make Your Legal Advertising More Effective
1. What is your intention with your advertising?
This should be a simple response: – to win new clients. Most firms do not have the substantial budgets required to produce “brand advertising” like Coca Cola or Nike. The one response you want is to recruit new clients. If your advertising is not achieving this, change the advertisement, and if that does not work, stop doing it. It really is that simple.
2. Who is your target audience?
Remember who you are writing your advertisement for at all times. I know that approximately 90% of all solicitors’ advertisements start with the name of the practice. Do your prospective clients care about your name? The simple answer is no.
If you are advertising conveyancing services, they want to know that you will be there when the exchange breaks down. If you are offering wills, they want to know if you will visit them at home and why they should pay a premium for you over a will writing agency. If you are advertising personal injury services you need to educate the public to use you instead of claims companies. Think carefully about what matters to your audience. If you currently have your practice name at the top of your advertisement, change it now!
3. Benefits NOT Features
Talk in terms of benefits to the client of using your law firm rather than the features of your firm. You can change a feature into a benefit by using the terms “which means that” in the middle of the sentence.
Eg. We were established in 1910, which means that our experience can ensure you have a trouble and stress free house purchase.
4. Monitoring Response Rates
Many solicitors I visit have no idea how much business each advertisement generates. If you are spending a significant amount of money advertising you must know if it is money well spent. I know solicitors are not always quick to ask where the new business has come from, but you can make it easier for them. One method is to place a false name in the advertisement so that when the caller speaks to reception and asks for that name you immediately know it is in response to the advertisement. Obviously you need to forewarn the receptionist.
5. Design and Copywriting
If you are spending approximately £100 per week in a local paper and do so every week, make sure you have the ad professionally designed and copywritten. Saving money by allowing the newspaper to finish your advertisement is a false saving.
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