How to make your law firm advertisements make the telephone ring.
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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