I was watching a Mark Wahlberg film the other day with my family when there was an act of violence that lead to someone’s head departing their body.
Never one to miss an opportunity to parent, I mentioned to my daughter that this is something that she should never do.
Having the same ‘genius’ sense of humour that I do, she responded with “Oh, now you tell me – oops.”
That’s the level of humour in the Jervis household; amazing isn’t it?
The reason I am sharing this with you though is that it led me on to think about the business and marketing lesson contained in this silly little conversation.
I haven’t taught Megan not to decapitate people, but I have taught her to be kind to people and that violence is usually not the answer, so she knew decapitation wasn’t really on the cards.
If you teach or learn the principle for anything in life, you can make a lot of decisions from that moment forwards.
The principle I teach all of my clients when it comes to attracting new instructions to their law firm is this:
“Appear in front of your ideal clients at the precise moment in time that they are ACTIVELY looking for your services.”
The emphasis is on actively looking.
Let’s look at this principle in practice.
Do you think that the following examples are times when your advertisement for your services meets this test:
- Harriet is reading a newspaper and sees your advertisement for business to business services.
- Whilst browsing her facebook feed, Martha sees your advertisement for personal injury services.
- Whilst walking to work Patrick sees your firm name splattered across the back of a double decker bus?
Was Harriet, Martha or Patrick actively looking for a solicitor?
No, they were not.
They had no interest in finding your services, just like the other thousands of people that saw the same advertisements, which means that they are going to be far less effective than other forms of marketing.
Contrast this with these situations:
- Martha is moving house. She asks her removal company if they know a solicitor and they recommend one to her.
- Patrick wants to start a new business. He heads to Google, types in solicitor to help start a business, sees your Google Ads advertisement, clicks it and calls your firm.
- Harriet wants to make a Will. She asks a friend if she knows any solicitors. Her friend explains that she receives an email from the firm she used to make a Will every month. She searches her inbox, finds the latest email and forwards it on to Harriet.
Know the principle and you will save a lot of money on the wrong types of marketing.
“Appear in front of your ideal clients at the precise moment in time that they are ACTIVELY looking for your services.”
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