As times have gotten tougher and income is more difficult to come by, more and more businesses are returning to direct marketing skills to bring in more (and better) business. The concepts of direct marketing are tried and true- they have specific methods of measurement so that the results of marketing efforts are evident.
No guessing. The facts are right there in front of you.
For whatever reason, direct marketing tends to cause squeamishness in the business world. Maybe because of the lack of glamour, luster and ego involved in it.
Direct marketers are not concerned with any of that. They are driven by one thing: RESULTS.
Selling. Getting a customer. Delivering a product or service. Making the customer happy. Collecting money. Repeat. Again.
See how boring this can be? (especially if you do not like money!)
This is how you need to direct your law practice if you want to not only survive as a lawyer but thrive!
Run your law practice like a business and you will never lack for satisfied customers.
A Three Step Process
James Greenier, marketing maverick, employs basic direct marketing to every business he works with. He produces stellar results every time. One of his most effective tested theories is:
Right Message to the Right Audience with the Right Media.
If you mess up just one of those variables, you run the risk of missing out on profit and clients.
Marketing is the lifeline of your business. If you are not putting yourself out there in front of prospective clients, you won’t have any. However, there is no need to advertise to every person. You don’t want every person to call you for business.
Now that we have established the right message-right audience-right media concept, let’s make sure that you can do it.
What is your right message? In direct marketing terms, what is your unique selling proposition, the skill set, values or contributions that you bring that cause you to stand out from your competition?
Keep in mind that this is not about faster or better. This is about different, the extra effort, service, product or skill that you alone possess.
Once you figure out what sets you apart, craft a couple of sentences to explain it. These 2-3 sentences do not reflect EVERYTHING your law practice does. The USP states why you are different as an attorney. A lawyer’s well crafted USP will attract clients because they have immediately become aware of what the attorney can do for them.
Next, use your USP to drive your marketing campaign. Nobody wants to be sold, but they do want to have their needs filled. Use your USP to talk to the right customers about how you can solve their problems and meet their needs.
Figure out where the majority of your business comes from and focus on your target market. Put your advertising dollars to work there.
It Takes Time but it is Worth It
It is not difficult to stand out from the crowd because most lawyers don’t.
Be a lawyer that stands out with these simple steps.
So, to recap: figure out your USP. Once you have your USP, use it as your marketing message. Identify who your target audience is and where they are and what they read. Advertise there.
It will take some time. Developing effective USP’s, finding your target audience and marketing specifically to them can be a tedious process in the beginning. Especially if this way of business is new to you.
There is no need to reinvent the wheel. At Lawyer Success, we focus our business on improving your business. We can extract what is unique and different about you and focus your marketing in the right direction while you focus on your law practice.
Once the clients start pouring in, there may not be much time for anything else.
For a free consultation concerning marketing tips call us today at (769) 218-6099.
At Lawyer Success, “Your Success is Our Business.” Each new client is treated as if they were our only client and we understand that your success with our services is our responsibility and is critical to a long term client for our company. Lawyer Success, Inc. was founded by law firm marketing expert James Greenier. Over the past 11 years, Mr. Greenier has personally worked on, developed or consulted with 7 of the top 10 most trafficked legal websites on the Internet. He also served as the primary web marketing advisor for over 3,500 law firms. He will be your primary contact at all times and will develop the strategy for for your project. He will also personally supervise and participate in your project to ensure that you receive the highest level of service, support and performance. For a free consultation concerning marketing tips call us today at (769) 218-6099.
