How to Use "Opt Out" to Narrow Law Firm Marketing Prospects into Highly Motivated Clients
If you’ve visited this blog before, you are very likely to have seen several law firm marketing blogs about how to build credible, long-lasting, relationships with your clients.
While there are many, many law firm marketing tools you can use to build those relationships, what is at the core of it all is “The List”.
In essence, whether you in the beginning stages of building your law firm marketing prospect list or the mid-to-late stages in which you’re seeing clients from that list choose you again and again. . . . the key is to build, cultivate and vet the list on an ongoing basis.
This is why.
Recall that the overall law firm marketing goal, of your list is to cultivate relationships that move the prospect to become a client.
So with that rather drawn out introduction in mind, today I’d like to talk about the value of “Opt Out”. . . .
Opt out simply allowing prospects on your law firm marketing distribution list the to leave your list at any time and for any reason they like.
While on the face, that statement seems obvious, there are many law firm marketing planners who believe deep down that openly allowing prospects to leave their list only encourages more to leave.
And that may be true.
The question is – why would you want to keep sending free legal information to an individual who doesn’t want it, won’t use it and isn’t interested in your services?
On the other hand, if by allowing those individuals to leave your list, you are actually increasing the health of your list.
You are refining it into a tighter, healthier, more highly focused, highly motivate group of individuals who are interested in what you have to say and the services you have to offer.
In Sum
Don’t hide the “Opt out” box in fine print at the bottom of your newsletters or bury it in text in your e-mail tips or create a long, convoluted process for them to remove their name.
Display the opt out box prominently along with a succinct message that spells out what they will be missing – insightful answers to their most pressing legal questions at no cost.
Look for my next law firm marketing blog where I will discuss the value of “Opt In”.
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