3 Reasons Traditional Advertising Fails for Law Firm Marketing
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If there's one truth in operating a successful, profitable law firm, it's this: you have to make more than you spend. In order to achieve this, you need clients cycling through your practice on a continuous basis; both new and repeat alike. While that's obvious enough, making it happen is often another story.
Law firm marketing isn't that much different than marketing any other kind of service business. With that in mind, you set about the task of getting the word out about whom you are, where you can be found and what services you offer. You place ads in local papers, several popular magazines, on the radio and even a few late night television spots. The consummate law firm marketing plan. Much money and time have been invested and anticipation is high. Then it happens: nothing.
Traditional advertising is one of the least effective forms of law firm marketing. Unfortunately, most lawyers equate marketing with advertising. The result is that you have wasted money and have no new prospective clients to show for it. Here are three major reasons why advertising in the traditional sense does not work.
1. It does not move people along in the sales cycle. It's only effective in the first stage when the client is getting to know you. It will not increase your likability or sense of trustworthiness.
2. Frequent advertising is too costly for most budgets. Reams of advertising research has shown that you need to reach your prospects multiple times to make enough of an impression so they will remember you when they need you.
3. Most ads are often poorly designed or written, even to the point of being boring instead of influencing your target market.
With so many other forces vying for the time and attention of your target audience, advertisements live and die by the quality of the ad and the offer it extends. Most law firms list their services or give a couple "reasons" why they are the better law firm. Neither of which does anything to distinguish them from other lawyers in the same practice area.
What does all this mean? Focus your law firm marketing efforts on methods that actually work. Don't waste your time and budget on marketing that is not designed to produce the right results. Focus on your target audience, the best way for you to reach them and the most attractive way to present your services in order to keep them.
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