The Value of "Opt In" to your Law Firm Marketing Strategy
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In my last post, I talked about the value of “Opt Out” in law firm marketing. Its value in law firm marketing is in narrowing your prospective client list to a tight, highly-motivated group of prospects.
Today, I want to tell you a bit about the value of “Opt In”.
As the name implies, it is in many ways the opposite of Opt In. However, the end goal from a law firm marketing perspective is much the same – to create a list of highly-motivated candidates for your legal services.
To illustrate, let’s first take another look at opt out. In essence, opt out gives the individuals on your list the ability to leave your list whenever they like.
The reason opt out is a “must” is in list building and law firm marketing is because your list is made up of people who have gotten there for reasons other than to receive ongoing communication from you.
- Some have given their contact information in exchange for a free report
- Others may have gotten their through a partner list or from a master list at an event where you were one of several speakers
- Still others got their by referral
The point is the contacts may or may not be on your law firm marketing list because they want more information from you. . . .Hence the value of Opt Out.
How Opt In Works
“Opt In” lists on the other hand, make it abundantly clear to the prospect that he will receive this information from you.
In fact, the premise is that your newsletter or ezine or weekly tips are so uniquely valuable that the prospect will seek out to join your list.
Your law firm marketing methods for attracting these prospects may be similar to that of an Opt Out law firm marketing approach. For example, you may gather prospect names from an event where you speak. In this case, though, you must tell up front precisely what they are signing up for.
Once they sign up, send an e-mail follow messaging to confirm they want to receive this information.
Once the prospective client says yes twice, you must deliver valuable, one-of-a-kind information and legal insights they can’t get anywhere else.
When you are able to deliver, you are very likely to have a list that (though smaller than an opt out list) is much more loyal and highly responsive.
