If you want to advertise your legal business, what would you do? Run an advertisement in the print media like law journals, magazines, Yellow Pages etc? Put out an advertisement in the broadcast media like radio, TV, the Internet etc? There are pros and cons in whatever media you choose. Then there’s the content of your advertisement. Would you make it funny, colorful, informative or even provocative?
If you are a Guerrilla Marketer in your legal business, all these traits of good advertising are important but they are not the most important criteria for creativity. Creative Guerrilla Marketing is characterized by one word – profitability. Creativity in marketing has everything to do with profitability and not so much any of the traits above. If your advertising costs more than the revenue it generates, it is not creative Guerrilla Marketing no matter what it may look like.
How do you ensure that your Guerrilla Marketing is creative and will make you profit for your legal business? Here are 7 signposts that point the way:
1. Creative Guerrilla Marketing makes more money than it uses up. Creativity in marketing is based solely on profitability not on how many awards your advertisement wins or rave reviews it earns.
2. Creative Guerrilla Marketing is repeatable without losing its appeal. People only take you up on your legal service after seeing your advertisement an average of 7
times.
3. Creative Guerrilla Marketing is focused on getting the audience to take up your service not merely to entertain. Your marketing efforts must not divert attention away from your services, your main benefits or main offer in an attempt to be creative.
4. Creative Guerrilla Marketing brings up the benefits of your legal business in a memorable way. People do not buy your legal services, they buy justice, legal redress, a solution to their tax problem, peace of mind, a way to buy or sell their property, get out of debt etc. In short, they pay you for the benefits your legal services can give
them, not the features of your business.
5. Creative Guerrilla Marketing is based on knowledge. You must have knowledge of your own services, your competition, your target market, your area, current events, the economy and the trends of the times. Armed with this knowledge, you can create creative marketing strategies.
6. Creative Guerrilla Marketing begins with an idea that brings forth your main benefit, competitive advantage or prime offer to the audience. Something about your legal services must be inherently interesting otherwise why would anyone choose your services over others? So think of the reasons why people should engage your services and that will help you develop your idea.
7. Creative Guerrilla Marketing endures the test of time and gets better with age. The true test of creativity in Guerrilla Marketing is its long term effectiveness to move people to engage your legal services.
The goal of creative Guerrilla Marketing is not to get people to say, “That was very creative,” but to say, “I want that attorney!”
