Besides the past and present clients of your legal business, the other important asset to grow your business is your list of prospective clients. It is as important to grow your prospects list as it is to grow your clients list. Guerrilla Marketing lawyers never ignore the importance of prospects.
Just how do you grow your prospects list? The method since the beginning of marketing is to offer something for free in exchange for your prospect?s contact details. You might say this is a legal bribe. This method of giving a freebie still works like a charm simply because everyone likes to receive things for free.
But there are several provisos.
Firstly, the freebie must match the prospect. Candy bars are not for adults and calendars are not for small children. Secondly, the freebie must be useful. If it is not useful it will not be appreciated neither will it cause your prospect to remember you. Thirdly, the freebie must be something of reasonable quality. Imagine how your prospect will feel towards you if you gave him an electronic pocket diary that breaks down and loses all his data.
Freebies should be given not only to prospects in exchange for their contact details but also to existing and previous clients as a way to build relationship with them. Guerrilla Marketers are always out to build relationships with people.
Freebies also serve to advertise your business, although you need to be careful not to overtly do that. Embossing your legal firm’s name and contact details onto pens or other stationery is acceptable but giving away T-shirts with your company logo and other details across the front or back may not be. No one likes to feel as though you are taking advantage of them for some free publicity.
One surefire freebie is free generic legal information. You could make it into a free report and give it away online or offline or both. If you are doing it online, you could make it into a free video or audio.
Do these freebies work? You bet! A recent study showed that free gifts not only increased mail response but also raised the dollar purchase per sale by as much as 321%. Furthermore, 40% of people can remember the name of the company that gave them the freebie 6 months after receiving it and 31% of people still use the freebie at least 1 year later.
Sometimes you could offer special freebies that commensurate with certain periods of time. Suppose it is tax season. The most obvious thing to do would be to offer a freebie about tax issues. You could offer a free report on the latest developments in tax laws and post it onto your blog as a free download in exchange for contact details of your blog visitors. This can easily be done offline as well. And if you are running some form of promotion in conjunction with this tax period, make sure to display this freebie prominently in your advertisements. You will be sure to receive an increased response.
So use this Guerrilla tactic of the legal bribe to grow your list of prospective clients and develop relationships.
