As a lawyer, you can conduct direct response marketing where you make an offer to your prospective client and solicit an immediate response to it. You want only one of two responses ? take up your offer or leave you his or her contact details if you do not already have it. You can do direct response marketing through your website or any other online publication. You can also do it through email (not spamming), brochures or any other means to get your message out to the public.
To make your direct response marketing effective, you need a few fundamental things:
An irresistible offer ? if your offer is not valuable, needed and reasonably priced then it will not motivate your prospective client to whip out his or her credit card.
The right audience ? making a great offer to the wrong audience would not yield good results.
A well-crafted message ? the words that carry your offer to the audience must clearly attract attention, create interest, induce desire and create urgency.
Accurate costing ? your costs must be kept down as far as possible so as not to exceed the revenue that can be possibly generated in your direct marketing.
A great reach ? all marketing is a numbers game. The more people you can get to see your offer, the greater the chances of a good response.
Your offer can be any aspect of your legal services that you choose to highlight. You could take advantage of certain seasons to offer your services that commensurate with the season. For instance, if it is the time of year for tax submissions, you could package you legal services for tax purposes and advertise this offer through direct response marketing.
Let’s focus on your offer and the message you write to make your offer. A good offer must have these characteristics:
It must be attention-grabbing and cause the recipient to open the message, be it an envelope, email or other forms of publication. The envelope or email subject line is the packaging of your offer. It has to create a good impression otherwise your potential client will not give it a second look. For helpful tips on how to get your envelope opened read my article, Direct Marketing for Lawyers Guerrilla Style?.
Your offer must be focused on the recipient, not you. The offer must major on the benefits your potential client can expect. Count the number of you and your in your offer. It must be at least twice the number of times you write we and our.
Be sure your sentences are succinct and easy to read. People can’t and won’t read complicated stuff unless necessary so your offer must be simple and straightforward.
Finally, your price must be attractive not a turn off. Make your price part of an extraordinary offer.
With these ingredients of an outstanding offer, you can make direct response marketing part of your overall marketing strategy.
