The Lawyer Club focuses exclusively on providing Niche Marketing and Direct Response Marketing services to law firms. We do this through our 3 levels of membership, click on the links below:
There are many facets to effective Direct Response Marketing but the main principles involve focusing on a small niche area of your overall market and then dominating that niche by delivering highly specific marketing messages tailored just for them. Rules that must be obeyed in the creation of those marketing messages include:
- There Will ALWAYS Be An Offer
- There Will Be A Reason To Respond Right NOW
- There Will Be Clear Instructions On How To Respond
- There Will Be Tracking and Measurement
- There Will Be Follow Up
- There Will Be Strong Sales Copy
- Results Rule, Period
In short, every advert we ever place will always have a specific offer that will appeal directly to whoever it is we are targeting. Not only that, but there will be a deadline attached to that offer to force the reader to respond to the offer immediately.
The average person today is exposed to literally thousands of adverts EVERY SINGLE DAY. They are bombarded at every turn by people trying to get their attention and their money. You must craft a marketing message that not only appeals to them, but cuts through the noise AND forces them to stop whatever it is they are doing right this minute and respond in the way we want.
Brand-Image Advertising Sucks
Traditional brand-image advertisements for small companies just don't do that. The adverts you're running right now are extremely inefficient and are forgotten by 99.9% -100% of the people that see them within 2 seconds of seeing them.
By running ads that don't have an offer, don't have a deadline, don't have a call to action, you are trying to copy how the big brand companies advertise by "building your brand". But you're failing miserably. The rabbit can't behave like the lion and get away with it. What you are actually doing is throwing money away, both in terms of dollars spent on advertising and in lost opportunities.
Tracking and Measurement of EVERYTHING
Another important principle of Direct Response Marketing is Tracking and Measurement. In every aspect of business it is accepted by everyone that systems should be in place to monitor what is happenning so it can be checked, tested, improved upon etc. Except marketing. For some reason it is acceptable to spend tens of thousands of dollars, often more, on brand-image adverts for which nobody has any way of testing their effectiveness.
Do you actually know how effective your adverts for your law firm are? Can you quote exact ROI figures and Cost Per Lead figures for every advert you run? Or are you just guessing? Do you know if the advert is more effective with one headline instead of another? Does changing the content of the advert help it's performance? What percentage of leads generated from each advert convert into clients? And what is the average value of each client from each advert that you run?
If you don't know the answers to those questions then you're just guessing, taking a stab, engaging in random acts of advertising and hoping for the best. We don't believe in hope as a strategy. By including offers with every advert we can track exactly how effective every advert is by looking at exact response rates. We can also track those response rates down to where they came from, what time they responded, how they responded and any number of other methods that give us exact, cast iron figures that we can analyze and split test.
Sales Is A Process, Not An Event
Follow up is another guiding principle of Direct Response Marketing that sets it apart from traditional advertising. It is based on the premise that sales is a process, not an event. Traditional advertising views sales as an event, not a process. So your traditional adverts are only capable of attracting people who are ready to contact a lawyer about their problem right this minute. If that person is anywhere else along the decision making process and hasn't reached the end of that process yet, you offer them nothing. They're not ready to contact a lawyer yet so they ignore your advert.
We set up adverts that attract people at varying stages of that process, not just the ones at the end of the process. By offering them free information in return for their contact details we then maintain constant, meaningful communication with them through a series of emails containing more free information and advice, becoming involved in their process until they finally do reach the end.
When they are ready to contact a lawyer, it's you they call because that constant communication has bred familiarity and has established you as the trusted expert which they seek. In effect, you've ambushed them before they even start to search on the internet for a random lawyer.
We've only scratched surface here about the undeniable and multiple benefits that Direct Response Marketing has over traditional advertising and SEO. To receive free, weekly direct response marketing reports and strategies, join The Lawyer Club now, free of charge.
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