Learning how to create the best marketing objectives for your firm is not easy, but it surely can be done. Lawyers who are first-time business owners are often unaware of how to market, or what their marketing goals should be. A legal systems expert, however, can help you reach your business goals in no time.
We have previously identified that more than 75% of our attending members use direct mail to generate new leads from potential customers. All of these members are using a list they purchased from a third-party source. While some have measurable ROI, some don’t track their lead sources as well as they should. This means that they are not maximizing the marketing process to get new customers and are not as profitable.
Digital market research is crucial if you want to build your firm. When we built the firm in Phoenix, we too purchased lists of people who were 90+ days late on their mortgage, have been issued a notice of foreclosure and were potentially ready to take the next step in saving their home and we spoke directly to them. Know your target audience and start messaging them. This internet marketing plan worked then, it will work now.
I do have a couple of clients who prefer other marketing methods, claiming that direct mail doesn’t work for them. They’ve never been able to “crack the code” (their words, not mine). But here’s the truth, there is no code. You simply need a few key elements to make sure that direct mail will be one of your firm's most effective marketing strategies.
Gary Halbert always said the best place to open a restaurant is near a hungry crowd. It’s the same with direct mail. While online marketing tactics are indeed crucial in this evolving world of ecommerce, do not disregard the basics. Know your target audience and get a list of who is potentially hungry for what you offer. Bring your law firm business to those who need your services.
One good sales letter can feed you for a lifetime of marketing and sales. Opt for great content that is useful for nurturing credibility and public relations. I have testimonials from clients who have used the same foreclosure letter for several years successfully and, without fail, it has generated a solid 5 to 1 ROI each and every year.
Yes, there is a real cost to client acquisition via direct mail. I’ve seen it as low as $98 and as high as $985. Both numbers are acceptable if you’re charging the right fee. Think of it as a marketing budget that must be spent wisely. You can’t proceed forward with direct mail if you have bad economics.
Sending a direct mail piece without the proper tracking is like the NFL playing a football game but not keeping score or statistics. Any marketer can tell that it’s a pointless venture and potentially a costly one. In no way will it allow you to get ahead of your competitor.
From the Perspective of a Legal Systems Expert, there are several sub-points to be made about direct mail, like frequency, teaser copy, the choice of envelope, lumpy mail, etc. But for today, I’m going to focus on how the structure of a basic sales letter can build your firm.
Today’s lesson was graciously provided to us by one of our clients who is a successful criminal attorney from Virginia whose focus is primarily traffic tickets. This is a high volume, cast a wide net, and catch the occasional big tuna kind of practice. The goal is to market to anyone with a moving violation, write a copy that speaks to each of them individually, drive them to a phone call and close them over the phone.
As a DUI attorney, this client has done an excellent job creating a lead generation and sales funnel that works. It’s giving him fits because his phone rings off the hook every minute of the day. His control piece is sent to individuals with a speeding violation in Virginia. The message he provides is clear, concise, and is accompanied by a four-color brochure that points out that he not only helps with traffic tickets but DUI’s too. His piece makes up the bulk of his marketing activities and he’s kept extremely busy.
Remember, though, that without a solid tracking system in place, there is no baseline number to work from. So, while I believe my advice to be sound, I would want to obtain a baseline number before making any changes. Further, I’d only want to change one of these items at a time to identify what worked. The question is always, can I beat the control?
Additionally, I might actually leave a piece as it is and create another piece that looks nothing like the other one, sent in an envelope that looks nothing like the envelope used to send the other one, and test it against itself or split test the list.
If you want to beat your current control piece, there are several aspects of it that you might need to reconsider.
I’d suggest that the exact same mailing be sent out two more times to those on the list who didn’t get returned, requested removed from the list, or called in for a consultation. You’ll see your conversion increase just by mailing more than once. If the piece is normally one page, I would definitely want to test a long-form sales letter against your control, once there is a baseline of data to work from.
Why go through all the trouble of looking at different things to test, change, and test again?. Because the arithmetic says we are supposed to. US law firm management is all about numbers if we truly believe we are in the arithmetic game and if we know that changing something about our marketing funnel may affect the arithmetic in our favor, we are bound by the laws of marketing to do so. I take marketing very seriously, and so should you. It literally can make or break your law firm.
Get the right people to do specific jobs. Improve your digital marketing plan so you can grow your business online. For effective US law firm management, contact a trusted business consultant. The game is, “can you beat your control piece”.
If you want to have your best month ever, you can become a professional salesperson. There are multiple rewards you can reap. If you want to know how to become good in sales, contact our legal management consultant Richard James or consult with our law firm expert to get your customized practice growth plan