- Let your yellow pages rep design your ad. Why? Because the same design group designed all of the attorney ads. These folks clearly never learned about direct response marketing and individualistic marketing. Most attorneys are finally realizing that the yellow pages are becoming less and less relevant today.
- Create a newsletter and send it to your list one time, proclaiming it doesn’t work.
- Create a video directed and shot by your 9 year old who posts it to YouTube without editing.
- Copy another attorney’s display ads, thinking that if they’re spending money on display ads in a newspaper or magazine, that it must be working.
- Put your display ads into a newspaper once or twice.
- Compete on price and claim that you are the lowest-priced attorney in town.
- Go to CLE lectures where you only interact with the same colleagues in your specialty.
- Participate in networking programs where you are required to make quid-pro-quo referrals regardless of the quality of that person’s service or business.
- Put up a billboard sign with you smiling and a 1-800 vanity number. I know I’ll get flak from this one, but think about how many people you can expect to call from your billboard. In other words, what is your return on investment with a billboard? Most people passing by a billboard see it for a few seconds at a time. Do you really think you’ll get great name recognition from your billboard? Do you think someone needing your service six months from now will remember your fancy vanity number or your name?
- Create a 15 second radio message and have it played 5 times on different stations at different times.
Why does attorney video do so well online and convert online viewers into callers?
For the very specific reason that people with legal problems go online to get information. When they search for information about their problem, you have an opportunity to educate them about their problem. You have the chance to enter the conversation going on in their mind with a video. You can’t do that with traditional forms of attorney advertising.
To learn more about how you can benefit from creating educational attorney video, explore my blog here, and my Total Online Video Solution for Lawyers.
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Here’s a really nice comment from Alex Valencia, marketing director of We Do Web Content. Here’s what he had to say after hearing me speak at Ben Glass’ Great Legal Marketing super conference in Virginia in June 2010…
“You are super passionate about what you do…You stole the show! I felt inspired after hearing you talk.”
Alex Valencia
“Gerry,
You made video seem fun and simple. It’s a way to laugh at yourself and allow for others to see you as a person and not just a company. Your success gave us the push we needed to take action.
After listening to your presentation, we began outlining topics for our company’s videos and immediately created a YouTube page. Like you, we understand the value of content. We also understand that by educating our potential clients you can more easily win their trust and hopefully their business. Nowadays content is your sales person and you’ve got to be out there. Videos can be the next big thing to meeting in person. Thanks so much!”
Alex Valencia
Director of Sales
Fort Lauderdale, FL
O. 954-617-2148
C. 954.648.0565
