A Frequent Mistake Attorneys Make in Their Ads May 25, 2010

You can’t expect that you will place an ad in the Yellow Pages or throw together an attractive website and people will start hiring you on the spot.  It just doesn’t work that way.

I have seen too many lawyers make the mistake of trying to get someone to hire them just from their ad.  They cram as much information as possible into a small Yellow Pages ad in the hopes that they will be able to convince a potential client that they are the right lawyer for the case.

The purpose of your initial lawyer advertisement should be to build your list of prospects, also referred to as your herd.

Your herd is the group of people you have come into contact with, such as your past and current clients, friends, business colleagues, prospects and acquaintances.  You have to spend time cultivating this group and letting them know that you have something interesting and valuable to offer.  If you are able to accomplish this, they will become immune to other attorney advertisements.  They will think of you first when they need legal help or know someone who does.

Your ads need to motivate people to raise their hands to request more information or make contact.  You don’t have to get them to hire you then and there.  You can encourage contacts by offering a free book, video, report or some other helpful information.

You have to understand that building your list doesn’t stop with your attorney ad.  You have to set up a system to keep track of who responds and keep in contact on a regular basis.  That is how you will reach the right people at the right time.

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