Multi-Media Marketing March 2, 2009

When choosing where to spend your marketing money, there are so many choices. Determining whether to invest in one media over another is always a challenging decision and it often rattles your mind after the check is written as to whether or not that was the right choice. The secret is that all media works. When marketing and advertising is not successful it is usually because the message, not the media, is not working.

I believe that all media can be made to work. It’s just what’s the message and the goal? While one of the goals certainly is to get cases that are going to pay now, a secondary goal in our office is to grow a herd of people who are giving me permission to market to them. I’m looking to offer them something in a media that says let’s start a relationship, even if they don’t have a case yet. Now I’ve gotten permission to market to them and now they think of us, hopefully as an interesting person. So, if we’ve got media that at least we’re not losing money on, but we’re growing a heard of people who find us interesting, it’s an advantage that is incalculably large.

There are two different kinds of advertisements that are found in the Yellow Pages. First of all, brand-image advertising is: I am a lawyer and I offer free consultation. On the other hand (the more important hand) we have lead generation ads and lead is a word. It’s all about doing marketing that provokes a response. The important steps in lead generation marketing are grabbing their attention, provoking a response, making them stop their search until they get our materials, and only accepting the cases that don’t fit your perfect practice.

One way that these ads generate leads is by bringing people to our recorded message that allows them to order our books for free. I’ve got lots of different messages for different practice areas, each tied to a specific extension, which is tied to a particular ad, so one way that they might initiate that conversation with you is toll-free, free recorded message. Now, why would I do that? There are a lot of people that are afraid to call and get someone live on the phone. They’re afraid they’re going to be sold by some slick-talking lawyer, afraid they’re going to be made to sound dumb, because maybe they don’t know the answers to the questions the lawyer’s asking.

They’ve gone through the yellow pages or seen another print ad and you’re lowering the resistance barrier to them initiating that conversation with you. In this case, they get a message that really is in essence a three-minute radio ad, played only to someone who’s already said that their interested in it, all in an effort to get them to leave me their name and contact information.

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