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Targeted
Advertising: Getting the Cases You Want Still,
if you’re seeking specific types of cases, you’re in a stronger position
when you advertise only for the type of case you want, for two reasons. Often, when prospects see only one type of case
in your ad, they conclude that you have a high level of skill handling
those cases. Plus, when you
put those exact words in the ad’s headline, you draw much more attention
to your ad. If
you want to attract different types of cases, you can advertise for
each type of case — one at a time — through narrow publications that
reach your many target audiences. For
example, if you want to attract cases in which children have been
injured, advertise in a newsletter or magazine for parents. If you want to attract clients who need legal
services for a merger or acquisition, advertise in a magazine that
goes exclusively to in-house counsel and CEOs. As
a general rule, it’s a good idea to offer free materials that you’ll
send by mail or email. But
not all prospects want to request or read materials.
Instead, they may want to see what you offer and then speak
directly with you. Here’s how
to create a small ad for specific services: Ad
Size and Shape Before
you advertise, get written advertising information from the publication
so you know the various sizes of ads you can buy.
Then look through the publication to see which sizes are used
most often — and least often You
may find that most advertisers buy rectangular ads that fit together
like neatly stacked building blocks.
(This draws attention away from any one ad.)
Also, you may discover that no advertisers buy the tall, slender
ad — or the short, dollar-bill size ad, which leads to this recommendation: Look
for an ad size (or shape) that almost never appears in the publication. Then see if you can make that size work for
you. Often, the ad’s odd size
will require that it appear by itself — or up against an article,
rather than abutting other ads. This
helps your ad stand out. Headline Announce
specifically the type of cases you want or the solutions you offer,
using words your prospect understands:
Birth Defects. Spinal
Injuries. Living Trusts. Divorce. Put
these words in large, bold type so they (tastefully) seize your prospect’s
attention. Photo Under
the headline (or beside it, depending on the shape of your ad), include
your photo. The photo should
be a good face shot with slightly more of one side of your face than
the other. If you can see both ears equally, that’s not
good because the shot looks two-dimensional and flat. When
sitting for your photo, wear your most conservative clothing, like
you would wear in court. Your
photo should be tightly cropped just outside your head in all directions. You should have direct eye contact with the
camera and a warm, engaging smile.
The eye contact and smile will seize your prospect’s attention
and draw him to your ad. The
larger your face size — specifically, the larger your eyes — the more
powerful your ad will be. Body Copy Explain
briefly what you do, how your prospect benefits, and include sound
reasons for your prospect to act now.
Also, work hard to build immediate credibility.
Include the number of years you’ve practiced law. Advanced law degrees. Academic awards. Class standing. Non-law degrees. Bar memberships. Non-bar lawyer group memberships. Certified specializations. Special qualifications. Media guest appearances. Books published. Community activities. Anything that will cause your prospect to respect
your qualifications and see you as different from other lawyers. The copy needs to be clear and readable, but
the font size can be small. The
large, bold headline and your photo will attract your prospect to
your ad. Once she’s reading, you can use small type. Call to Action Tell
prospects exactly what you want them to do.
You may invite them to call for a free phone consultation —
or set up an initial office visit.
Or, you may invite their inquiry by email or through your website.
Give prospects a number of contact options because prospects
often prefer to approach you in their own way.
Also, make sure your phone number and email address are easy
to find and easy to read. When
you advertise for specific cases, you erase from your ad the clutter
and confusion that often result from listing every type of case you
handle. Further, this gives you more room to explain
what you do and focus your attention — and your prospect’s attention
— on one type of case. Remember: In marketing, generalities hurt. Specifics persuade! TREY RYDER is a law-firm consultant who specializes
in education-based marketing for attorneys. Send your name and e-mail address to trey@treyryder.com
and ask for his free email packet of articles. |
