Writing Law Firm Ads - Art or Science
What if you could:
boost... the response rate to direct-mail campaigns from 0.9% to 5.4%
If you think it's all "gut feel", read this Forbes bit called Reengineer That Ad
Food for thought: In the legal profession, we don't like risk and we don't like failure. The irony is that until we are prepared to "do it wrong" and learn from it, we'll never achieve extraordinary results. Marketing is about testing, testing and testing some more until we find something that works - then with a hindsight assessment, we're geniuses. Managing Partners must allow their CMO's more experimentation in order to win big.
Interesting post. I just started a 'Johnny Advertising" campaign. Yes, those are the ads you see in the restrooms. I pick the restroom and the men's/ladies room ratios. For my campaign, I have chosen the most upscale restaurants in my city most likely frequented by businessmen and managers. I am placing the ads 80% men's rooms and 20% ladies rooms. If you have seen these restroom displays, they are very well done and reach a captive market - people stopped dead in their tracks or sitting down for extended periods with nothing to do but read what is on the wall. As much as anything, this will be a fun exercise that is clearly novel for any law firm.
My marketing angle is a direct attack on the billable hour. What business person has not grimaced at their lawyer's hourly bill?
You can see the graphic I created for my new ad campaign on my Greatest American Layer web site.
Why don't lawyers step outside the box? What good does it do to place a full page ad in the yellow pages that gets lost in the other 50 full-page lawyer ads?
I'll let you know how it goes.