Where Are You Failing at Lead Conversion?

Dec 2014
By: Emma

Increasing the number of cases signed is the main goal of any law firm. The first phone call a client makes to your firm is crucial – their first impression can make or break signing up that case. Is your intake team making a good impression?

Here are some astounding statistics provided by Trial Lawyer Magazine* regarding a survey taken by The Rainmaker Institute. A staff member called a random sample of 126 law firms that were scheduled to attend the National Trial Lawyers Miami Summit event. The staff member pretended to be a car accident victim who was in an immense amount of pain in her neck and back, and was referred to the law firm back her doctor. This is what she experienced when calling the firms:

“70% did not ask for any contact information before getting off the phone… 52% of the firms never called back when promised… Only 40 of 126 bothered to identify the name of their firm when they were called… 90 firms left the caller on hold for at least two minutes… When the caller asked for the law firm’s website address, 33% misspelled it”.

Is your firm guilty of any of these mistakes? Find out. Call in to your firm, or have someone you know call in and see how your intake personnel are handling calls. First impressions are crucial for converting leads to clients.

Here are some best practices that National Trial Lawyers suggests:

-          Don’t ever answer the phone with simply “law firm”! Branding your firm is important.

-          Get the caller’s name and phone number at the beginning of the call, in case you are disconnected.

-          Show compassion and empathy. When an injured person calls in, expressing condolences for their injury goes a long way towards building rapport.

-          Do what you are going to do, when you say you’re going to do it. If you promise to call or send an email, follow through!

-          Know what makes your law firm different. If a caller asks, “Why should I hire you?” you and your staff should know what sets you apart.

Market Masters-Legal has been providing marketing guidance to law firms for decades. Call us today to see how trying our turnkey campaigns can boost your intakes.

Source: The Trial Lawyer Magazine, Summer 2014

Is Your Firm Shining?

Nov 2014
By: Emma

People spend way more time watching television than they do in any other form of media. Hard to believe right?  You would think with the amount of time people are on their phones and computers that TV would be near the end but it is not.

Consumers say TV is where they are the MOST likely to learn about products they want to buy and people they want to work with.  They voted TV most influential by 78%, more than newspapers, radio, magazines and internet combined. TV also wins in the Most Authoritative, Most Persuasive, and Most Exciting categories, by a wide margin.

While people are engaging more screens nowadays, it’s often as an enhancement to their TV experience – looking up products or people they’ve seen on TV. TV is the place to be, if you want to capture the attention of your target market and get your law firm’s phone ringing with new prospects.

With TV advertising, your cost per viewer can be pennies on the dollar compared to online, especially if you’ve been buying high-ranking keywords to keep up with competitors.

Television advertising provides an exciting, auditory and visual experience that presents your law firm in a dynamic, persuasive way — and gets people contacting you that didn’t know to search for you prior to seeing your commercial during their favorite show.

In today’s economic climate, you can’t afford NOT to advertise on TV.

Advertising on TV tells your prospective clients that your law firm is legitimate, substantial, and stable. It says you are proud of your firm and want the world to know about it. TV advertisers gain positive notoriety in the communities they serve, and being seen on TV builds the community’s trust in you.

In this world of constant media messages, it has never been more important to separate your law firm from the rest of the pack.

Studies on learning and memory reveal that repetition with both sound and visual input is the best way to ensure that a concept is remembered. TV advertising consistently offers both full motion images and stereo sound, on the biggest screen in the household.

Market Masters-Legal knows how to put together TV ads for law firms that combine a compelling message with powerful audio and video in correlation with our prestigious actors such as William Shatner and Robert Vaughn.

Let Market Masters-Legal implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately!

What Are the Benefits of Advertising on TV?

Nov 2014
By: Emma

With so many advertising media available, you may be wondering where your advertising dollars are best directed. TV advertising offers benefits ahead of any other medium, making it an effective strategy for advertising.

Advertising on television offers the chance to reach mass audiences because watching TV is the nation’s most common leisure activity, according to WebSite Marketing Plan. Audiences are funneled into larger segments of people who will see your ad.

In advertising, it often takes multiple touch points to influence consumers’ purchasing behavior. Television makes it easier to accomplish that quickly, allowing your law firm to convert more prospects into clients.

Many audiences are interested in and attracted to creative, well-made TV advertisements such as the ones that Market Masters-Legal designs for firms.  They are both dignified and memorable which is a key relationship builder in showing you are truly compassionate about your clients, know what you are doing and are ready to put 110% into their case if they decide to work with you.

Your firm is going to be able to better reach your target audience by purchasing ad spots during shows they are likely to be watching.

Market Masters-Legal is known to produce “The Most Powerful TV Ads in the Country” and we want to help your firm get out in front of your audience in a way that favorably distinguishes you from everyone else in your market. This in turn generates calls that turn into cases.

TV has the advantage of sophistication ahead of any other medium. Visual and auditory stimulation combined can be a powerful tool, especially when enhanced with advertising creativity. Interesting camera angles, realism and the combination of pictures and words is instantly exciting and interactive.

Television advertising has the ability to show your firm in a different light and get across the message that YES, you can help your viewers solve their problem that is keeping them up at night.

Since the first television commercials were aired in the 1940s, TV advertising has become one of the primary avenues of marketing pursued by businesses. It is difficult to overstate the influence of television on the daily lives of the millions of people who tune in every day; one needs look no further than the annual ritual of NFL Super Bowl commercials to understand the vast impact that television commercials have.

Market Masters-Legal has a way for you to set up a low cost trial period to experience the phenomenal power of our TV ad campaigns without a long term commitment.  Just contact us to find out more!

Television Advertising to Make an Impact

Oct 2014
By: Emma

There are so many different ways to advertise your law firm in this day and age.  You can go with social media, radio, print, etc. but the one that remains at the top of the game is television.

By spending a little time getting clear on who your target audience is, you can adapt your advertising to reach that audience in the best way with the most exposure.

You do need to take into consideration the effectiveness of your commercial.  It can be highly effective if it is both dignified and memorable, and has high production quality and a great viewing time.

With a television ad you have a captive audience.  The average American spends a minimum of four hours a day watching television. This provides you with a wide range of time during which to reach viewers with your commercial.

You want your commercial to draw the viewer in and let them see that you truly care about the outcome they will get from the problem they need solved. Sight and sound influence the way people view you and your firm.

Now along with those television ads you can also have online advertising going on which is going to increase your reach.  So many people are online nowadays that by reaching them there as well you have hit the top two places people spend their down time at.

Advertising on TV offers a number of benefits to your firm including incorporating sound, images and movement to make your firm come alive in the eyes of the viewer.

Ads that capture the attention of the audience can start conversations that effectively reaffirm your message.

Despite the large audience reach of television, it’s important to note that the ability to target market segments has grown significantly over the years.  Even network TV offers a wide range of programming options where ads are most likely to be viewed by specific target audience segments. With cable television advertising, advertisers can narrowly target specific market segments not only by placing their ads in specific programs but also choose specific zip-code areas for broadcasting the ads.

Not just anyone can practice law. In the same manner, not everyone knows how to buy media. When you want to purchase spots for your firm’s TV commercials and you want your message to stand out in a good way, you need to turn to the experts at Market Masters-Legal for help.

It’s not enough to simply produce a television commercial advertising your law firm. You need to be memorable, dignified, have a good message, include a call to action, and connect to your viewers. Additionally, lawyer television commercials need to be aired in just the right way—right station, right time, right audience—to reach your perfect client.

Market Masters-Legal knows how to put together television ads for law firms that combine a compelling message with powerful audio and video in correlation with our prestigious actors such as William Shatner and Robert Vaughn.

Let us implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately!

Did You See the Latest Tweet About Your Firm?

Oct 2014
By: Emma

With online videos going viral and it seeming like everyone is tweeting, pinning or posting you are probably wondering what advantages there are to still running television advertising rather than just going crazy on social media alone.

TV advertising still has enormous benefits if done in the correct way.

A huge part of the older generation still spends their time watching television for information as opposed to looking on social networks.  The ones that are connected on social networks are for the most part there to connect with family and stay in touch.

Your younger generation is the one that will be tweeting about your firm and posting their thoughts so you definitely want to make a good impression and get them to remember you so that they help you spread the word through their own efforts on social media.

In order to reach all different generations you want to have a presence in both worlds so that you are getting in front of anyone who would be in your target market as well as getting in front of people that are going to think of you and refer you to others. When building your advertising plan, approaching it in a way that flows with the business model you have in place is what will deliver results. Because television stations keep detailed information about audience demographics, it’s possible to broadcast your commercials to the exact audience you’re looking to capture.

While online videos often attract attention, locally broadcast TV commercials still do a better job of bringing in paying customers. Virtually every home in America has a TV or 2 or 5…you get the picture.  There seems to be one in almost every room in some homes.  Your audience spends their time relaxing and watching their favorite shows and you want to be sure that you are taking that opportunity to get in front of them and make them remember you. Even advertising only with local affiliate stations, your firm has the potential to reach thousands of potential customers every time the advertisement plays.

Television engages sight and sound while displaying motion. The connection of information with multiple senses aids in both learning and recall. Think of how teachers often use audio/visual aids in the classroom to reinforce new information. You are doing the same thing with your television commercial!  You are helping people to remember you. In the space of 30 seconds, an effective television spot delivers a brand image, informational content, emotional content and action content.

Market Masters-Legal is known to produce “The Most Powerful TV Ads in the Country” and we want to help your firm get out in front of your audience in a way that favorably distinguishes you from everyone else in your market. This in turn generates calls that turn into cases. The end result that any firm wants to have!

Market Masters-Legal has a way for you to set up a low cost trial period to experience the phenomenal power of our TV ad campaigns without a long term commitment.  Just contact us to find out more!

Are You Positioning Your Firm Via Both Internet and Television?

Sep 2014
By: Emma

Even though many marketing firms believe that Internet marketing is the “take over” for traditional marketing, I am here to tell you that television advertising is still a key part of the advertising world and can be used in conjunction with your other marketing methods to bring in even greater results.

People spend a lot of time browsing the Internet on their smart phones, iPads and other devices, but newspapers, magazines and other print media seem to be the things that are going a bit more to the wayside.  Almost anything can be found online now and between the internet and television, that is where people spend their down time.

TV advertising remains a powerful force because of its wide reach and storytelling/connection potential. The largest TV advertisers remain committed for one reason – TV works.

TV can help drive traffic to your website or increase web searches for your firm. Well-crafted high production value TV spots can personalize your law firm and open the door for consumers to take the next step.  This is one way to grow the know, like and trust factor of getting people to become clients with you. Then, by properly designing and constructing your website to offer an excellent user experience, you can help consumers in your area make the decision to contact your firm.

The benefits of TV advertising come from a consistent ongoing message that remains on the air over time. It needs to be compelling and evoke emotion in your viewers.  It needs to be authentic and connect with them so that when they or someone they love is in need of your services you will be top of mind for them to contact to help them solve their problem.

Market Masters-Legal has been using the highest production values along with relationships with talent that have been developed over the years.

The future survivability of many firms is in question if action is not taken.  Our results are universally gratifying, ranging from immediate increases of market share to complete dominance of your local market with a much more efficient use of your TV dollar.

Using high visibility and celebrity spokespeople produces huge increases in business, is affordable, and can work in just about any market.

Don’t wait to contact us until after one of your competitors is using the campaign.  At that point it will be too late. Let Market Masters-Legal implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately!

Are You Reaching Your Audience When They Are Paying Attention?

Aug 2014
By: Emma

Television commercials remain one of the most effective forms of attorney advertising in today’s market.  If you are serious about marketing your law firm in the current competitive business environment, and increasing your clientele and case load, you need to be on television.

Your target audience, no matter who they are, most likely will sit down and relax in front of the television at some point in the day.  You want to be sure that you are on that screen, talking directly to them at their viewing time, no matter what time of day that is.

TV is an active medium that delivers a strong call to action to victims, prompting them to pick up the phone and call an attorney. Statistically, television commercials deliver the most leads for the money, outperforming conventional forms of legal advertising such as the Yellow Pages, billboards, direct mail, and print ads.

While those other forms of advertising work, television is one constant that you can be sure people will be in front of just about each day for at least an hour if not a few hours.

People don’t flip through the Yellow Pages like they used to…especially since they can Google anything they want now and it is a lot quicker.  They still see billboards but don’t usually pay as much attention to them as they are most likely on their way somewhere when they spot them.  Direct mail and print ads work to an extent but a lot of people file those in the circular file as well.

You want to be sure that you are marketing your law firm with custom commercials that will make your audience feel the emotion that you want to invoke…the one that there is hope that they can get out of their situation or make it better in some way.

You want to have control over your brand and message and what is getting out in front of your audience, in the best way and at the best time.

You also want to have a dignified and memorable commercial which isn’t always the easiest thing to do.

The thing is, you want someone to help you accomplish all of this.  You don’t have time to do this on your own and still focus your attention on your firm.

Market Masters-Legal is the group to help you accomplish this.  Your firm’s ads are going to be compared with sophisticated national ads for corporations – along with those of other attorneys in your market.  Our commercials cut through that clutter with powerful concepts and prominent actors (making the ads both dignified and memorable) – thus multiplying your media investment exponentially.

Market Masters-Legal can provide your firm with an advertising presence that is unsurpassed and will increase your success at a quick pace.

Some of our top actors include William Shatner, International film and TV star, Multiple Emmy and Golden Globe actor and star of ABC’s “Boston Legal”, TV’s Judge Joe Brown, Emmy Award nominee and one of the most trusted and recognizable personalities on television, and Harry Hamlin of the award winning television series LA Law and Mad Men. All have dramatically increased response rates and continue to deliver prolific results for clients in markets of all sizes.

Our compelling platforms have become powerful intake producers.  We understand what makes consumers respond to law firm marketing and put that knowledge to work. Contact us to learn about about our short term trial program.

What Unique Offerings Are You Showing Your Target Market?

Aug 2014
By: Emma

In terms of marketing, the biggest difference between smaller firms and larger is the depth of resources they can apply to the marketing function. Smaller firms tend to use their marketing dollars very wisely in order to make them stretch as far as they can and provide the best return on investment.

A small practice can now compete with the “big boys” through a television ad campaign. Along with that campaign they may launch a social media effort.

Every firm is unique.  Yes, you will be targeting the same market as a competitive firm but what you do and how you do it is unique to your firm. What feeling do you provide your clients with?  Do you show that you truly care about their problem and are putting in 100% to get it solved for them?  Do you take time to connect with them personally and not just on a “business” aspect?

Market Masters-Legal has the skill and expertise to make sure that your television ad campaign evokes those feelings you want your target audience to have and is effective.  We provide you with commercials that cut through the clutter.  We use powerful concepts and prominent actors that are both dynamic and compelling, two traits that you want for a successful television ad.

Recognize that you can be highly successful by leveraging your resources against tighter definitions of geography, target prospects and/or area of focus.

Times have changed for marketing tactics.  What used to work doesn’t work anymore.  Think about it…every day we go to work and after wading through hundreds of emails, proceed to write hundreds of our own, often preferring the anonymity of a keyboard to taking time out of our busy days to pick up a phone and have a conversation with someone that may take more time then we wish to spend. Direct mail and cold calling is not the way of this new world.  Now it is all about connecting and building relationships.  Getting in front of your audience and being authentic and showing you care.

Sometimes in the world of email there’s a price to be paid for this new way of communicating, particularly when one’s “tone” may not be coming through accurately. We wonder what the client meant, or if there is something they are leaving out. Why did they give a one-word reply?  What does it all mean?

There’s something to be said for verbal cues and feedback. It’s amazing how much a raised eyebrow or a soothing voice can convey.  Television campaigns show that human aspect for you in a wonderful way.

The most effective marketing and business development programs are invariably those that integrate the best of all the different business-building activities you have to offer.

I invite you to contact us and try out our low cost trial period to experience the phenomenal power of our campaigns so you can make an educated decision on what is best for you.  The old way or our way.

What Is Your Return on Your Legal Marketing Investment?

Jul 2014
By: Emma

Most times, law firms will implement a marketing initiative and then at a later date (whenever it comes up) decide if the attempt was a success or failure in generating new revenue for the firm.

For example, they will look at how much money was allocated for the activity, how many new clients came of it and how much new revenue those clients brought in.

If the numbers don’t meet the firm’s anticipated projections or goals, the effort is declared a failure.

What is wrong with this method? The firms are assuming every marketing attempt they undertake exists in a vacuum. In truth, most communications are in fact successful, because your target audience has been exposed to your message a number of times and in a variety of ways.

An individual who registered for a seminar held by your firm may have seen an ad or press release for the event or even been told about it by a friend. They then attended the seminar and came away with a positive or negative impression of the attorney who made the presentation. After the seminar, that individual went home, and in wanting to learn more about the firm, decides to check out the firm’s web site. Then, at the first appointment, while sitting in the waiting area, that potential prospect starts to read one of the firm brochures strategically placed upright on a credenza in the room.  Thus, prior to actually retaining the firm, that individual has been exposed to a representation of it somewhere between 4 and 7 times.

It’s no different for any other form of marketing.

Market Masters-Legal has the key to connecting with your target market via television commercials.  Through the use of high end production and national talent we know that your commercial will be a success.

We only take one lawyer in each field for the area.  So for instance if you are a personal injury attorney, there will not be another one in your area that has these commercials.  Think about that for a minute.  A unique commercial stands apart from the rest.

When you put numbers to each marketing activity you are discounting the other activities.  When you ask “Where did you find out about us?” and get the response of “I saw your ad,” “I Googled you on the web,” or “I attended your seminar,” the response is noted and the revenue from that new client is credited towards whatever activity was cited in the response.  In reality they may have heard about you from a friend, then Googled you and decided to attend your seminar.  Every activity you have going could have contributed in some way to the gain of that client’s business.

We should not assume marketing activities work in a vacuum or that new business is generated in a single direct way.

Ready to see what we can do for you? Let us implement a turn-key, low cost, low risk, 6 month trial for you to see how we can get your firm in the public eye prominently so you see results right away. We only take on one specialty in each area so you want to contact us today before your competition does!

How Long Do You Spend Making Decisions?

Jul 2014
By: Emma

In this day and age people are rushing everywhere.  They are always in a hurry, over scheduling themselves and having less and less downtime.

Many people suffer from Bright Shiny Object Syndrome.  They jump from place to place, get bored easily with what they are doing and look for the next thing to move on to.  They want fast solutions when they have a problem.

When they are looking for a law firm to represent them, they are looking for the one that jumps out and speaks to them.

In order for this to happen, you need to be in front of them at the right time.

There is so much distraction in our lives that people want a simple, easy solution.

Often we think fast when making decisions about what to do next, who to buy from, who to work with, who to spend time with.  We talk to friends we trust, post it on Facebook that we are looking for something, view ads on television and jot down the info from the ones that jump out at us.

Brands that design their advertising with a direct and to-the-point approach will be the ones that succeed.

When you view commercials you instantly recognize Apple’s brand with its icons, Windows 8 brand with its tiles and Corona with the beach commercials (sunny beach backdrop, waves gently crashing into each other, bottle front and center on a table). This allows you to focus on specific information provided and works well no matter how they use it.

Just one appealing visual is enough to attract attention. That attention is retained when the ad has a crisp, clear appearance that is simple and easy to understand and conveys how they can help you with your current problem.

You want your campaign to be seen in multiple formats and to get in front of people who are your ideal clients.  You want them to feel secure and that their problem will be taken care of when they work with you.

Market Masters-Legal can create that less-is-more commercial for you in a compelling and dignified way.

The results from our unique commercials are universally gratifying, ranging from immediate increases of market share to complete dominance of your local market with a much more efficient use of your TV dollar.

Don’t wait to contact us until after your competitor is using the market-exclusive campaign. Let Market Masters-Legal implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately.