What Is Your Return on Your Legal Marketing Investment?

23
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?

2
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.

Is Your Commercial Unique?

18
Jun 2014
By: Emma

When you are thinking of commercials that stand out to you and compel you to take action, what do you think about?

Do you think about how similar it is to another brand?

Do you think about the unique elements that make this brand stand out?

Recently, a new Taco Bell commercial came out for their breakfast food.  The thing is, they used people named Ronald McDonald in the commercial.  So all these people are eating the Taco Bell food and saying “My name is Ronald McDonald”.  Well this was super confusing!  Not to mention, they gave more air time to their competitor than they gave themselves.  Not a smart marketing tactic!

When you are advertising on television for your law firm you don’t want to be similar to another firm and you definitely don’t want to compare yourself or raise their name in the ad.  You want to ensure that you stand out and show your true brand to the world.

When you advertise in a unique way you are standing out from the competition and showing your target audience EXACTLY why they should be working with you and not the firm down the road.  You use that space to get your mission across, connect emotionally with your viewer and show them how you can help solve their problem.

In the book “Reality in Advertising” written by Rosser Reeves, it states that every business, product or service absolutely needs to have a “USP” or “Unique Selling Proposition”.  He says that focusing on the USP in every advertising and marketing effort is key to creating an effective and cohesive advertising marketing campaign.

Do you know what your USP is?  If not you want to really spend a little time to get clear on it.

Market Masters-Legal can help you with this.

We have the ability to provide your firm with an advertising presence that is unsurpassed and will truly show your USP to the world.

We use top actors in our commercials including International film and TV star William Shatner, Emmy Award nominee Judge Joe Brown and Emmy Award winning Harry Hamlin, who have dramatically increased response rates and continue to deliver prolific results for clients in markets of all sizes.

The power of their delivery, combined with our compelling dramatizations and other unique elements make this campaign instantly recognizable and unforgettable.

The intention of our unique low cost trial period is to allow you to experience the phenomenal power of our campaigns without a long term commitment.

Are you ready to get clear on your Unique Selling Proposition and get it out in front of your target audience?  Are you ready to increase the growth of your firm based on your Uniqueness and true message that you want to deliver?

Contact Market Masters-Legal today to see how we can help you get where you need to be!

Is Your Strategy Bringing You Success?

22
May 2014
By: Emma

Have you ever heard the quote by Napoleon Bonaparte “Never interrupt your enemy when he is making a mistake”?  Well it fits in your marketing also.

Not that your competition is the “enemy” but if they are not forming a plan for their media buying they are making a mistake.  So if you are taking this opportunity to do just the opposite of them you are ahead of the game!

Good strategy is important, whether you are in the courtroom, the mediation table, or designing a marketing plan.

Here at Market Masters-Legal we utilize a team of highly trained, experienced and skilled media buyers armed with the best research and technology that money can buy. This gives them a tremendous edge when negotiating rates and added value with television stations. They proudly achieve millions of dollars of savings for our licensees each year. This often more than offsets annual license fees for the creation, production and use of the TV campaigns.

An effective strategy for media buying is important if you are interested in growing your Firm. We understand your clients, and better yet, we know how to reach them.  And reaching them is what is going to grow your firm.

You should be demanding accountability from your marketing campaigns. You need to know what is working and what is not.

We are experts in this field and use our strong, experienced team to put together the best plan for you that works to reach the goals you have outlined.  We help you to be both successful and profitable.

The definition of Media Planning according to Entrepreneur magazine is: The process of establishing the exact media vehicles to be used for advertising.

Deciding what media vehicle to use to grow your firm can be confusing at times and even overwhelming.

That’s why it’s important to put together a media plan for your advertising campaign. The three components of a media plan should be:

1. Defining the problem. Do you know where business is coming from and where potential for more business lies? Do you know which markets offer the greatest opportunity?

2. Turning your marketing requirements into attainable media objectives. Do you want to reach more people or a select group? Television advertising could help you reach either group that you desire.

3. Determining a media solution based on media strategies. There are different schedules that work best depending on what media channel you are going with. Television advertising is most effective when run at certain times of the day or around certain programs, depending on what market you’re trying to reach.

When comparing cost and effectiveness of various media, consider this:

How many people do you want to reach?

How many homes do you want to expose your firm to through specific media scheduled over a certain time frame?

How often do you want to reach these people? It takes an average of three or more exposures to an advertising message before people take action.

Is your message making an impact?  If you are putting out a television ad and people aren’t responding, why is that?  Is it too obnoxious?  Too Boring?  Make sure that your message appeals to people’s emotions as well as being visually and audibly appealing.

Frequency is important because it takes a while to build up awareness and break through the consumer’s selection process. People screen everything now and discard those not of interest. Strategy and repetition are key to success in your media buying.

Contact Market Masters-Legal for a turn-key 6-month trial campaign today.

Are You Marketing Your Firm with Dignity?

8
May 2014
By: Emma

Do you use what you know best in your ads?  What I mean by this, is do you give value to people, and touch them emotionally so they feel that you are the perfect fit to solve their problem?

You want to attract new clients, increase referrals, gain strong customer loyalty and step out as an expert in your field.  That is the key to growing your firm.

To do that in a dignified manner means no loud, obnoxious commercials.  It means a professional base that prospects get when they call in to your office each and every time.

You don’t want to spend your time selling people on you with a hard sell base.  You want them to get to know you and understand how you can help them. Avoid giving people a sales pitch and instead provide them with facts and advice that will show you are a respected authority in your field.

People will be drawn to your knowledge, skill, judgment and experience. They accept your information and advice – and then ask you for help in solving their legal problems.  This is when your efforts have paid off.  They have gotten to know you and the value you provide and they are ready to hire you to solve their most pressing problem.

One of your biggest marketing challenges you will find is identifying qualified prospects.  You need to be clear on who your target audience is and then make sure that your commercial is both dignified and memorable.  Memorable does not require you making a fool of yourself!

Potential clients learning about you will be:

(1) Skeptical and cautious

(2) Busy- which is why they often put their problem on the backburner until it becomes a priority

(3) Confused by all the choices they have and afraid of what they don’t understand

Television advertising is effective for reaching your target market because it covers a significant area.

The key to growth in your firm isn’t a clever slogan or fancy logo… it’s in not demeaning yourself to gain clientele. Both you and your prospects will have much more respect for the dignified you.

Market Masters-Legal has “The Most Powerful TV Ads in the Country” and we would like to showcase you to your audience.  We can show people clearly what you are all about in a way that favorably distinguishes you from anyone else in your market (and doesn’t require costumes, singing or anything else in that realm).

To set up a casual conversation now, contact us today.

How Much Is Too Much?

17
Apr 2014
By: Emma

I often get asked about the cost of advertising on television.  Most are surprised at the answer because rarely do they see the value and the return on investment when they are first contemplating it.

I find that often people put off doing something because they think it will be too pricey, hard, time consuming…and a list of other excuses.  Then when they do get around to looking into it they are often blown away with surprise that they were wrong.

There are a number of variables that must be considered about television advertising. The legal industry does not always enjoy the most favorable image among the general public. There is often a negative perception regarding legal marketing. This is due to some of the crazy, off the wall commercials that have been put together and put out in the public.  When done right, you CAN have a favorable image and gain cases that are the right fit for your firm.

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 create campaigns that are both memorable and dignified. You focus on your strengths while we focus on ours.

This doesn’t involve taking out a loan or remortgaging your house either.  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. Don’t you want to be the firm that has that commercial?  The one that people respond to and reach out to?

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.  Remember, we only take on one specialty in each area so you want to contact us today before your competition does!

Are You Making These Mistakes?

3
Apr 2014
By: Emma

We have all seen the parodies and heard (or told) the jokes about bad lawyer ads on television. Many people thrive on making fun of the crazy billboard and TV ads that many lawyers not aware of how to market effectively seem to use.

The only way to get rid of these negative stereotypes is for lawyers to stop doing these outlandish ads.  That isn’t likely going to happen any time soon but if you are someone that finds these ads ridiculous and vows not to get caught up in them then you are reading the right blog.

So what’s the plan that you should be following?

Put yourself in the client’s shoes.  Would you want to hire an attorney that is screaming and smashing things and just acting totally ridiculous?  Of course not!  Who would want that image representing them in the courtroom.

Thirty or so years ago when legal advertising started coming around radio ads were still the thing that many people listened to, television ads were just coming out as the new hot trend and the yellow pages were the go to source for anyone hoping to get their legal info in front of people when they were flipping through looking for someone to represent them.

Since legal advertising was new there were really not any guidelines on how to do it effectively. Lawyers did their advertising using the trial and error method.  They figured out what worked and what didn’t and kept doing what worked.

The result? A chain of legal advertising that was similar to every other ad. When lawyers saw a competitor running a successful ad they felt the peer pressure to do the same. Unfortunately, instead of making it their own, most just blindly copied the ad and switched out information.

What resulted was a sea of confusion, especially to the client browsing The Yellow Pages. How can you tell one lawyer from another if all the ads are alike?

You need to stand out to your target market so they see why they need you. You want them to be confident that you understand their pain and have the solution.

Avoid the temptation to just do what everyone else is, or to keep doing what you’re doing that is bringing you mediocre results.

Market Masters-Legal has the skill and expertise to make sure that your commercials are dignified and 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 TV ad.

We understand what makes consumers respond to law firm marketing because we have been putting our knowledge to work for years.

Don’t spend your hard earned money and the time you really don’t have trying to put together your own television ad.  Spend your time doing what you do best for your clients and let us take care of what we do best…bringing you more clients.

I invite you to contact us to 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.

The Success is in Your Story

20
Mar 2014
By: Emma

For a long time I have heard stories of people’s success. They are amazing.  It is all in what they do, how they do it and the confidence they have as well as the support.

They grow their firms and keep them growing by knowing when to take a leap in a new direction.

It is often one piece of advice or a new idea that points these people in the direction they need to go to have successful results in their career.

Blogger & script writer Marvin Acuna shares this story about movie producer Brian Grazer:

“My whole career has been built on one piece of advice that came from two people: [MCA founder] Jules Stein and [former MCA Chairman] Lew Wasserman.

In 1975 I was a law clerk at Warner Bros. I’d spent about a year trying to get a meeting with these two men. Finally they let me in to see them.

They both said, separately:

‘In order for you to be in the entertainment business, you have to have leverage. Since you have none–no money, no pedigree, no valuable relationships–you must have creative leverage. That exists only in your mind. So you need to write–put what’s in your mind on paper. Then you’ll own a piece of paper. That’s leverage.’

With that advice, I wrote the story that became ‘Splash,’ which was a fantasy that I had about meeting a mermaid.

To this day, I feel that my real power is only that–ideas and the confidence to write them down.”

It is these pieces of advice, presentations that really hit you, conversations with someone that has had your challenges and risen above them that are the keys to success.

You just have to be open to hearing them and allowing them into your head.

I have clients that struggled to find some method to bring in larger cases on a regular, steady basis.  Once they started working with Market Masters Legal the results were dramatic.  The number and quality of the cases received over the telephone amazed them and was far beyond what they imagined they would have as a result.

Market Masters Legal is the piece of advice that you need to be open to.  We only take one law firm in each region for each specialty.  

Are you ready to try out a low cost, trial run to see how we can help you in your success story? Contact us at info@mmltv.net today.

True to You – Ensuring your Firm’s Mission & Vision are your Brand

6
Mar 2014
By: Emma

What are your firm’s core values? Do you have a mission statement? Is it displayed prominently for potential clients to see? Does everyone in your firm know what it is and understand it?

One way to look at your values is to think of them as behaviors or skills that are valued in your team.

Here are three ways to make sure your firm has a culture that matches its values:

1) Clearly establish values –Making those words a reality means making sure everyone knows those words. Having a clear, simple set of values that are accessible to the whole team is important.
2) Start at the top – Your firm’s leaders need to always be demonstrating the firm’s values. If the leaders (the partners and associates, as well as the key administrative staff) don’t abide by and practice the core beliefs and values of your firm, then it is highly likely that the rest of your team won’t either.
3) Firm policies must reflect values – How your firm hires, fires and promotes should all be based on these values.

It is often other industries that teach us the most about efficiency, effective leadership, and many other facets of running a successful law firm.

Here are a few models of companies that have high values:

Southwest Airlines – They are continuously listed among Fortune Magazine’s Best Companies to Work For and were one of the only airlines that remained profitable in a poor economy. They only hire people whose values match their own.

Google – One of Google’s core values is innovation. They allow employees to spend up to 20% of their work time on projects they feel would be beneficial to the company.

Johnson & Johnson – “We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services.”

Starbucks – Starbucks is known for being one of the most ethical companies in the world. Their values include third-world aid, community service and being green.

This is only a few of the companies that make their values a way of life. By developing your firm’s core values and making sure to implement them and lead by example you will benefit the lives of everyone affected by those you serve.

Are you ready to get your core values out to the world so people know what you stand for?  Let Market Masters Legal help you do that.  We would like to implement a turn-key, low cost, low risk 6 month trial for you so you can see what happens to your firm’s growth when you share your core value with the people that are looking for you.

If you are ready to have a conversation just contact us at info@mmltv.net to set up a casual discussion.

Also please take a few minutes to view our Introductory Video if you haven’t had a chance to yet.

Yellow Pages Making You See Red?

13
Feb 2014
By: Emma

We all know the Yellow Pages…but lately when people get the phone book delivered they stick it on a shelf “just in case the internet goes down or something” or they immediately throw it away. 

Yes, there are a few people out there that still use it but they are few and far between. 

What that means is that more law firms are struggling with the decision to end their subscription and find a new medium to advertise with or keep it.

In this day and age, people are finding what they need through television commercials and the internet.  You can access information through your smart phone and you literally have the world at your fingertips.

TV advertising and having an easily accessible online presence sends a message that your firm is successful and knows how to reach out to clientele in the quickest and most efficient way.

You want to stay front of mind with your prospects for when they need you and let’s face it…people aren’t reading the Yellow Pages on a regular basis looking for something they may need eventually.

Since 1995, Market Masters Legal has been creating memorable, motivational, compelling and dynamic ads for law firms all over the country. 

We use an unmatched collection of powerful actors and dominating campaigns that have helped create many of the largest and most profitable advertising law firms in the country.

Want to know more?   

If you are ready to have a conversation just contact us at info@mmltv.net today to set up a casual discussion on how we can help you accomplish your goals through the new mediums and not the old ones that you have to pull down and dust off.