Are You Reaching Your Audience When They Are Paying Attention?

20
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?

6
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?

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.