Archive for August, 2010

The Info Everyone Wants to Know?

In my very first blog post I described what I believe to be a common marketing mistake that law firms make.  That is asking the question “How did you hear about us?” when someone first contacts the firm.  I heard from a number of people who agreed, disagreed and/or wanted to know how to acquire this useful information.

To clarify my point, I did not say that one should never ask this question, but only that it should not be among the first ones that are asked.  So, when can you do it?  One licensee sent me this comment:

“I ask this specific question at the end of the first telephone contact with the client – after Intake has finished the intake and has passed the call through to me for further assessment and making an appointment- and also in my initial meeting with the client when I am signing them up.  Not the FIRST question…………And what usually ensues is a bit of a conversation with the new client about the many ways in which he/she has heard about our law firm.  Very often, one way they have heard about us is from another person.  Of course, they almost always say they are familiar with the TV ads……I find that the clients like being asked that question b/c it shows that I care about what the “thought process” was by which they ended up calling us.”

Excellent.

Establish rapport, cover their problems, make them feel like you will be taking care of them, and then ask the question in an “organic” way.  The information you receive in this fashion will be more accurate and valuable than hitting them with it up front.

Which Approach To Lawyer Advertising Is Best?

Which  Approach To Lawyer Advertising Is Best?

Dignified or Memorable.

Dignified, by far, has been the approach of choice.  Lawyers on camera communicating how much they understand and care about those in need.  The belief is that this type of advertising will hit home with people in a way that will make them feel good about the firm and want to do business with them.  The problem with most ads in this category, in our opinion, is that they are weak at generating response and are easily forgotten.

There is a minority of attorneys who have chosen to take a more aggressive approach.  Hard hitting ads filled with visual and/or audio gimmicks that practically scream at the consumer. Most lawyers would not choose this strategy, and in fact abhor it.  While they lack dignity, they are memorable (even if it is for the wrong reasons).

There is a third choice.

Without question, the hardest thing to do is to consistently advertise in a way that is both memorable and dignified.  However, we believe it is the only way to maximize response among those currently in need of a lawyer, while building positive equity with the larger segment of the market at any given time that does not yet have the need.  Translation – more cases and better cases.  With Market Masters-Legal you do not have to choose one or the other.  You get both.

Are These Mines Or Are They Mine Fields?

Mass Torts.

As one might expect, we get approached on a regular basis by major firms handling various pharmaceutical and product liability cases.  They have correctly identified the fact that our network of top TV advertisers around the country represents enormous potential for gathering new cases to refer to them.  When it seems warranted, we arrange a conference call for the mass tort firm to present the “opportunity” to any of our clients who may have interest.

In many instances, a blast of mass tort TV ads produces a high volume of calls.  Through the screening process, the numbers get reduced.  Additional factors lower the numbers even more.  Sometimes, all that is left standing are a few accepted cases.  So, is it worth it?

I recently received this email:

“This has been an interesting campaign.  We received lots of calls that seemed to qualify as a good potential case.  Was very happy with the call volume and quality.  However, after having people tested we ended up with only two cases that any litigation law firm would take.  Had to agree to only a 30% referral fee in order to get that firm to take them.  Wasn’t looking good to even get our money back.

Last week we found out that one case got settled with one out of two of the defendants (the client used two denture cream products).  That one half of a case settled for $2.4 million.  Needless to say, we are all very pleased.

Thanks for holding the conference call MML. ”


We always leave the decision to pursue a particular type of case up to our licensees.  For those who opt to go ahead with one, it is not uncommon for it to work out well.

Is This The Future of Lawyer Advertising?

“Inception”

Summer’s blockbuster movie centers on a company hiring a group of people to plant an idea directly into someone’s subconscious mind using a rather invasive technology.   Now, maybe (ok, probably) I was the only one in the theater thinking of this, but the whole thing seemed like one big metaphor for advertising.  After all, isn’t it the ultimate goal of advertising to motivate people to take a specific action?  And doesn’t the best advertising have to work beyond the surface and reach right into the subconscious so that when a need arises, the first thought that comes to mind is the advertised product or service?  In the legal category, for one, the answer is a resounding “YES”.

When someone is injured, is a victim, is being mistreated or taken advantage of by the insurance company or is being denied any number of their rights, are they reflexively thinking of your firm first?  Is your marketing working at such a level that people think of you even when your ads are not right in front of them?  Have you successfully planted the idea in their mind to call you when the need arises?

Commercials that work while someone is watching them are hard enough to find.  Ones that also consistently produce results even when not right in front of someone’s eyes are rare.  Combined, you have a winning campaign. That is exactly what Market Masters-Legal has been providing to successful law firms for years, and will continue to do so.  At least until we master that whole Inception thing :-)