Archive for August, 2015

Cultivating Referrals

Aug 2015

Many attorneys obtain the lion’s share of their new clients from referrals. Indeed, for decades, referrals were the exclusive source of new business outside the yellow pages.  But while the yellow pages have shrunk in importance, referrals have not.

Sometimes referrals inquire of your firm on their own – your role is purely passive.  However, it should not be. An active, vigorous referral strategy can increase business ten-fold.

The lawyers who access the most referrals on a constant basis are firms who actively cultivate them.  This means starting with your existing clients, the ones who already know, trust and respect you.

Unless you tell them you welcome new work, many existing clients won’t think to consider you for work that might be slightly different than what you did for them in the past, and many won’t think to refer you to their family, friends and business associates.

To be direct, you must actively tell your existing clients that you welcome their new work and any referrals they might send your way.  Of course, telling them what kind of work you are seeking is especially important. A personal injury client may have no idea you also do employment work, for example.

There are, to be sure, lots of other referral sources beyond existing clients. Other professionals that you deal with on a daily basis – from doctors, dentists and therapists, to investment brokers, accountants, and bankers – all can be fruitful sources of referrals.

Again, all these people can send you business – and many are eager to do so – so long as you tell them that you would like them to and what kind of work to send.

And don’t forget law school classmates and other local practitioners. These are people you known and who know you.  Even among other personal injury attorneys, clients can have conflicts, you may have a specialty they don’t, etc.

In short, approach all the people who, when the time comes, might think of you.

At Market Masters–Legal, we understand that attorneys must cultivate clients in many ways.  Yes, we excel in bringing the power of television advertising to your fingertips, including trusted celebrities who position you as the authority on injury and other cases in your market.

Accordingly, we help you harness all your resources to deliver compelling, professional advertising campaigns that both build your brand and generate demonstrable results.  Spend your time on your clients, while we keep your phone ringing.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising as part of your mix – with a low cost trial period.  It’s a small risk, well worth taking.

TV is the New Point of Sale Medium

A new phenomenon is upon us, and it’s so upon us that it may not qualify as big news. But in advertising, it is a game changer.  Today’s consumer is just as likely to be watching television while cruising the internet as not. Laptop computers, lap-friendly tablets, and mobile phones are rarely viewed alone. More often than not, a flat screen will be running in the same room.

In a Thinkbox TV and Online study with IAB (“TV & Online: Better Together”), researchers concluded that concurrent consumption of TV and online content is fast becoming standard operating procedure for many consumers.  TV viewers see something they like on the screen, then right away search online for the relevant website and make a purchase. If the TV ad includes a promo code that offers a discount, that advantage is taken.

As a result, a brand can go from initial awareness to sale or engagement all within the time of a typical TV commercial break.  That’s because viewers can promptly register with the corresponding online retail website, put the items they want in their shopping bag, and click buy. Instant gratification, and often at a discount.

Thinkbox reported that 75 percent of its tested sample recalled responding to at least one television commercial, contrasted with only 52 percent who recalled responding to an online advertisement.  Consumers generally were more positive about television advertising across all its roles, but particularly at the start of the consumer journey.

At Market Masters–Legal, we know and understand how TV has taken over as the new point of sale medium.  We know that television is more often than not the beginning of a potential client’s journey to connect with your law firm and the services you provide.

A new client can come from anywhere. But when it comes to your advertising dollar and where to put it, nothing is more reliable than television.  With television we can drive potential clients to your website, or inspire them to grab their mobile and call you right then and there.  We can even engage trusted celebrities like William Shatner or TV’s Judge Joe Brown to get the ball rolling on your behalf.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.