Archive for the ‘Law Firm Marketing’ Category

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?


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 :-)

The Worst First Question You Can Ask?

How did you hear about us?

The question seems innocent enough.  After all, you want to track your marketing and see what produced a call to the firm.  The problem is that it can actually cause more damage than good, and any information it provides is wholly unreliable.

When someone contacts a law firm for the very first time it is usually because they have a problem.  “How did you hear about us?” has absolutely nothing to do with what they need or why they called you.  It is a self-serving question that they are generally unprepared to answer.  Because it is asked, though, people will try to come up with an answer and usually that answer is whatever is the first thing that comes to their mind, true or not.  At best, you may get whatever was the very last thing they saw or heard before picking up the phone or coming into the office.  For example, they may have been seeing your TV ads for a very long time.  Then something happened and they needed a lawyer so they specifically looked you up in the phone book.  “How did you hear about us?” is then answered by “in the phone book”.
Numerous studies have been done that show that the answer to “How did you hear about us?” is often inaccurate.  Think about how you yourself have responded to that question in the past.  Additionally, it just plain sounds unprofessional for a law firm to be asking it of a prospective client. It cheapens the experience.

Stop asking that question.  Your clients will appreciate it.
Rick –