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How To Plan A Law Firm Marketing Campaign
Video Notes: These are the notes for the video titled: How to Plan a Law Firm Marketing Campaign
Planning an effective marketing campaign is essential to the success of a law firm.
There are four essential components to successful marketing campaign. They can be summed up using the acronym: TARP
T = Target
A = Action
R= Response Device
P = Process
Below is a brief description of each aspect of the TARP process:
T = Target
The target is the audience you are trying to reach with your marketing message. You must clearly define who you want to reach and what problem you can solve for them. A narrow and focused target audience will produce the best results.
A = Action
You must spell out the action you want the audience to take. What should they do next? If they should contact you, how should they contact you? Where can they reach you?
R = Response Device
A response device is the media that you will use to reach your target audience. This can be as simple as a presentation you give at a convention or a billboard on the side of the highway.
The key is to match the response device to the target and the requested action.
P =Process
This is the aspect of the marketing campaign that is often overlooked. You must outline the follow-up process you will take after the prospective client contact you. If you don’t do this, the rest of the steps are useless.
Developing a marketing campaign using this formula will help you stay on track.
If you’d like additional details or if you need help with you marketing, please call our office at 888.692.5531 or contact Dave Lorenzo directly at .(JavaScript must be enabled to view this email address)
The Difference Between Sales and Marketing for Attorneys
Video Notes: The Difference Between Sales and Marketing
Sales is NOT a dirty word!
Although attorneys cannot aggressively solicit new business, they do sell.
Marketing and sales are the two different aspects of business development.
Marketing Drives traffic to your Law Firm while Sales is the process of converting interested prospects into paying clients.
The marketing process should deliver qualified prospective clients to your door. This means that your marketing should attract clients who are ready, willing and able to pay your fees.
Sales is the process of converting prospects into clients.
When someone has a problem or a need they have to find an attorney to solve the problem.
In the case of an attorney, marketing serves to educate the prospective client on the consequences of not solving their problem. Sales helps these prospective clients realize that you are the best choice once they are ready to solve the problem.
For most attorneys, the sales process takes place when the prospective client is sitting across the table from you in the initial consultation. “Selling” involves helping the prospective client see that you are the best choice to solve this problem. You do this by LISTENING to the issues the client raises and helping him feel confident that you can address those issues.
Be sure to watch the video in case I missed anything in these notes.
For more video tips, please visit the FREE TOOLS section of RainmakerLawyer.com.
If you would like to learn how your firm can leverage the sales and marketing process, please give us a call.
Dave Lorenzo - 888.692.5531
Mealtime Marketing
Here is a bonus video on the importance of Mealtime Marketing and how and why you can and should make it a critical part of your marketing plan.
The Power of Follow-Up
This video outlines the Five Step Follow-up system you can use to keep in touch with clients, prospective clients and contacts in your natural network.
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