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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
How a Law Firm Establishes a Competitive Advantage
Video Notes: How a Law Firm Establishes a Competitive Advantage
Many attorneys, law firms and independent professionals fail to establish a clear competitive advantage within their market.
A true competitive advantage is not only unique to your law firm; it is also difficult to copy.
There are four basic ways to create a competitive advantage in your market.
The four ways a law firm can establish a competitive advantage within a market are:
1). Pricing
An example of this would be carving out a position as being the lowest price provider within your market.
This is never a strategy I recommend to my clients but there are other pricing strategies that can be effective.
2). Product
While the “product” in a law firm, consulting business or other professional service firm, is advice, there are many different ways to offer that product to the client.
The idea is to differentiate your offering based in the client’s perception of value. The more valuable your product is to your client, the more you have differentiated yourself.
3). Service
This is an area where many attorneys have an opportunity to offer a clear competitive advantage. You can “guarantee” that you will return all client phone calls within two hours. You can “guarantee” that you will review all client documents within 72 hours.
These kinds of “service guarantees” are great examples of a competitive advantage because your competition will be fearful of coping you.
4). Positioning
Your marketing can and should offer you a competitive advantage.
The way you hold yourself and your firm out to the public will help you create some separation between your firm and your competitor’s firms.
Do you take every client that comes along or are you exclusive?
There are numerous ways to create a competitive advantage within your market. If you are having trouble differentiating your firm from others, 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.
Activity Log Exercise - Become CEO of Your Law Firm
In Business Strategy Action Pack Volume 1 Issue 1 we recommend you log your activity for at least one month. This is outlined in the article titled Become the CEO of Your Firm. This is the corresponding video to that exercise.
How to Dominate Google Local Search
This short video shows you how to get your law firm listed on Google Local Search for FREE. This is an absolute MUST for anyone who hopes to ever get clients as a result of an internet search.
Click the FULL SCREEN Icon in the lower right hand corner.
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