Smart Money, Dumb Money and Law Firm Marketing
If you only remember one piece of advice about law firm marketing, let it be this:
All good marketing is measurable.
When it comes to marketing there are two types of investments you can make:
Smart Money Investments
These are marketing activities that are broken into steps that can easily be measured and adjusted.
- You are a Florida Intellectual Property Attorney who focuses on technology.
- You receive a significant amount of referral business from corporate transactional attorneys.
- You purchase a list of all members of the business law section of the Florida Bar.
- You match that list of subscribers to Technology today magazine.
- You develop and execute a seven step direct mail sequence to the attorneys who appear on both lists. Each step has a different message.
- You measure the response rate at each step in the process and you measure the ultimate return on investment from your mailing. (This helps you identify and refine your message).
You can invest smart money in direct mail, email, events, internet marketing, some forms of print advertising and many forms of electronic media.
Most law firm marketing consists of spending dumb money.
This means money invested where a return is not specifically measurable.
- Bus stop benches
- Car wraps
- Trade show booths
- “Image or Brand” Advertising
These forms of marketing do not work for Law Firms because they require repetition and market saturation. But they are specifically “dumb” because you cannot measure the target audience, activity, and results with any specificity and you cannot make any adjustments while your marketing campaign is in progress.
Why do lawyers invest dumb money in marketing?
There is no way to know for certain since it varies from law firm to law firm. But just guessing I’d have to say it is because they don’t know any other way.
That’s one of the reasons we are here. To help lawyers make smart decisions with their marketing.
Here are three more articles that are required reading for lawyers marketing their services:
Don’t invest in a form of marketing or advertising just because it is “hot.” Do some research. Spend some time asking questions.
Law firms have a choice when it comes to marketing advice. I have some thoughts on this. Read this article if you are interested in making a good decision.
This seems like a strange article to see on this website. Believe me, it’s not. The reasons not to hire a consultant are important and compelling.
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