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You have written the perfect article to express your point. The trade magazine read by all your clients has agreed to run the article. You have the printer on stand-by, ready to reprint the article so you can send it to everyone in your database. But even if all of those things happen, the article may still not have any impact. Why?
Because, like most pieces of marketing for lawyers, it is missing the one element that makes all the difference in the world. That element is known as the “Call to Action”.
The call to action is the component of any marketing piece that gives the reader specific instructions on what to do.
For example:
If you write an article on the importance of hiring an attorney to appeal your property tax bill you should tell the reader to call your telephone number to receive your free report titled: “Five Secrets Your Stat Government Doesn’t Want you to Know About Your Taxes”.
If you are writing about a blog post about a personal injury case you should include a link to a web page where readers can get a free CD titled “How To Prepare for Your First Meeting with a Personal Injury Lawyer”.
In marketing for lawyers we always make the call to action related to obtaining free educational information. This not only helps the attorney position himself as a leader in his field, it serves as a non-threatening way to start a relationship with a potential client.
Forgetting the call to action is like leaving your house without your pants. You will still get where you are going but you will not be taken seriously when you get there.