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Hub You - How to Put Law & Order into Marketing Your Legal Practice
When it comes to deciding if tradeshows can be an effective marketing tool for your company or business, a careful analysis of the landscape and return on investment potential is in order.To be or not to be, that is the question. Where? On the tradeshow floor of course.If the results of your analysis prove that the benefits of investing in tradeshows are worthwhile, the first thing you want to do is decide what show you want to exhibit in and sign up for the show. The sooner you do the better your booth location could be. You know what they say about location, location, location.Next, your focus should shift to the look and appearance of your tradeshow exhibit booth.The most important aspect of your tradeshow exhibit is the design, look, and feel. In other words, what can you incor
There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. They are:
1. Build your base (carefully craft your message)
2. Reach out
A funnel is a good way to think of the marketing process. The top is very broad and consists of using mass marketing techniques. Mass marketing includes items like mass mailings, national advertising, billboards, and airing commercials during the Super Bowl. The marketing message is sent to a broad audience with little or no discretion. Mass marketing is very expensive, difficult to evaluate, and has a low return on investment. Mass marketing is a stab in the dark, like trying to find needles in a haystack. The next section of the funnel narrows the target audience into market segments. The communications still appeal to a large audience, but they are at least targeted to a specific market segment by means of the chosen media.Cat Fancy magazine, ESPN, and the Oxygen website each target a specifi
Regardless of your law firm’s focus – criminal, civil, corporate, family, business, etc. – the greatest challenge most small to mid-size firms face is the lack of a strategic and disciplined approach to business development. Relying on referrals does not a strategy make! And waiting to get serious about marketing until that major case is wrapped up is way too late.
Whether you’re frustrated with past marketing efforts that have been expensive, time-consuming, and haven’t paid off…or you think you can’t afford to take a sophisticated, results-driven approach to business development like the big firms do, guess again. While your firm may not have its own in-house marketing expert on staff or the generous marketing budgets that the larger firms enjoy, you can systematically and affordably attract more clients than you ever thought possible. It just takes a thoughtful strategy that leverages the laws of marketing, and an ordered approach to stay on track.
Laws of Marketing
First and foremost, marketing is NOT about brochures, websites, advertising or cold calls. These things may or may not be tools that make sense for your firm, once you’ve leveraged the laws of marketing.
There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. They are:
1. Build your base (carefully craft your message)
2. Reach out t
Do you use client testimonials on your sales marketing materials? The use of client testimonials is one of the best and oldest sales marketing tactics, whether it be used on your flyers, brochures, company website, newspaper & magazine advertisements, or even framed letters hanging on your office wall.Using client testimonials works. But there is a right way and a wrong way to do it.In short, when including a testimonial in sales marketing material, include the full name and, if applicable, company that the testimonial giver works for, along with their position within that company.Why should you include the full name, company, and position in a client testimonial? The reason is that it is so easy to create a fake testimonial that a lot of companies do just that. And, consumers real
Whether you’re frustrated with past marketing efforts that have been expensive, time-consuming, and haven’t paid off…or you think you can’t afford to take a sophisticated, results-driven approach to business development like the big firms do, guess again. While your firm may not have its own in-house marketing expert on staff or the generous marketing budgets that the larger firms enjoy, you can systematically and affordably attract more clients than you ever thought possible. It just takes a thoughtful strategy that leverages the laws of marketing, and an ordered approach to stay on track.
Laws of Marketing
First and foremost, marketing is NOT about brochures, websites, advertising or cold calls. These things may or may not be tools that make sense for your firm, once you’ve leveraged the laws of marketing.
There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. They are:
1. Build your base (carefully craft your message)
2. Reach out
When setting up a carwash fundraiser with your nonprofit group it is important to set up a committee or executive group which will handle all the various components of the carwash. Although carwash fundraisers seem simple there is a lot to them in the organization phase.For instance there will be issues with staffing the carwash with volunteers, collecting all the supplies, choosing and getting permission to use a location and advanced advertising, signage and flyers.This is why it is important in advance to have agendas for the meetings and expect to have two or three meetings in the organization phase and one last meeting before the carwash fundraiser to make sure everything has been done. If everyone gets to a carwash fundraiser and there are not enough towels it is pretty hard to wash the
Laws of Marketing
First and foremost, marketing is NOT about brochures, websites, advertising or cold calls. These things may or may not be tools that make sense for your firm, once you’ve leveraged the laws of marketing.
There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. They are:
1. Build your base (carefully craft your message)
2. Reach out
I have always said that if I were to write a book on effective management principles, the first chapter in that book would be about the importance of pinpointing responsibility among an owner’s or a general manager’s reporting units. After all, one of the most popular definitions of management is getting work done through others.#1 Management Pitfall: An unwillingness to delegate.Many times the owner or general manager is the most knowledgeable and the most capable person in the company; he or she can perform many tasks better than anyone else. The problem arises when managers decide that they are the only people in an organization who can really perform a task “right.”While this may be true, when managers feel a strong need to be in total control by personally taking charge of the com
Laws of Marketing
First and foremost, marketing is NOT about brochures, websites, advertising or cold calls. These things may or may not be tools that make sense for your firm, once you’ve leveraged the laws of marketing.
There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. They are:
1. Build your base (carefully craft your message)
2. Reach out
No matter where you travel, where you shop or what you do, there is a candy vending machine nearby. Why? It’s because so many people love the convenience of being able to grab a snack or favorite piece of candy without standing in the long supermarket lines. This is why many entrepreneurs are looking to invest in a candy vending machine. From potato chips to cookies and candy bars, there is a wide selection to choose from in any candy vending machine.There are a variety of options to choose from if you are in the market for a candy vending machine, including a franchise, an outright purchase or rental unit. If you decide to become part of a candy vending machine franchise, you will be sharing your profits with the company who supplied the unit. If you purchase or rent the unit, then you will be t
There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. They are:
1. Build your base (carefully craft your message)
2. Reach out to your market (build and nurture relationships)
Here’s a quick look at what each of these laws requires…
Build Your Base. This law means spending thoughtful time defining your firm’s niche, developing language that grabs your prospects’ attention, articulating what makes your firm stand out from other firms offering the same services, demonstrating your value, and illustrating your firm’s authority to deliver better than all other choices.
Unfortunately, 90% of professional service firms ignore the law of “build your base” and rush to communicate about their firm without a carefully articulated message. This leaves your target audience unconvinced or, at best, confused about how your firm can serve them better than all others vying for their attention. Invest a little time in building your firm’s base, and you’ll be ahead of most of your competitors.
Reach Out to Your Market. This law involves developing and implementing a system of strategies to build and sustain relationships with your target market and current clients. They are executed both offline and online. They are done systematically and repeatedly. They work in synergy to create an unstoppable buzz and at
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