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How to Advertise Your Legal Services Effectively
If you've tried advertising your services by “getting your name out there” or “promoting your brand”, but haven't had good results, it doesn't mean that advertising doesn't work, nor that the way you advertised (direct mail, TV, online, newspaper…) doesn't work.
More likely, it means that you don't know how to advertise your services effectively.
If you can find a medium … print, web, broadcast, whatever … that affordably reaches the people you want to serve, you can advertise your services effectively. This four-page back issue of my newsletter will show you how to do it.
Among other things, you'll find out:
- The four elements your ad must have to be effective, and the fifth you should try to include.
- Why one of the most common ways of advertising your services usually doesn't work.
- How to get the attention of the people you want to reach, even if they're not looking for your services.
- How to stand out from your competition when you offer a free consultation … even if they're all offering free consultations.
I'm Digby Willard, and I publish “Digby's Surprisingly Good Legal Marketing Newsletter for Solo and Small Firm Attorneys.” The title comes from a comment by Minneapolis attorney Kimberly Hanlon.
I also work as an Adwords Rainmaker for Solo Attorneys. “Adwords” are those little ads that come up at the top of a Google search, and for some attorneys they can be a great way to generate leads. I'm currently deeply engaged in a pilot project with a Minneapolis attorney, and unavailable for client work. The best way to get a sense of how I approach things is to subscribe to the newsletter.
Future issues of the newsletter will cover subjects like:
And much, more more.
- Breaking the boom-or-bust, feast-or-famine marketing cycle.
- Four numbers you must know to invest your marketing time and money wisely.
- Using online and offline media to build trust, credibility, and rapport with people you've never met.
- What your web designer doesn't know is bleeding you: Five ways your website is driving away clients (The number 5 is arbitrary here. I've threatened repeatedly to write a whole book on this subject.).
- How to tell which half of your advertising dollars you're wasting (Actually, if you're only wasting half, you're doing better than most attorneys.).
- The internet marketing medium preferred by most top internet marketing and social media experts (It's not FaceBook, LinkedIn, or Twitter. Not YouTube, either. I'm curious to see if anyone figures this one before the issue comes out).
- The most valuable marketing asset your practice can have (this is what made the difference between just scraping by and unaccustomed prosperity in my first business).
- The most dangerous word in legal marketing.
- Hiring through smart marketing: How to hire people more quickly and with less effort by getting job candidates to screen themselves.
- Google Adwords tips: Ways to keep from paying Google's “Stupidity Tax” (an ongoing irregular feature).
- The Google Paradigm and the Google Paradox: Why you should do as Google does, not as Google says.
To subscribe to the newsletter and receive your introductory issue, fill in the form below and click "Subscribe". I need your physical address because this is a print newsletter, the kind that comes in the U.S. mail. Someday I'll write an issue about why it's a print newsletter instead of a blog.
Once you subscribe, you'll receive a new issue roughly once a month.