Today consumers, are bombarded with advertising material on a daily basis and most have learned to just tune it out and ignore it. How are you supposed to reach potential clients and stand out from the pack?
I have formulated a five-step plan that guarantees potential clients won’t just pay attention to your advertisements, but they will even remember your name!
- Create a U.S.P (Unique Selling Proposition)
A U.S.P is an absolute must-have for any business, especially a law firm. Your U.S.P. is a list of benefits or the number one benefit that you can offer potential clients that your competition can’t. Choose a unique feature of your law firm and tell your potential clients why it is so beneficial to them and focus on it in every advertisement.
Make it a compelling offer or guarantee that answers the question – “Why should I do business with you instead of the other lawyers in town?” This will put you at the top of their mind when they need the service you provide. Create a memorable catch phrase to present your U.S.P. in all your advertising material. Consistently using the same phrase or jingle will create an association between you and your message in the minds of potential clients. Make sure you keep it short, simple and concise.
You can’t be all things to all people, so go ahead and become The Expert on one particular topic. This topic should also be the focus of your U.S.P. Your U.S.P. should become your mantra and you should use it in everything you produce. Put yourself out there, write articles, write a book, become a local expert in the media on your specialty.
This strategy doesn’t appeal to all potential clients, but then again, you shouldn’t try to appeal to everyone! This approach will attract clients who value your knowledge and expertise over your prices. Having a specialty is an easy way to assert your uniqueness and announce to potential clients how dramatically different you are from your competition.
- Being First to Proclaim Uniqueness
Being the first to declare your individuality from the pack gives you a clear advantage. Until your competition follows suit, you are the ONLY one claiming to be different from all the rest. You are the customers’ clear #1 choice!
- Make an Irresistible Offer
An effective U.S.P. boldly declares big benefits and illustrates your exceptional service. You have to promise potential clients something so valuable they will never even think of calling your competition. It must grab their attention, so even though they don’t need your services now, when they do in the future, they will remember you.
Studies have shown that some of the most motivating desires we have are for tranquility, vengeance, fairness and social justice. Choose one of these key desires, hone in on it and appeal to it in your U.S.P. Try to evoke an emotional connection with the audience making your offer irresistible.
- Give Social Proof that Clients Prefer YOU
Use testimonials from previous clients in your advertising, they validate your claim that you can help potential clients get what they want. Testimonials make it easier to market yourself because someone else is doing all the talking. Even in states where the use of testimonials is prohibited in advertising, you can still use them in materials you send to prospective clients after they have initially contacted you. These responses are priceless for marketing your firm to potential clients.
These five steps will help you uniquely position yourself as the expert and #1 choice for anyone looking for an attorney in your area.