| d="body"> | | | | looks is not as important as what the ad says." |
| MARKETING MYTH #1: "My marketing's most | | | | Not true. Graphics in print ads are critical, not only |
| important purpose is to promote my services." | | | | to your image, but also to make sure your ad |
| False! The most important purpose of your | | | | seizes your prospect's attention. Yes, a powerful |
| marketing is to establish that you can be trusted. | | | | message is important. But without strong |
| Most of us don't do business with people we don't | | | | graphics, your prospect may never see your ad. |
| trust. While your prospect is considering whether | | | | Then you've wasted your money. |
| to hire your services, he is also trying to | | | | |
| determine whether he trusts you. | | | | MARKETING MYTH #12: "Prospects and clients |
| | | | don't mind when I'm slow to return phone calls. |
| MARKETING MYTH #2: "My prospects know the | | | | They understand that I'm busy." In your dreams! |
| services I offer." Not true. If you believe | | | | Everybody's busy. Delays in returning phone calls |
| prospects know the services you offer, you will | | | | are one of the biggest sources of complaints |
| start losing clients to lawyers who make their | | | | about lawyers' services. They are a major hot |
| offering of specific services crystal clear. Many | | | | button with clients and prospects. When you |
| lawyers have had the experience where one of | | | | return phone calls promptly, you make a |
| their clients has gone to another lawyer because | | | | powerful, positive impression. When you don't, the |
| he didn't know the first lawyer provided the same | | | | impression you make is far more negative than |
| service. Write a detailed list of your services and | | | | you might imagine. Prospects cannot easily assess |
| give a copy to all clients and prospects -- because | | | | the depth of your knowledge or experience. But |
| if prospects don't see the service they want on | | | | one thing they evaluate quickly is whether you |
| your list, they may go to another lawyer. | | | | return phone calls promptly. |
| MARKETING MYTH #3: "My referral sources will | | | | MARKETING MYTH #13: "The articles our public |
| send me all the new clients I want." It won't | | | | relations firm generates will attract new clients." |
| happen. Certainly you're grateful to get referrals | | | | Maybe not. In most cases, p.r. programs bring |
| from time to time. But if you think all the new | | | | exposure, but exposure does not always bring |
| business you want and need will come from | | | | new clients. Attorneys routinely report, "We were |
| referrals, 99% of the time you're wrong. You | | | | happy with the number of articles about our firm, |
| must develop a marketing program that will | | | | but we didn't get even one new client!" A good |
| attract clients directly to you so you don't rely | | | | publicity program can be an important part of |
| solely on referrals. Also, this helps you avoid | | | | your marketing program. But whether your |
| paying referral fees. | | | | publicity program generates only exposure or solid |
| MARKETING MYTH #4: "When prospects or | | | | marketing results depends on the experience and |
| clients have questions, they will call me." Not true. | | | | know-how of the person conducting your |
| People often hesitate to call unless they know | | | | program. |
| their calls are welcome. This is particularly true of | | | | MARKETING MYTH #14: "The most effective |
| prospects who haven't yet established a | | | | time to deliver my marketing message is when |
| relationship with you. In all of your | | | | my prospect is in my office." Wrong! The most |
| communications, invite prospects and clients to call | | | | effective time to deliver your marketing message |
| you with their questions or problems. Often, their | | | | is when your prospect first thinks about his |
| questions lead to work you can perform on their | | | | problem and wants to know what solutions are |
| behalf. | | | | available. You have a significant advantage over |
| MARKETING MYTH #5: "It makes no difference | | | | other attorneys when you have a packet of |
| whether my photo appears in my marketing | | | | materials you can mail to your prospect, |
| materials." Not true. Your photograph is a key | | | | regardless of his location. You can offer your |
| piece of your marketing puzzle. A warm, friendly, | | | | information packet any number of ways, such as |
| engaging photo with good eye contact can do | | | | through your advertising, publicity, newsletters or |
| wonders for your marketing. It helps establish a | | | | mail. When your prospect thinks about his |
| friendly, trusting relationship with your prospects | | | | problem, he sees that you offer material on the |
| and increases your reader's comfort. Prospects | | | | subject. Then he calls or e-mails your office and |
| don't care what you look like, but they feel better | | | | requests your information. And you respond by |
| when they know. | | | | sending your materials, as promised. In many |
| MARKETING MYTH #6: "Interacting with | | | | cases, this puts your marketing message into his |
| prospects is a waste of time." Wrong. Always | | | | hands before he calls other lawyers. |
| look for new ways to get prospects to interact | | | | MARKETING MYTH #15: "My quarterly newsletter |
| with you. The more prospects talk with you, the | | | | will prove to be an effective marketing tool." Not |
| more opportunities you have to explain how you | | | | even close! In today's over-advertised society, |
| can help them. Your interaction can take place | | | | you're fortunate indeed if you can create an |
| over the telephone, in your office, at your | | | | impression in your prospect's mind. If you hope to |
| seminar, by e-mail -- almost anywhere. The | | | | make your impression stick, you should send your |
| nature of the interaction doesn't matter as long | | | | newsletter at least monthly. The more often you |
| as you and your prospect carry on a meaningful | | | | mail to prospects on your mailing list, the more |
| dialogue. | | | | new business you will likely attract. The frequency |
| MARKETING MYTH #7: "I have to be careful not | | | | with which you deliver your newsletter is much |
| to repeat myself when talking with prospects." | | | | more important than its size. |
| Wrong. When people take in new information, | | | | MARKETING MYTH #16: "By lowering my fees, I'll |
| they forget most of it. And unless prospects | | | | gain a stronger competitive position." Not true. |
| remember what you say, they won't likely hire | | | | When you lower your fees, (1) you undermine |
| you. It's good to repeat yourself when you want | | | | your credibility because prospects wonder why |
| to make a key point. Selective redundancy gives | | | | your services are no longer worth what you once |
| you the opportunity to convey your message | | | | charged, (2) you attract clients who know the |
| from two or three different perspectives. | | | | price of everything and the value of nothing |
| MARKETING MYTH #8: "My prospects understand | | | | (people who are loyal to the dollar are never loyal |
| what I say because they know the legal | | | | to you!), and (3) you lose money because it is |
| vocabulary." Not true. When you assume your | | | | usually impossible to achieve the volume of cases |
| prospects have basic knowledge or understand | | | | you need to make up for the profits you lose. |
| simple terms, you're often wrong. Your message | | | | Instead of lowering your fees, raise them -- |
| means nothing if your prospects don't understand | | | | because it's easier to justify why you charge so |
| what you're saying. Always go back to square | | | | much than to explain why you charge so little. |
| one. Make sure you're not talking over your | | | | MARKETING MYTH #17: "If I invest enough |
| prospects' head. And if you must use a legal | | | | dollars in marketing, I will eventually get the |
| term, make sure you define it. | | | | results I want." Not necessarily. Your results |
| MARKETING MYTH #9: "Marketing methods don't | | | | depend on the marketing methods you choose. If |
| work as well today as they once did." Not true. If | | | | you don't get favorable results from a small |
| your marketing doesn't work, it's probably due to | | | | investment, you won't likely get better results |
| a poor, inadequate or incomplete marketing | | | | from a larger investment. The key element is the |
| message. Don't blame the method that delivers | | | | strategy you select, not the amount of money |
| the message when it's really the message that's | | | | you invest. |
| lacking. You should design your marketing | | | | MARKETING MYTH #18: "To attract new clients, I |
| message as carefully as you prepare a case for | | | | should promote my services." No! When you |
| trial. | | | | promote your services, you take on the role of a |
| MARKETING MYTH #10: "The more complicated | | | | salesperson, which undermines your credibility. This |
| my message, the more prospects will understand | | | | is called selling-based marketing. Instead, promote |
| the need for my services." Wrong. Every day, | | | | your knowledge using Education-Based Marketing. |
| your prospects suffer from information overload. | | | | This allows you to attract new clients, increase |
| They screen out complicated messages. Keep | | | | referrals, strengthen client loyalty and build your |
| your message simple because a simple message | | | | image as an authority without selling. |
| is the only message that has any chance of | | | | Education-Based Marketing gives prospects what |
| getting through to your target audience. | | | | they want, information and advice -- and it |
| MARKETING MYTH #11: "How an advertisement | | | | removes what they don't want, a sales pitch. |