Advertising To The Public

Advertising for Attorneys & Law Firms

Marketing to the public, sometimes called direct marketing or “retail” marketing (as opposed to marketing through professional referral sources, or “wholesale” marketing) is a double-edged sword. It is the quickest way to immediate revenue, but it also carries the highest costs and risks.

At Smart Marketing, we’re not big fans of the kind of advertising that says “Call us and we’ll do business.” Advertising is much more effective when it gives your potential clients a middle step: “Call us and register for our upcoming seminar” or “Call us and get a copy of our free report” or “Visit our website.”

The other mistake — the most common one, really — is to make your advertising about you, instead of about your prospective client. Attorney’s ads in particular, are famous for emphasizing the attorney’s expertise or experience.

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