Two Legal Marketing Black Holes and A Easy Fix!
I’ve had the pleasure of speaking with a bunch of attorneys this past week about their marketing, what they are doing, what they are NOT doing, what is working and what is not working. In almost EVERY conversation, I found a huge hole that NEEDS to be filled to convert more prospects into clients. I wanted to share it with you because, I’m worried that you may have it too, and it is easy to fix.
Actually, there are TWO!
First, many of you are doing workshops and seminars to help people understand the importance of doing an estate plan. You are spending a whole lot of money, time and effort to promote the seminars and get people in the door. For the most part, these seminars are generating appointments. But here’s the deal, not everyone is going to make that decision immediately.
So what happens to them? If you are like so many of the lawyers I spoke to, I was shocked to find out that they are just going into a black hole. No follow up, no ongoing communication.
YOU MUST FIX THIS! These prospects are very hot, as they have taken time out of their busy schedule to come learn more. They just need a little more “nurturing.” And sometimes, it may take a while. Don’t flush your marketing dollars down the drain by not continuing the conversation and building the relationship.
Now, once you have done the immediate follow-up, make sure that you continue to communicate with these prospects! A simple monthly electronic newsletter is an EASY way to do that. If you aren’t sending one regularly, please reach out to me, and we can help you make that happen!
Now, the second big hole I am hearing about is with prospects who do NOT ENGAGE. Let’s face it, most of us do not have 99.5% engagement rate if we are meeting with a lot of prospects each month. Simply put, not everyone is ready to immediately move forward (we just talked about that).
Sometimes, especially with the elderly, they want to talk to their adult children, or there may be other reasons that it simply isn’t a decision they can make right then.
What happens to them? Is this another black hole in your office? If you think something IS happening, when is the last time you actually checked to ENSURE it is happening? – Do that.
In our findings, many times it is like crickets. Sometimes, there is a phone call or two made. And MAYBE a CYA letter goes out to ensure the prospect knows that no attorney client relationship has been formed….maybe.
Here is what actually works. Have a campaign – a SYSTEM for what these prospects receive. As one of our marketing services, we create campaign pieces that help you build relationships and reach more prospects effectively. We have seen the results of more conversions to appointments when we use these with our private clients. These campaigns work!
In our Did Not Engage campaign, we have created materials that go into a folder that the prospects walk out of the office with (never let someone leave empty handed!) These materials RESELL your services! They are reading materials for the prospect to read through or to share with their adult children. They agitate all the reasons planning is so important and reinforce why working with you is the right decision to make.
But, it doesn’t stop there. There are then follow-up steps that are taken after the prospect leaves the office. Letters, emails, calls, and then of course, we continue to “nurture” by way of consistent communication aka a monthly electronic newsletter, print newsletters, social media, other events, etc.
Look, here is the deal, I have worked in the Estate Planning world for almost 30 years now. I get this stuff, I know what works. And I know you don’t have huge marketing budgets. That is why we work with our clients to find a plan that meets their needs, goals, and their budgets.
I want to help you reach more people and put plans in place so families don’t encounter some of the things I did in my 12 years of caregiving for my mom, dad, husband, and mother-in-law. Like I said, I get it. What you do is important in so many ways. Let me help you. Schedule a no-strings virtual cup of coffee with me, and let’s chat.
