5 Marketing Tips for Plaintiff''s Attorneys from Kerry Randall
Kerry Randall is the principal of The Lawyer Marketing Guy and is the author of the great ABA book Effective Yellow Pages Advertising for Lawyers : The Complete Guide to Creating Winning Ads. He is also a contributing author for the ABA book Flying Solo: A Survival Guide for the Solo Lawyer. Kerry provides a free marketing analysis to potential clients. On with Kerry’s tips:
- Always invest in the highest return-on-investment vehicle first. Only after you have saturated the highest-ROI vehicle do you move on to the next highest.
- Benchmark the most successful firms you can find in other, non-competing markets around the country. When you travel, turn on the TV and look at the yellow pages in the hotel room. Find out which firms are the most successful at bringing in new clients from their marketing. Learn from them.
- Never go into a battle you aren’t fully committed to win. Never design a marketing message that will compete. Design only messages that will clobber the competition.
- Never spend your marketing money without thorough investigation, scrutiny, and confidence. You may not turn every marketing campaign into a goldmine, but your total marketing plan will be successful if you investigate and plan before you execute.
- Evaluate your results. Test new ideas. Take chances. (For professionals, marketing is always "test marketing.") Look at your results before you decide what new ideas to test, and which chances you should take.
In addition to these tips, Kerry has also written The Lawyer Marketing Guy’s Seventeen Failsafe Marketing Rules.
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