Tip #1 - Marketing to Attorneys
The biggest single mistake most people make when marketing to attorneys, is well marketing to attorneys.
Let me give you an example. Say that you are lucky enough to run into a politician at a dinner event, you can try and bend his ear about pending legislation on process service regulation. You'll have to compete with 50 other folks for that ear. But, if you are savvy, you can look around, and in a corner, away from the crowd, you can locate a key staff person, probably calling ahead to the next destination in some quiet corner, on her cell phone. You can go bend their ear, knowing your message will be heard, by the one person who actually counts, the gatekeeper.
So here's the lesson. Try focusing mailings, and other pitches on legal secretaries and staffers. If for example, you send post cards, these gatekeepers are the ones who see the post cards, and toss them. Not the lawyers. But with a pitch like, "saving your firm's money on process service may save your promotion," or "stop struggling with service rules, we do it right the first time", may appeal to them.
So does, "stop calling around, we'll do all the leg work for you", as most attorneys are clueless about how much time staff often wastes on process service logistics, or finding the right expert or investigator. But the staff knows, so these pitches work.
So remember, when an attorney is your target, aim for the gatekeeper.
Let me give you an example. Say that you are lucky enough to run into a politician at a dinner event, you can try and bend his ear about pending legislation on process service regulation. You'll have to compete with 50 other folks for that ear. But, if you are savvy, you can look around, and in a corner, away from the crowd, you can locate a key staff person, probably calling ahead to the next destination in some quiet corner, on her cell phone. You can go bend their ear, knowing your message will be heard, by the one person who actually counts, the gatekeeper.
So here's the lesson. Try focusing mailings, and other pitches on legal secretaries and staffers. If for example, you send post cards, these gatekeepers are the ones who see the post cards, and toss them. Not the lawyers. But with a pitch like, "saving your firm's money on process service may save your promotion," or "stop struggling with service rules, we do it right the first time", may appeal to them.
So does, "stop calling around, we'll do all the leg work for you", as most attorneys are clueless about how much time staff often wastes on process service logistics, or finding the right expert or investigator. But the staff knows, so these pitches work.
So remember, when an attorney is your target, aim for the gatekeeper.
posted by Rominger Legal at 1:35 AM
1 Comments:
The best target is the Paralegal in a firm...the most powerful gate keeper- market to them- they are the right hand person, with enough clout to get the job done. you'll have greater success by also marketing the right service to the right practice- family law does more process than say, copyright law- know who generates the paper, and your percentages will go up.
www.lonestardeliveryonline.com
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