Here is a list of the top 10 questions we get asked by our prospective Clients. We have listed our answers next to these questions. If you have a question and it is not covered below, please go to our Contact Us page, and submit it to our marketing team. We'll respond ASAP.
Q1. Which Type Of Marketing Do You Recommend For Me: Institutional Marketing To Build My Image -- Or Direct Marketing To Generate Inquiries From Prospective Clients?
A1. If the consultant prefers institutional or image marketing, you should be aware that his marketing program may not attract inquiries from prospective clients. If the purpose of your marketing program is to improve your image and not generate inquiries, then an institutional approach might be all you need. But if you want calls from prospective clients, make sure the marketing method you choose is built on sound, proven principles of direct marketing.
Q2. How Will You Direct My Marketing Only To Prospective Clients So I Don't Waste Money Reaching The Wrong People?
A2. It depends on the type of clients you want to attract. After you define your target audience, there are many different ways to reach those people. For example, if you're looking for high level business executives, you might reach them with direct mail, feature articles and display ads in trade publications, and interviews on radio and television shows directed toward business executives.
On the other hand, if you want to reach a broad-based consumer audience, you might reach them through interviews on radio talk shows and television newscasts, and by advertising or getting articles in general-interest newspapers and magazines.
Q3. How Will You Get My Prospective Clients To Call Me?
A3. People often hesitate to call people and businesses they don't know. So I encourage you to offer free written information, which you'll mail to anyone on request. This gives your prospective client a non-threatening reason to call. He simply calls and asks your receptionist to mail him a free copy of your materials. That's when he gives your receptionist his name and mailing address. In this way, your prospect gets information to help him solve a problem -- and you get a mailing list of prospective clients.
Q4. Have You Ever Worked In Sales?
A4. Working in sales is the best way to learn how people make buying decisions. I can remember sales lessons I learned in grade school when I sold Christmas cards and tickets to the Boy Scout Jamboree -- in high school when I sold candy and magazine subscriptions to pay for band trips -- and in college when I sold advertising for convention booklets. After college, I sold real estate. I imported and sold precious gems. I started and operated two mail-order businesses. And in the process, I learned a lot about people: how they think, how they solve problems, and how they make buying decisions. Unless your marketing consultant has spent time in sales, you're at a serious disadvantage in today's competitive marketplace.
Q5. What Is Your Marketing Background
This simple question can uncover a host of problems with the person you're interviewing. Some people crave to be involved in marketing. I have seen men and women who fabricate a list of marketing experiences just so they can call themselves marketing consultants. Frankly, it's scary. Just remember, marketing has no licenses or recognized certifications. All it takes to be a marketing consultant is a business card.
In addition to the phonies, you'll likely encounter another group of people. They may or may not call themselves marketing consultants, but their work can have a positive effect on your marketing results. They may be:
What it comes down to is this:
Do you want a newsletter that simply puts your name in front of your audience -- or do you want a newsletter that reaches your prospective clients and reinforces the important reasons prospective clients should choose you over your competitors?
Do you want a news release that simply gets your name into an article in the newspaper -- or do you want a news release that generates a feature article in the newspaper, identifies the reasons prospective clients should hire your services and gets prospective clients to call your office and give you their names and addresses?
These examples show the differences in simply knowing how to use a method to put information in front of your prospects -- versus knowing how to use a method to deliver a powerful marketing message that will result in prospects hiring your services.
The two "m's in marketing are the message and the method. Many people understand methods of communicating, but few know how to build a persuasive marketing message. The most powerful methods are of no value if they deliver a poor marketing message. Focus first on how to create your marketing message. Then look at the different ways you can deliver your message to your prospective clients.
The key parts of your marketing argument are your competitive advantages, which are the positive ways you different from your competitors. If you don't carefully build your competitive advantages into your marketing message, your prospective clients won't know why they should choose you over someone else.
Make sure the consultant you hire has in-depth experience in marketing. Because, while education may help, it's no substitute for experience.
Q6. How Will I Measure Your Marketing Success?
A6. Many marketing and public relations campaigns are designed without any way to measure results. Make sure a cause-and-effect relationship exists between your marketing program and your marketing results.
In addition, I encourage you to insist on complete accountability from your marketing firm. By using direct marketing methods, you can count the number of people who respond. And you can count the number who go on to become clients. Anything less than total accountability is not acceptable.
Q7. What Part Of Your Marketing Program Will Give Me The Biggest Advantage Over My Competitors?
A7. A marketing program isn't worth much if it doesn't give you a competitive edge. My program has many advantages. Two important advantages are these: My method of Education-Based Marketing gets your prospective clients to call you during the first stage of their decision-making process -- usually before they call your competitors. And it educates your prospects about your competitive advantages so they understand why they should hire your services rather than someone else's. What often happens is this: After your prospective clients call you, they conclude from your written materials that they don't need to interview other lawyers. So they hire your services. Obviously, this gives you a significant edge.
What's more, my method does much more than simply attract new clients. It also increases referrals, strengthens client loyalty and builds your image as an authority -- without selling.
Q8. How Soon Can I Expect Your Marketing Program To Attract Inquiries From Prospective Clients?
A8. Look at the consultant's answer from two points of view. First, if your consultant's program won't attract inquiries, then you need to find a program that will. Second, if your consultant tells you it's hard to measure results, then one of two things is true: (1) Your consultant doesn't have much confidence in his program. Or (2) Your consultant's program isn't designed properly. One of the key parts of any competent marketing program is the program's ability to attract qualified inquiries from the prospective clients you want to reach.
What's more, be careful not to fall victim to this ploy: At the beginning of a new-client relationship, marketing people often arrange for you to be interviewed on a radio talk show or the television news. This is done to make a fast and positive first impression. But this tactic often backfires and leads to problems because the interviews are done BEFORE your marketing program is in place. The result? Since you don't yet have your educational materials, your prospective clients have no reason to call your office. This means this golden opportunity to get calls from prospects has been wasted. Or, you do get calls at your office but, without any written materials, you can't move to the next step in the persuasion process. So, again, the opportunity to develop new clients is minimized. When a marketing consultant jumps the gun to impress you, you often lose an important opportunity.
Q9. How Soon Will Those Inquiries Turn Into New Clients?
A9. This depends on the type of services you're offering, the prospective clients you're trying to reach, and how long it takes those prospects to make decisions.
For example, estate planners who offer seminars often collect retainer checks within 24 hours of when they present a seminar. In this case, it's just a matter of how soon they can schedule prospects to come into the office for a free consultation. At the same time, some of the prospects who attended the seminar may not make any estate planning decisions for as long as two years. That's why it's important for estate planners to keep prospects on their mailing list for two years, unless their mailing list becomes to large to manage.
On the other hand, if you're marketing corporate law services to Fortune 500 companies, you need to start making inroads, developing relationships, presenting seminars, hosting executive roundtables, and so forth. While you may reach some companies that need your services immediately, you might also discover that this process could take several years before you get the results you want.
I've found that my method of education-based marketing attracts clients in all stages of readiness. Some will hire you right away or relatively soon. Others in the weeks and months ahead. Some may take years. And, naturally, some will never make a decision.
To encourage your prospects to make a decision, I build as much urgency into your program as I can. And while this urgency will speed along some people, others will still dally. Our goal is to generate an ongoing flow of new prospects, some of whom will make decisions immediately, so we don't find ourselves being strung along by those who delay.
Q10. What Do You Charge To Have A Telephone Conversation With Me So I Can Explain My Business Situation And See If Your Services Will Help?
A10. We offer a FREE 20 minute confidential business consultation. Please call our office today at 704-281-9798