Las Vegas, NV (WiredPRNews.Com ) — Many plaintiffs’ attorneys who have made the big decision to market their law firm are often at a loss as to which areas of their practice to focus on when they begin the marketing process. They also lack a degree of clarity on who makes up their target market and how to reach them.
Most firms will represent clients for a wide range of practice areas, but trying to be all things to all clients is not the best formula for success in advertising. It may be true that auto accidents are the low hanging fruit, but there is more competition for auto accident cases than for many other types of cases. We typically recommend a review of your firm’s cases for the last few years of practice to identify the types of injuries that have generated the highest verdicts and settlements. Focus your marketing efforts around those that have the potential to create the highest ROI.
When it comes to targeting your advertising, always keep in mind that you are looking for prospects that do not already know an attorney or have a network they can rely on to recommend one. If a prospect knew a real estate or a divorce attorney, they would call them first for a referral. What that means is that they are often working-class, have not attended college, probably have a lower income than the middle class and may not even know the type of attorney they need. In many respects, they need your help to find justice more than someone with greater resources.
The hiring of a personal injury attorney is a need driven, random event that cannot be predicted. The best approach is to be sure that your message remains constant in whatever media you choose, so that your name is consistently in front of as many potential clients as possible. What has changed over the last few years is that more of this target market are now surfing the Internet. As the cost of computers and web access have come down in price, and their children have gotten more computer literate, like everyone else they are also using tools like the Yellow Pages less frequently. TV is still the premier medium for reaching prospects who are the most likely to call you and TV is also very effective in supporting Internet marketing by creating a sense of familiarity and image for your law firm.
The first step should always be to find a professional lawyer marketing firm that can partner with you to promote your plaintiffs’ practice. That can be part of the greatest formula for a successful venture on the Internet, on TV or creating compelling collateral.
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