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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

People love getting something for free, which is a fact that you need to keep in mind as you work on your legal marketing strategy. You can develop an irresistible offer that will get someone to think that he or she would be a fool not to take you up on it.

It is important to understand that a free consultation is not an irresistible offer. Just about every law firm in town will be saying the same thing in their ads, so it will not set you apart from your competitors or even give a potential client a reason to pick up the phone and call you.

Offering a free informative item, on the other hand, is a tremendous way to grow your database of potential clients. You can focus your marketing efforts on promoting your free book, report, CD, DVD or whatever you choose to give away. Your free offer must be so enticing that prospects think it would be a mistake to do anything before contacting you. What is great about a free offer is that you can collect the contact information of each prospect and build your database, which should ultimately improve your conversion rate.

One lawyer ad used to appear in the Yellow Pages that stood out from the rest, because instead of promoting the attorney or law firm, including the number of years of experience and the amount of cases handled, it marketed a free book. The ad included an interesting headline, but didn't have a photo of the attorney and only listed the law firm in very small print. However, this Yellow Pages ad was highly responsive.

For more information on this topic, read the article, "Free Consultation" is NOT an Irresistible Offer.