Page 6 - Los Angeles Vol 4 No 5

How to Ethically Confiscate Your Competitor’s Best Clients
Social media grants consumers extraordinary power to explore their legal representation options. As such, you must do everything in your promotional power to attract and persuade clients to choose you over everyone else!
It
current client base. Where ever you turn your competition is there; and, they are actively targeting your clien- tele.
Moreover, if too many of your cli- ents are lured away, and you can’t replace them, you will go out of busi- ness. What you are about to read does not focus on merely replacing clients willy-nilly, take all comers, ll the funnel; no!
You will learn how to attract streams of the “best” clients ethically. Fact, your most pro table future clients al- ready exist; many of them work with your rivals. You just have to persuade them to do business with you instead.
Successful advertising equals e ec- tive communication. If you can’t per- suade or interest consumers to read or listen to your message (depending on the platform you), they won’t call your o ce!
isn’t a stretch to say that with all the online op- tions, every day you are competing to keep your
BY CLAUDIO GORMAZ
Pro table advertising begins with the premise that “your clients have a problem they don’t want; however, they know there’s a solution to their problem ‘out there’ they want but don’t have.”
Your task: identify their problem and deliver “the” solution. Depending on your specialty(s), you will target only those prospects that have already purchased or are in the process of buying, services similar to yours, and you will reward them for taking im- mediate action.
Traditionally, most promotional pieces are written for the wants and needs of brand new prospects --- fur- ther; many advertising pieces try to appeal to everyone; as if everybody were a prospect. Decades of adver- tising industry gures point out that this segment only represents 5% of the available market; moreover, only a small percentage are going to take action.
Your objective is only to target those prospects that have a real inter- est in solving a speci c legal need. e “gold” lies within the remaining 95%; they’re being ignored. is market segment represents your competitors’ best, most pro table clients and pros-
pects. Embrace this concept, and your promotional campaigns get a whole lot easier.
We must stress that we are not just commandeering clients solely for the sake of taking; looting and plunder- ing. No; this approach targets people that in one way or another have been failed by your competitors.
People grow dissatis ed with busi- nesses for varied reasons. Maybe, they no longer feel a connection they once felt. Possibly they built a relationship with a sta member who’s no longer with the rm. ey aren’t happy with their results (real or perceived).
e reason(s) why they le a prac- tice are essential; because you are going to position your rm as the superior alternative to all other legal service providers in town.
Focus your promotions on speci c clients; your return on investment increases signi cantly. Your competi- tors’ clients already buy the services you o er — deliver greater incentives. Your rivals’ clients are immensely more pro table; they’re just waiting for the proverbial oasis in the desert.
Multiple marketing studies demon- strate that all consumers go through
ATTORNEY AT LAW MAGAZINE · LOS ANGELES · VOL. 4 NO. 4 6