It’s happening everywhere, and it’s only getting worse.
Families now sit elbow to elbow around the restaurant table, staring into their smartphones in silence. People waiting in line at the store don’t look up until they reach the cashier. Rush hour commuters check their phones while they’re stuck in traffic.
They’re all smartphone zombies – or “smombies,” as the kids say. It’s mostly sad. But sometimes it’s downright hilarious.
Case in point: Last week I saw a millennial smombie walking down the sidewalk, pecking away at his smartphone. Without slowing down, he walked straight into a lamppost that he fervently swore appeared out of nowhere.
I couldn’t help laughing at the time. But really, it’s no laughing matter. Because not only do smombies get hurt physically sometimes, but they rarely read something physical anymore – like a book or a newsletter.
But for savvy marketers – including solo attorneys and small law firms – this preoccupation with digital media isn’t a problem.
It’s a veritable gold mine.
Consider this: Historically, the most effective client generation strategy, second only to getting direct referrals, has been sending physical letters and newsletters in the mail. Now, it may seem like that method would be less effective now, since everyone seems only to read emails. But the opposite is actually true.
These days, marketing with physical mail is even MORE effective.
Why? Well, for starters, getting a physical letter or newsletter is a novelty. It stands out starkly because so few still send physical mail.
But there’s more to it than that.
In a digital world, physical letters carry more weight. Figuratively and literally. They have a higher perceived value. Doubly so for print newsletters. There’s just something about holding a physical newsletter in your hands and turning the pages.
Plus, physical newsletters sit on tables. They get read. They don’t disappear into the abyss of overflowing inboxes, they’re not spam, and a swipe of a finger won’t instantly delete them.
Best of all, a physical newsletter radically upgrades your perceived value in the eyes of potential clients.
What does all this mean?
It means that attorneys who market their services with physical newsletters can clean up royally.
In my experience, few attorneys understand just how deadly effective direct mail marketing really is. That’s because most attorney marketing companies focus all their efforts on digital marketing methods these days.
In other words, they exclusively market to “smombies”.
Big mistake.
The window of opportunity to reach potential clients in the physical world – when they’re not looking into a tiny screen – is now wide open. And, there’s virtually no competition.
Done correctly, a physical letter or newsletter attracts new clients better than just about any other method. It’s also invisible to spying competitors. They’ll be scratching their heads trying to figure out how you’re cleaning up.
Bottom line:
It works like gangbusters. My Secrets of Attorney Marketing guide shares some of the most potent strategies we’ve ever tested with our clients (attorneys and small law firms just like you) and shows you how to use physical mail and newsletters for maximum effectiveness.
If you’d like a complimentary copy for your library, just click below, tell here to ship it, and I’ll send it out to you first thing tomorrow.
>> Request a *complimentary* copy of my new Secrets of Attorney Marketing book (2nd edition)
My name is Richard Jacobs, and I’ve discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 12 years.
I’ve come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:
Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.
Richard is the author of 6 books published on Amazon, Kindle and Audible.com
Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:
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