Who knows what evil lurks in the hearts of men? The Shadow knows!”
These were the opening lines of a 1930s detective radio show starring a mysterious detective and former intelligence agent named The Shadow.
The Shadow’s list of formidable adversaries included the Black Master, the Lone Tiger, the Silent Seven, the Five Chameleons, the Kings of Crime, the Red Envoy, and dozens more – but none could ever defeat him.
Why? Because the Shadow was a master detective. He anticipated his enemies every move – even when they were invisible to everyone else. With his investigative skills, his adversaries never stood a chance.
Why am I mentioning a nearly-forgotten radio character from yesteryear? Because it reminds me of today’s legal marketing landscape.
How so? Do you may recall how, yesterday, we talked about how a glut of newly-minted juniors flooded the market over the last decade, and they’ll cut their fees to steal your lunch? And how I asked you how you’re able to determine whether an attorney or law firm in your metro/practice area counts as a competitor or not?
Here’s why I wanted to know:
When we start working with a new firm, one of the first things we ask them is “who are your competitors?” We ask this because we want to keep a close eye on their competitor’s moves. Our aim, ultimately, is to see our clients catch up with them, overtake them, and then extend their lead so far out front, their adversaries can’t keep up.
This is where it gets interesting, though:
Often the biggest direct competitors that our clients identify are among the easiest to spot – they’re in court, on billboards around town, and on T.V. and radio. But what we’ve discovered, from our own analysis, is that sometimes more formidable, “invisible” competitors aren’t so easy to unmask.
They’re not on any billboards around town. They have no radio ads. And you might never bump into them in court. (There’s a reason for this – which we’ll talk about later in the week.) However, they are definitely there, and they’re a genuine threat to your livelihood.
So where are they hiding? Online.
When potentials search for an attorney on Google or Avvo, the firms that come up in the search results generally get the most Internet traffic – which means they’re getting most of the inquiry calls that should be going to you.
Look at it this way:
If strange men filled their canteens in the brook running through the middle of your farming village in broad daylight, you’d clearly identify them as competitors. But if another group was tapping into that same brook upstream in the middle of the night, then you might never know they were stealing the water that you needed for your crops
So it goes with competitors online.
Unless you know where to look, it’s challenging to uncover “invisible” adversaries who are busy stealing your clients “upstream.” But like the Shadow, there’s a way to uncover who they are and decipher how they’re doing it.
It’s called a Google Maps competitive analysis report.
A few weeks ago, I told you about a special offer to have someone from Speakeasy examine your firm’s website, analyze your marketing, your goals, and your competition. They would then take that information and produce a competitive analysis report that reveals your Google Maps “domination score”. With that information in hand, you’d have the power to always stay several steps ahead of your competitors.
Anyway, since then, we’ve performed dozens of these fact-finding reports, and we’ve received some stellar feedback.
So, for a limited time, we’re reopening the offer to a few more attorneys.
If you’d like to claim a spot, click the link below, read the details, and complete the short form. We’ll do a little detective work, analyze your firm’s online presence, see who your “invisible adversaries” are, and then tell you precisely what you’ll need to do to take back the business that they’re siphoning from your firm.
Here’s where to request your complimentary Google Maps competitive analysis report:
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