In this podcast from Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., Jacobs outlines how to use a scientific approach to succeed in marketing your firm.
Jacobs has had an extensive and successful career as a marketing expert and he has guided many law firms and private attorneys to higher heights, helping them target and bring in better clients and ultimately increase attorney profits.
Jacobs delves into the benefits of scientific advertising. Diving in, Jacobs briefly discusses a book which he and many in the marketing community credit for its advertising wisdom, Scientific Advertising, written by Claude C Hopkins in 1923. In relating science to marketing, Jacobs asks, do we form hypotheses when considering our marketing efforts? For example, do we ask ourselves questions, such as… if I do this, will I get that result, etc.? And if not, why not? As Jacobs explains, many attorneys go on a ‘feel’ or a random trial and error approach reaching out to different marketers to assist them.
The Speakeasy Marketing expert states, as scientists use a scientific approach, attorneys and attorney firms must also utilize the same disciplined approach to their marketing. You cannot go on ‘feel’ or randomly try this or that without evaluating everything you do with a scientific mindset, through a scientific lens. You would never guess about whether the evidence in a client’s case is useful or not, so why would you guess about your marketing? Guesswork is not useful, you must approach your marketing with purpose and evaluate your efforts systematically, methodically—scientifically.
Jacobs explains the importance of field testing in your marketing efforts. For example, if your admin staff is using a script to communicate with incoming calls / potential new clients, test that script. Document how many calls are turning into clients, and get hard numbers. Additionally, look at the math on quality, meaning, how many, percentage-wise, of these new clients, are the kinds of clients you want? Consider using two different kinds of scripts and document which one brings in more clients, and which one brings in better clients? The point is, you must be rigorous in your methodology and you must think scientifically in order to grow your business and increase profits. Looking at real data gives you the ‘evidence’ you need to grasp which marketing efforts are working for you.
If you want to accelerate your marketing efforts and bring in great clients who will increase your bottom line, contact Richard Jacobs, the Speakeasy Marketing expert.
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