In this interesting podcast, Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., continues his discussion on marketing, as he delivers new information that can help you, attorneys, bring in more, and better, clients. Richard Jacobs is a noted authority in marketing. Jacobs’ company, Speakeasy Marketing, Inc., has assisted hundreds of attorneys in their quest to procure better clients and achieve higher profit levels for their firms.
Jacobs discusses his training in the field of marketing, having studied the important work of innovative marketers such as Dan Kennedy, the ‘tell it like it is’ author of seven popular marketing books and counting. Jacobs underscores the importance of following up. As he states, it is imperative to always follow up on any campaign, etc. that you have put in place. Following up is essential. When potential clients call your firm, asking questions, or probing for answers to legal matters, this is a golden opportunity that many attorneys, unfortunately, fail to capitalize on. You cannot have the mindset that they will call again if they have liked your pitch or feel they need you; you must make the effort to pursue them in a professional way by following up, checking in.
With so much competition to get top-ranked on Google, etc., and considering the expenses that it takes to successfully run a law firm, every call is precious. Jacobs breaks down the costs of marketing and encourages all attorneys to think of every call as an expense. He states that it is common to spend many hundreds to several thousands of dollars per month on marketing and thus a call that comes in from those efforts should be valued at a high level always.
Jacobs explains a particular marketing campaign he launched with Speakeasy. He talks about the numbers that came out of his marketing effort, with 39% of his new clients attributed to a first time marketing pitch from Speakeasy. But with their following up efforts, either via phone or direct mail, Jacobs states that they were able to haul in another 19%, a pretty successful effort by all accounts. Then a third time produced 13%, and a fourth produced 9%. Thus, it is clear, and the numbers provide proof, that following up is critical, and that it gets results!
Whether you’re a DUI lawyer, bankruptcy attorney, or personal injury attorney, these efforts, following up, will bring in new clients. And new clients will build your firm’s profits steadily. Follow up!
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