The book Thinking, Fast and Slow talks about a critical idea called “Substitution Bias”.
It has been proven, through study, that all of us sometimes – and unconsciously – trick ourselves into pursuing a seemingly easier goal if what we really want appears to be “too difficult”. And when we do, we don’t even notice it happening, which is why it is so dangerous.
Why do we do this?
Because our brains have evolved to be as efficient as possible.
When faced with a difficult task, we all unconsciously try to avoid what might appear to be unnecessary work by substituting an easier goal.
For example, right now, it’s become MUCH harder to attract decent clients than it was a few years back, due to increased competition. The size of the pie is shrinking, and the number of attorneys who want a slice is growing.
It’s so challenging and expensive to get found by genuine potentials with reasonable money to spend on legal representation, a lot of attorneys and marketers unconsciously substitute what they perceive to be an “easier” goal:
“Get on the first page of Google”.
However, as we’ve discussed over the last few days, “getting on the first page of Google” usually means ranking for a “price-shopper” keyword, like “st louis divorce attorney”. Keywords like this might be good for “status”, but, as we saw, it is NOT a good way to attract quality clients.
How do I know?
Because we’ve now helped over 640 solo attorneys and small firms increase their lead flow dramatically, while simultaneously reducing their costs. And, for most of them, this new flow of leads did not come from these “price-shopper” keywords. They mostly came from “question” keywords.
Folks who find themselves in potential trouble don’t type “commercial” keywords at first – they type in questions so they can first get some answers.
That’s why most of our clients aren’t ranked on first page for “commercial” terms at all. Instead, we’re using a different ranking strategy that gets them found online first before their competitors.
It’s almost always faster, cheaper, and easier because the pie is much bigger and fewer attorneys are vying for a slice.
So if you find yourself feeling anxious because your firm isn’t showing on the first page of Google for terms like “best divorce attorney Baton Rouge”, I highly encourage you to ask yourself:
Is that really your goal? Or have you, or a marketer you’ve spoken to, substituted in this goal because attracting clients has become more difficult?
If you’d like to avoid the “substitution bias” trap, see my Secrets of Attorney Marketing book. I’ll show you how and why showing up on Google when potentials FIRST start looking for information is a superior method to ranking for “commercial” keywords like everyone else.
You can buy it on Amazon. But I recommend you don’t. Because I’ll gladly send you a complimentary, on the house, instead.
Tell me where to send it using the link below:
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