This is the year law firms, professionals and service providers finally start seeing real results for their marketing efforts. This will be the year that their advertising, direct mail and websites finally start bringing them the targeted new business and new clients they really want to work with.
How? Because I believe those people who market professional services will finally wake up to the fact that "Multi-Step Marketing" is far more effective than "One-Shot Marketing."
Why One-Shot Marketingwhite Isn't Working For Law Firms or Other Professionals
As a former lawyer myself, most of my attention is focused on marketing ideas for law firms, but what I am about to say is equally applicable to other professionals, service providers and even sellers of products if their expertise is part of the package that comes with their products (large B2B computer systems or software programs would be an example).
One-shot marketing is when you see an ad or visit a website that asks you to contact the company for more information.....and that's it. That simple (and often understated) request for a contact is the only call to action such an ad or website makes.
One-shot marketing gets one, and only one, chance to influence the prospect to act. And if that ad doesn't dramatically reach out and grab the reader's interest, it will be forgotten in 2 seconds.
Look at most of the ads in the Yellow Pages or in business news publications. Do any of them just reach out and grab you that way? Do any of them offer anything really different from their competitors' ads? Rarely.
Why Law Firms and Other Professionals Must Adopt Multi-Step Marketing
As the name suggests, "Multi-Step Marketing" takes advantage of multiple contacts with prospects. When you see an ad, a website or a direct mail piece that offers you a free DVD, CD, white paper, report or ebook on a topic that is currently a source of problems for you, that is the beginning of a multi-step marketing program.
When you request that free information because it sounds relevant to problems you need to solve or changes you want to make, you are "opting in" to the marketer's mailing or email list. This is called "permission marketing" because you are giving that company permission to contact you again. In so doing, you have identified yourself as a prospect with at least some level of interest in what that company does.
If the free information piece you receive from that company is well written and seems to offer a solution to your problem, you may decide to do business with them on the spot. In most cases, this information will help you form the opinion that this company is an expert in this area. It may also position that company as the front runner in your mind in case you ever decide to do business with someone in that field.
But you may not decide to act right now. It is what happens next that truly delivers the remarkable success for multi-step marketers. Over time, you will receive occasional follow up mailings and information. If you weren't ready to do business when you first received the information, your circumstances may change over time.
The long term effect of repeated contacts by the company (because you gave them permission to market to you) is that this company increases its positioning in your mind as THE experts in their field and as THE company you are most likely to do business with when and if you decide to act.
Multi-Step Marketing Helps Law Firms and Professionals Measure Their Marketing Results
Law firms and other professional services have a very difficult time measuring how effective (or not) their advertisements, websites or direct mail really is.
How do you know which calls were produced by your Yellow Page ad, the ad you put in the local newspaper, from your website or from other sources?
Multi-step marketing gives professionals an instant tool to determine how well an ad or website is doing. The number of requests for the white paper, DVD or other information product is the measurement of how effective your ad or website is.
You can even give the same product different titles so you can test whether one ad generates more inquiries than another.
Multi-step marketing eliminates the feeling that advertisers often have of stumbling around in the dark.
Will my "prediction" for 2007 come true? Well I intend to do my part to get the word out to law firms and others who need to hear about multi-step marketing. I'd also love to hear from you. What experiences and recommendations do you have?
COPYRIGHT © 2007, Charles Brown