While working as an Attorney, it’s easy to become of the mindset that “if people need an attorney, they will come to me.” If only it were that simple. In a perfect world, the people who need an attorney wouldn’t require any extra time or effort because they already need an attorney. They would sign a contract with you upon meeting you and shaking your hand the first time and it would be as simple as that.
Unfortunately we do not live in a perfect world and even the people who already know they need an attorney require extra time and effort. The best and most efficient way to put forth that required time is by putting together a follow-up sequence - one that you can employ with every lead that you get. A great example of a well put together follow-up sequence is:
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An Initial information package
- Inside of this package can be things like a book you’ve written, a business card, a newsletter your firm produces, and a handwritten note.
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A second mailing of a postcard with some basic information on it
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A phone call to ask if there were any questions on the information they received so far
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A final mailing of a letter thanking them for their time during your phone conversation.
The reason this works is because people typically have small attention spans and they are easily distracted. If you simply send out one mailing, they will see it, place it somewhere and never remember it or you. If you have a continual 3-4 week sequence of mailings and contact, they will become more familiar with you and recall you more easily when the time comes that they need an attorney.
The trick is to make yourself the only attorney they think about. No other lawyer is going to be sending these sequence mailings. Your competitors are easily forgettable because they don’t do what you do. The most important thing when it comes to marketing is to stand out. If you’re the only attorney sending out multiple mailings, you’re going to stand out vastly. Especially when the potential client reads the information given and realizes that you are actually knowledgeable about the particular subject. You want to get them to a place where they stop looking for an attorney because they only want to work with the expert; you.
When it comes time to meet with you after the mailings they’ve received, talk with them about the information you’ve given them. Ask if they have any questions based off of what they’ve learned. Show them genuine concern for their case and any and all questions they may have. The trust that you build within the 3-4 weeks of contact is irreplaceable and will serve to be the main reason you retain the client for years to come.
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