Don’t underestimate the importance of your engagement letter as both a legal and marketing document. Because if prospects aren’t comfortable with your agreement, they may not sign it — and all your prior marketing efforts have been for naught. You want prospects to welcome your engagement letter because their signature on your agreement allows you […]
How To Create An Email Law Alert
Powerful Marketing Tool Replaces Printed Newsletters Thanks to email, you can now write and distribute a weekly Law Alert without buying a single postage stamp or sacrificing even one tree. What’s more, you can email your Alert to prospects and clients anywhere in the world in minutes. Here’s how to design and promote an email […]
Hidden Persuaders: Keep These Documents Close At Hand For When Your Presentation Needs A Boost
Your prospect is in your office. You’ve explained everything in detail. Yet for some unknown reason, he hasn’t agreed to move forward. Here are tools you can use to turn your prospect’s hesitation into an enthusiastic Yes! CREDIBILITY. These tools help overcome your prospect’s hesitancy if it is due to his lack of trust in […]
Crossing The Line From Educator To Seller Destroys Your Credibility
One major benefit of education-based marketing is that your marketing program attracts inquiries from prospects. In this way, you don’t pursue prospective clients. They come to you. The problem is: If you don’t get inquiries from the prospects you want — and if they’re prospects you can identify by name — you could easily decide […]
19 Secrets That Increase Response To Print Ads
Have you ever purchased a display ad in the newspaper and then not received a single call? Or placed an ad in a magazine, only to conclude that no one ever saw it? What went wrong? Here are seven common reasons prospects don’t respond to ads. Prospects don’t see your ad because no graphic image […]
17 Ways To Increase Your Materials’ Readership And Response
Tip #1: Make sure your headlines are large and bold. You don’t want them so large that they appear awkward, but large, bold lettering attracts your reader’s attention and directs his eyes to the beginning of your message. Tip #2: Use subheads to draw readers through your copy. Many people scan subheads to get an […]
15 Business Card Sins Lawyers Commit
SIN #1: Your type is too small. Few things provoke as many negative comments as type that’s too small to read. In an effort to achieve a corporate or high-end look, artists often choose fonts that are painfully small. Don’t. Make sure your prospects can easily read the words on your card. SIN #2: Your […]
11 Terrible Brochure Mistakes Lawyers Make
The law firm brochure is often the primary tool in a lawyer’s marketing arsenal. It’s the all-purpose vehicle you can use for any occasion. But many lawyers don’t make effective use of their brochures and leave out important elements. Here are costly brochure mistakes to avoid. MISTAKE #1: The brochure doesn’t contain all the elements […]