The Best Return on Your Marketing Dollar

Oct 24th, 2009 | By Scott Trost | Category: Marketing Tools, Taking Action

The other day I was talking with a good friend whose primary practice is workerʼs comp, although he also does a fair bit of auto accident and other personal injury work.

He told me he ran into one of his former clients on the street. They exchanged pleasantries and then the former client dropped this bomb: “You know, my brother and his family were in a horrific car accident that was caused by this truck driver who fell asleep behind the wheel of his big rig. I thought of calling you but I wasnʼt sure if you were still practicing so we called someone else.”

I wish I could say I never hear stories like this but you and I know the truth – most PI attorneys do a terrible job keeping in contact with former clients.

Let me say this as clearly as I can – the biggest return you will ever make on your marketing dollar is on marketing to your former clients for future business.

Let me make two other points – Consistency and Quality.

Consistency – Most of you, after reading this, will resolve to revive that monthly law firm newsletter. And you will, for a month or two. And then everyone will get caught up again in the daily crunch of activities and the newsletter project will get dropped again. That method is not going to get you the return business you are looking for.

You need an automated, consistent program that runs on its own, no matter how busy you get.

Quality – I know your town has all kinds of great graphic designers but you are not going to find any of them. You are going to find one that, excuse the expression, sucks.

Lawyers are like magnets when it comes to attracting terrible graphic artists. I know this because Iʼm seen all the junk that lawyers send out. Itʼs awful.

The stuff you send out needs to pop, needs to show you at your professional best, needs to inform people what they should be calling you about.

One tool you should consider is MarketingTools4Lawyers.