Marketing for Attorneys-Why It’s More Important to be First Than Best

When your TV spot is the first one seen, or your website is in position one of a Google search, most often prospects compare what they see later to your message.

/lawyermarketing101.com/Kevin Quinlan/ 10/02/2009

Kevin Quinlan, lawyer-marketing guru elaborates on why skilled lawyers have a greater chance of success at generating new business with their TV campaign and in Google searches when they don't delay launching their marketing program and are the first to be seen. 

 

Many law firm marketers spend enormous amounts of time and money trying to convey the message that their law firm, its services and everything about the way they practice law is better than their competitors. Although the various state bar associations make that a challenging task, the fact is many equally skilled lawyers make that claim on their law firm websites. That said, when it comes to generating new business, it may not be as important to be the best law firm advertising as it is to be the first.

 

Whether your firm is planning to take the plunge into TV advertising or considering a web-marketing program to promote your practice in your geographic area of influence, being first out of the box has significant advantages over actually being the best. When you evaluate the category leaders for almost every product or service, the company with the greatest awareness always wins. That awareness quite often comes from being the first in the mind of consumers. First in the mind of consumers often subliminally equates to being the best.

 

While marketing the practice of law may not be the same as marketing consumer products, the way consumers' minds work is consistent. When your TV spot is the first one they see, or they visit your website because it came up in position one of a Google search, most often they compare what they see afterwards to your firm's message. The first one out of the box is the one that is remembered and has the best opportunity to create the greatest awareness. By way of example, other companies may offer similar services, but no one ever says anything other than "Fedex this to our client."

 

That said, utilizing the highest production values when producing your firm's TV spots is still a rule to live by. According to Business Week, "Advertising is meant to attract customers, yet so much of it does the opposite. One reason: Too much time and money goes into running advertising, not enough into developing it." Creating a high quality TV campaign indirectly says a lot about the quality your firm.

 

The same can be said for website development and web marketing. Creating an informative, easily navigated website that anticipates and answers many of the preliminary questions a potential client might have serves the same role. An effective SEO plan that consistently results in high page one ranking in Google for your key search terms gives your law firm that leadership edge.

 

For more information about law firm TV production, website design for attorneys or legal SEO contact Kevin Quinlan.

 

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