Maybe it’ll work, but maybe it’ll be too… - Posted by raelynn mitchell
Posted by raelynn mitchell on November 18, 1998 at 21:57:12:
time and cost prohibitive. Why? It has been said that for many people to believe something, they must hear or see it at least three times. And that doesn’t necessarily mean the same form letter three times.
Is it possible that an ad in a legal publication that most lawyers read or at least receive might do the same thing? Although you have the ad cost, it might turn out to be cheaper than postage to each and every office you want to reach. And the publication will reach more of your audience for the same money than your form letter possibly can.
Don’t know if even this will work, but if you want to pursue it, consider contacting the local bar association and asking them which legal publications are most widely subscribed to and/or read by the types of lawyers you are trying to reach. And ask what the circulation of that publication is. Then consider creating an eye-catching ad to get them to call you, something that is likely to stand out and is different from the other ads. Visit the local library and look at back issues of this pub, to see what type of ads grab YOUR attention, etc., before you submit your ad to the publication.
Again, I don’t suggest or recommend this, but I’m not saying it’s a bad idea, either, just that I don’t know. However, if you pursue it, make it stand out in some way to create a higher response rate.
Also, to keep track of which ad is getting the best responses, consider putting a different code or extension on each ad, and then asking the callers what that code or extension is, that way any changes can be tracked to figure out which ad is working the best, so you can eliminate ads that don’t work very well.
Good luck in this pursuit.