“I’m somebody now! Millions of people look at this book every day! This is the kind of spontaneous publicity, your name in print that makes people! I’m impressed! Things are going to start happening to me now.” – The Jerk 1979
That was the famous quote from Nathan R. Johnson (played by Steve Martin in The Jerk) 39 years ago. Ironically many attorneys were doing the same thing back then which was only two years removed from the passage of Bates vs. Arizona that allowed for attorney advertising for the first time.
THAT WAS THEN – THIS IS NOW (39 Year Later)
This past week we (Phoenix Arizona Residents that is) received our new phone books at our doorsteps…which for most people will quickly become doorstops or end up in the local landfill. The new yellow pages within the book now contains 25 pages of attorney ads and lists. Gone are the expensive back-page attorney ads and many of the full-page and double truck ads we were used to seeing in the past. In fact, compared to phone books of 5-10 years ago, the total number of attorney pages had shrunk dramatically…in some cases more than 300% or more! No surprise here. What is surprising is since only 11% of the US population still does use the internet, exactly why would attorneys still run ads in something that fully 89% of the population will almost never use? Compare this to running ads on Facebook & Instagram that combined are actively used by fully 75% of our population and you have to wonder just how far behind are these advertisers? But this helps illustrate a problem that is not new…
ATTORNEYS COMMONLY LAG IN MARKETING INNOVATION
Below is a chart I use to help explain the evolution of marketing in the US since the early days of TV and radio. What you will notice is how the market tends to lag in the type of content created relative to the new marketing mediums as they evolve. For example, on the cover of the phone book I received is written “The original search engine” – and they are right! Contrary to popular belief, search actually started with print – not the web. Print-based search was largely centered around the one thing nearly all of us had in our homes for decades – the phone book. Why? Because most households had home-based phone systems which was a perfect place to deliver a phone book to. The phone book was limited in size, expensive to run ads in, but it was effective – especially for attorneys prior to the web. Once homes rapidly gained access to the web and our phones become mobile, search move to digital and print become digital which was unlimited in size, relatively inexpensive, and was once again effective – especially to early adopters. This new world of digital search has now rapidly changing as well and once again attorneys are slow to respond for one simple reason…
MOST ATTORNEYS DO NOT YET KNOW HOW TO ADVERTISE ON MOBILE
Here is something that will help you understand marketing today: Smart phones are now the phone book and social is now the internet. When you put these two together, you can get a much clearer picture of where marketing is today and why you need to quickly evolve if you are going to have new clients discover you and your services, experience you through phone calls and initial consultations, and retain you for legal work. Mobile has even changed digital search were fully 50% of search by 2020 will be voice-based. The bottom line is that marketing is no longer linear and thanks to mobile, it is now omnipresent. The way we now buy products and services has changed and you now need to match your marketing to this new consumer behavior. That means evolving from phone books (print search) and the search engines (digital search) so consumers can now fully discover, experience, and retain your services like they do with nearly every other product and service they consume today. This means you now need:
- A MOBILE FIRST MARKETING STRATEGY (INCLUDING ON YOUR WEBSITE)
- A WAY FOR CONSUMERS TO NOW DISCOVER YOUR SERVICES BEYOND THE PRINT AND DIGITAL SEARCH ENGINES
- TO PRODUCE ENGAGING CONTENT THAT CONSUMERS WILL WANT TO CONSUME ON MOBILE
- CHANGE HOW YOU MANAGE AND MEASURE YOUR MARKETING MIX BEFORE IT IS TOO LATE
So if you are trying to gain “spontaneous publicity” and find ways to know that “things are going to start happening to me now,” than start thinking ahead…before somebody tries to sell you the next Opti-Grab.
NEED HELP? DOES THIS ALL SEEM OVERWHELMING TO YOU? IF SO, CONTACT ME TODAY TO LEARN MORE ABOUT HOW YOU CAN GET YOUR PRACTICE GROWING TO NEW LEVELS…