PLEA BARGAIN: IMMUNITY FROM PUNISHMENT?July 13, 2020
Business Lessons from a First Date to Apply in Your Legal PracticeJuly 16, 2020
In part 1 of this series, we went through the approach to get your ideal prospect of getting interested in the services you offer.
The two steps we discussed were –
Step 1: Leads Generation
Here, I outlined exactly how to come up with exactly what your prospect is looking for, and that is providing answers to their problems.
Step 2: Rapidly turn visitors into prospects using this page template
Secondly, I outlined how to get your prospects who read the answers you provide, to get in contact with you.
If you haven’t read part one of the post, I suggest you do it before you continue with this part.
With that, let’s move on to the next steps.
In this part, I am going to outline how and where to find the right prospects, then position yourself to get them reading your articles.
Step 3: Find your perfect prospects
Now that you have a way to attract your prospect with a highly effective ‘problem first’ approach, (see Part 1), you need to find people with that problem or problems you outlined in step 1.
All you have to do is put your new landing page in front of the right people with the right problem.
There are places people go to search for answers to pressing problems they face.
The first is Google.
If you want them to find you when they search for a solution to their problems that you can solve, your article should come up on the first page of Google. To get on the first page of Google is possible but not easy. It will take time and some money to get there or you need to implement good Search Optimization techniques (this will take more time)
There are other platforms your prospects look for answers apart from searching on Google.
- Facebook groups
- WhatsApp groups
I am sure you may have come across some specific Facebook groups or forums where your prospects are part off. So for example, if you are an expert on company law, there are lots of business groups and forums where SMBs are.
You can join these groups and start contributing to these groups. Never go in there directly pushing your services. Remember our “Problem First” approach.
Go in there and help with providing answers to their questions. Lead with contributing value.
So, say there is a recurring question on registering a company or business in the group. You can come up with a “10 things you need to know to register your business with CAC” post or article and put it up there. If the group or forum permits it, you can include a link to your landing page we talked about in step 2.
Once again, make sure whatever you are doing in such groups and forums is not outrightly promoting yourself but a very subtle promotion by solving their problems. This way you stand a better chance of getting your prospects reaching out to you for further help and eventually doing business with you.
An important thing to note is that this strategy works well but that does not mean that most people will immediately become leads for you.
Some things just take time and most probably, they don’t really need your services at that time.
Note that there are 2 major approaches to getting your prospects to read your article.
- Paid advertising (without breaking the Legal code of conduct)
- Organic reach
What I outlined above is using the second model, where we are not using money but directly going to likely places your target audience gathers.
The paid model gets the job much faster and we will be covering in another article entirely.
Let’s move on to step 4
Step 4: 80-90% will say “No”: Here’s how to get them back
What I am about to show you in this step is VERY POWERFUL.
Only 0.1% or hardly any of the lawyers actually implement the stuff I’ve been talking about.
This is one more thing you can do to surpass them.
This simple yet powerful tip can bring you huge success. Let’s look at it.
When anybody visits your landing page (step 2) and finds the answers they are looking for but don’t take you up on your “Call To Action” (CTA), in other words, they don’t contact you, you can still get them later.
Just because a person doesn’t respond to the “CTA” in your article doesn’t mean they won’t need your services later.
It means maybe they are not ready for it now or they got distracted or something else. By the time they feel like contacting you again, they would have forgotten how to get you.
So here’s what you do to make sure this never happens.
When they visit your landing page you can ‘tag’ their browser.
This allows you to place ads (without breaking the no advertising rule) in front of them later on.
Have you ever been followed by ads after you have visited certain websites?
I’m sure you have.
Here you will adopt the same strategy but you won’t be sending annoying ads. You’re going to follow them around with information that helps to alleviate the problem they are facing.
You’re going to do this by posting an article (other articles that answer their problem) in their Facebook newsfeed etc.
Here’s a quick example.
You post up “5 things you need to know about registering your business” on a Facebook group.
You get some visits to your website.
The next thing they see is this: “5 things you lose when your business is not registered” in their Facebook newsfeed. That’s another article related to the one that first attracted them.
Here’s an actual example of one popping in my newsfeed:
Imagine you just started a business and that popped up on your favorite website.
Will you click on it?
This brings people back to your website… not in the form of a sales pitch, but as a problem-solving article.
Now imagine you hit your prospect with a new article every single week.
When they finally are ready to use the services of a lawyer, who do you think they are going to call?
This strategy is powerful, it literally gives you more opportunities than you would have had before. It increases the odds of you getting hired by them many times over.
Powerful stuff, right? I know!
Just imagine being the lawyer that has a consistent flow of leads, potential paying customers who love and respect you.
It’ll be pretty great, right?
Well, simply copy this approach.
Try it out in the right order right from Part 1 of this series.
If you have any questions, post them in the comments and I will be happy to answer.