Today’s business world is ultra-competitive. Whether you are in a new industry like tech or an old industry like law, if you aren’t working hard to get clients, your phone simply won’t ring. And, in some cases, even hard work won’t get the phone to ring.
When the phone stops ringing desperation can quickly set in. This can include, for some industries, Adwords, paying for placement in directories, and other things. This is why marketers keep calling you every day. They keep calling until they find someone desperate enough to buy what they are selling.
One of the calls a DUI attorney may get is to start a direct mail marketing campaign. This type of campaign is undertaken by checking the arrest registry of the city one lives in every morning and then sending out a marketing letter to those arrested to try to get their business. It’s similar to buying a list of potential customers for any other type of business, only this list is comprised of people charged with crimes.
At first blush it sounds like it might actually be a pretty good deal. I mean, one of the hardest things about marketing a DUI defense practice is getting in front of people that actually need that type of help. The truth of the matter is no on thinks they need a DUI lawyer until they actually need one. That’s when the search usually begins. Direct mail puts you right in front of people that you know need your service – they’ve in fact just been arrested.
But a closer look reveals some potential problems that might arise. First of all, when you direct mail, that’s typically going to be your first contact with a potential client (as opposed to them finding you or being referred to you by someone else). For many, that feels a bit too close to the “ambulance chaser” label that many personal injury attorneys get – something just doesn’t feel right about it.
Second, when you direct mail, you’ll often find yourself in a race to the bottom. What I mean is, through direct mail it’s extremely hard to differentiate yourself from other DUI attorneys doing the same thing. You can only say so much in a one page letter. This causes the differentiation point for these lawyers to be price.
For example, I know a guy who’s a Salt Lake City DUI attorney. He considered a direct mail marketing campaign at one point but decided against it when he learned that most of the attorneys doing that type of marketing were offering their services at a fraction of what he thought his services were worth. He decided not to do it because he thought his service was better than that.
Direct mail may be the answer for you. Different strokes for different folks, you know. But think long and hard before you do it. There are definitely some drawbacks to getting yourself in front of your targeted audience in this instance.
What do you all think? Would you like a direct mail marketing piece if you were in this position?