Advertising works. Even silly campaigns like the one Dodge is running featuring fictional newscaster Ron Burgundy, played by actor Will Farrell, as spokesman. Sales of the Dodge Durango were up 36% in November versus last year, thanks to these ads and the tie-in with the upcoming sequel to the 2004 hit movie, Anchorman.
Why do these ads work? There’s nothing new being said about the Durango. And the Ron Burgundy character isn’t a car expert, fictional or otherwise. It works because people recognize the character, talk about the ads, and think about the Durango when they are in the market for a new vehicle.
Most lawyers don’t use celebrity endorsements in their advertising, but they could. It’s not as expensive as you might think to hire a former sports figure or B-list actor. In fact, there are agents who specialize in booking their clients for just this purpose. I recall seeing former Los Angeles Dodger’s stars Steve Garvey and Ron Cey doing local TV ads long after they were retired from playing.
Also, you don’t need someone whom “everyone” would recognize. You can hire someone who is well known in your niche market. The former head of a trade association, for example.
But let’s say you don’t want to hire anyone. Hell, let’s say you don’t want to do any paid advertising, (or aren’t allowed to). What then? You can still leverage the celebrity of famous people.
My friend, attorney Mitch Jackson, regularly interviews famous people for his video podcast. These videos bring traffic to his website and bolster his reputation as someone who is successful enough to have famous people willing to “take his call”. In essence, their appearance on his “show” provides an implied endorsement for his practice.
How did he get some of these folks to agree to an interview? I’m sure he’ll tell you he just asked them. Celebrities, speakers, authors, professionals, and entrepreneurs need exposure. I love being interviewed. It free advertising, easy to do, and lots of fun.
If you don’t have a podcast, video or otherwise, you could interview well known people for your blog or newsletter. Who do you know who is famous, if not to the world, within your target market? Do you have a famous client or friend? If not, do you know someone who does?
If nobody comes to mind, ask yourself, “Who would I like to know? Who might my market like to hear me interview? What semi-famous person has a list of followers or fans who would be good candidates for my services?’
Another thing you can do is piggyback on a charitable cause. Invite celebrities to come to an event you are involved with, lend their name to it, or promote it to their social media channels. Celebrities love to be seen associated with causes they believe in.
You don’t need a direct endorsement for your services to benefit from a celebrity’s name recognition. Even mentioning that you met a well known person at an event you attended has value. Hey, you don’t even need to talk to them. Just take selfies with famous people and post them online.
Do you have a marketing plan for next year? Start with this.
The economy sucks. What are you doing about it?
Okay, I’m not going to go all save-the-world on you but yes, if you can do something to make things better, you should. Get involved in local politics, volunteer at a charity, help someone in need.
The best thing you can do is to grow your practice. A bigger income would mean you could do more to help others. And you know what they say about the best way to help the poor: don’t become one of them.
I saw this photo on Facebook yesterday and it touched me. In case you can’t see it, it’s the window of a dry cleaner’s with a sign that says, “If you are unemployed and need an outfit clean for an interview, we will clean it for FREE”.
Nice.
Do you think the owner will get some business from this, beyond what he does for free? Publicity? Positive word of mouth? Do you think anyone who takes him up on his offer will continue to patronize his store in the future? Do you think he will tell everyone he knows about the business owner who helped him when he really needed a break?
No question about it. Doing good is good for business.
Could you do something similar for your clients and prospects? For your community?
A discount, a free service, even some non-legal advice. Offer a free financial literacy seminar to help people get a handle on their debts. Get someone a job interview at one of your client’s companies. Offer struggling entrepreneurs two hours of free advice.
Lots of people need help right now. Unemployed, struggling military families, people losing their homes.
What can you do?
Don’t do it solely because it might bring you some business. Do it because it makes you feel good to help a fellow human being.
If we all do that, even a little, everyone will be better off. Including us.