Multi-pronged approach reinforces marketing message, generates steady flow of new clients

by Trey Ryder

The main reason education-based marketing is so powerful is because prospects want information and advice, not a sales pitch.

After you develop and start marketing with an educational message, you make your message even more powerful and productive when you deliver it in several different ways.

One-prong approach: Let's say one of your prospects heard you interviewed on a radio talk show. On that show you offered your educational materials, as you do at every marketing opportunity. If your prospect has a pressing need in your area of the law, he would likely call your office and ask for your written materials.

Two-prong approach: Now let's say, in addition to hearing your interview on the radio, your prospect also saw an advertisement in the newspaper inviting interested parties to your seminar. Even though he might not have responded to your radio interview, he might now decide that he wants to attend your program.

Three-prong approach: Now, in addition to hearing your radio interview and seeing your seminar ad, your prospect's neighbor shows him one of your newsletters. Even if he hasn't responded to either of the first two opportunities, your newsletter may motivate him to action.

On top of this, someone may show him your firm brochure. Or he might visit your Web site. And so on.

The idea is to create the perception that your marketing message is everywhere -- to help prospects conclude that wherever they turn, they'll see your message again. And we hope your prospects infer that the reason they see your message over and over is because you are the respected authority in that field of law.

This is strongly reinforced if the messages they see, hear or read come through articles in the print media and interviews on the broadcast media. Nearly everyone assumes that articles and interviews are the result of reporters pursuing subjects that are important to the audience. Few people realize that much of what we see in the media -- other than breaking news stories -- is actually the result of a publicity person's efforts.

Your bottom line: The more different ways you deliver your marketing message, the greater the likelihood that your prospects will call you and become clients.

So while you might be inclined to test one method at a time, realize that a one-time exposure, while it might compel ready-prospects to respond, might not motivate prospects who are interested but not yet ready.

When you launch your marketing program, make sure you launch at least a few different methods at about the same time so they reinforce one another. You don't have to use every method all at once, but if you select the three or four methods your prospects will likely see, you could get a much greater response than if you start with only one method.

Consider these different ways to deliver your marketing message: Advertising, publicity, seminars, newsletters, follow-up letters, Web site, social media, written fact kit, brochures -- plus referral sources, including colleagues, past clients and editors.

The more of these methods you use at the same time, the more new clients you'll attract.

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© Trey Ryder

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