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17 Essential Points To consider Before You Hire A Law Marketing Advisor

By Des Smith


As we quick approach the new year, numerous firms are preparing to launch their marketing efforts. If you're considering hiring a marketing specialist, make sure you think about these 17 key points.

Objective Guidance. Consultants who are paid fees are much more most likely to give you unbiased guidance than consultants who earn commissions based on the quantity of money you spend. If the consultant earnings from ad agency commissions, he has an inherent conflict of interest simply because the more you spend, the much more he makes.

Expertise. Advertising is so specialised and complex that I recommend you employ somebody who has supplied marketing services for a minimum of fifteen years. But, do not assume that because the individual continues to be in company 15 years, he has the knowledge, ability, judgment and expertise you need. Make certain you completely interview all consultants you're considering.

Workload. Does the law advertising professional do the work for you personally? Or does the advertising individual serve as a coach and simply let you know what you should be performing?

Service. Do you really feel that the consultant wants to provide you with the help you have to make your program succeed? Or do you get the impression that he is searching for larger fish to fry and that you're just a little fish in the ocean?

Entry. Is the consultant hidden behind a wall of secretaries, account executives and administrative assistants? Or is he easily available for you by telephone, fax, and e-mail?

Stability. Has the advisor been providing marketing solutions for a few many years? Or is he new to advertising -- or new to lawyer marketing -- and just waiting for the opportunity to move on to another thing?

Advertising Focus. Will be the consultant a full-time marketing professional? Or does he offer advice in other disciplines, such as management, human resources, coaching or finance?

Authority. Does the consultant have sufficient experience that he's a recognized authority in his field? Or is he nonetheless a relative unknown?

Size and Efficiency. Does the consultant possess a big employees and/or a penthouse office that his customers pay for? Or when you write a verify, are you currently having to pay for his high level of data, ability, judgment and expertise?

Markups. Does this consultant mark up outside solutions he hires on your behalf, such as graphic artists, printers, photographers, website technicians, and so forth? Or does this consultant provide these solutions to you at cost?

Travel. Does the consultant travel about the country from 1 client to subsequent, operating up airline bills? Or does the consultant maintain costs down by working effectively with you by telephone, fax and e-mail?

Coverage. Does the consultant have a competent marketing specialist who covers for him when he travels? Or are you currently relegated to an account executive or administrative assistant who takes messages and tries to relay them towards the consultant while he is on the road.

Attention. Does the consultant have so many clients he can't provide you with the personal care and attention you should have? Or does he limit his services to some couple of choose customers who receive the very best he has to provide?

Function. Does the consultant himself carry out the function in your behalf? Or does the consultant delegate your function to some junior associate?

Advertising Specialization. Will be the consultant a marketing professional who works only with 1 type of advertising? Or does he attempt to become a "jack of all trades" so he can offer whatever advertising solutions you want to purchase?

Writing Skills. In marketing, nothing is much more essential than for the consultant to have superior writing skills. And don't expect the consultant's writing to follow the rules of what you and I learned in school simply because advertising writing is various from academic writing. To sample your consultant's writing style, read published articles and marketing supplies that your consultant wrote. You'll know right away whether they come across as warm and friendly -- or if the writing seems cold and impersonal. The way the consultant writes for himself will be comparable towards the way he writes for you personally. So make certain the consultant you choose features a writing style you admire.

Testimonies. Does the advertising consultant have feedback from other lawyers you can review? The advisor you're thinking about should provide you with at least thirty or forty testimonies from other lawyers. If he provides only a few, you may be studying comments from his in-laws.




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