In marketing to attorneys and law practices, A.L.T. Legal Vendors Marketing Group will help you determine how your product or service should be promoted in the legal marketplace. Just three of the many issues we help legal vendors address are:

The Nature of the Selling Message

For products or services that are similar or the same as others within an industry, success often hinges on how wisely you allocate your funds, the types of vehicles you utilize, the price you charge, and the creativity by which your selling message is crafted. In almost all such cases, we strongly urge our clients to focus on the benefits versus on the features of their offerings.

If a product is truly unique, the challenge can be daunting in a different way. It may be great that your benefits far exceed what is currently out there, but now the marketing task involves one of educating the target market. For example, a new and better accounting application may be relatively easy to sell because people have a frame of reference. However, a new piece of software that requires a different set of input and uses different types of metrics may necessitate a marketing program that emphasizes minimizing the confusion.

Dealing with Competition

For products or services that are similar or the same as others within an industry, success often hinges on how wisely you allocate your funds, the types of vehicles you utilize, the price you charge, and the creativity by which your selling message is crafted. In almost all such cases, we strongly urge our clients to focus on the benefits versus on the features of their offerings.

If a product is truly unique, the challenge can be daunting in a different way. It may be great that your benefits far exceed what is currently out there, but now the marketing task involves one of educating the target market. For example, a new and better accounting application may be relatively easy to sell because people have a frame of reference. However, a new piece of software that requires a different set of input and uses different types of metrics may necessitate a marketing program that emphasizes minimizing the confusion.

Blitzing the Market vs. Maintaining Continuity

There are certain products and services where applying great deals of marketing resources towards a particular objective over a relatively short period of time makes good sense. This is especially true when the offering is deemed a necessity and/or where the purchase might be incentivized. For example, every law firm needs some kind of accounting package. Hence, providers of such can blitz the market with messages touting their particular application’s uniqueness, special discount offers to “purchase now", trial offers, etc., etc.

Then there are those products and services that are only considered when there is a need. For example, an expert in forensic accounting for healthcare cases may attempt to reach attorneys involved in this kind of litigation. But an attorney will only start to consider such services when he or she actually has a need for such a witness on a particular case -- just like most individuals do not have a “go to” orthopedic surgeon until something happens that requires them to find one. For such offerings, the idea should be to promote continuously so that when the time comes that a prospect is, in fact, in need of the product or service, your name is top-of-mind.

Reach the Unreachable

Contact us to discuss the best strategies for marketing your product/service to attorneys and law firms.