How much money should you spend on marketing?

friday, 22 may of 2009

How much money should you spend on marketing?

by Trey Ryder

You've heard the saying, "You get what you pay for."  A more accurate statement is, "At best, you get what you pay for."  But in marketing, sadly, many lawyers get much less.

When advertising sales reps try to explain away poor results, they often recommend that you throw more money at the problem.  But, in most cases, that's not the answer.  If you don't get at least some response from the first ads you run -- or the first commercials you air -- you need to make a change.  Perhaps a new strategy.  A more targeted effort.  Or a more complete message.

In today's competitive environment, effective marketing is tough.  It's as exhausting as a murder trial.  As complex as brain surgery.  And as unforgiving as a Las Vegas casino.  Still, you can't ignore marketing because it's the key to your law firm's survival.

One reason my marketing method works is because I don't cut corners.  You wouldn't ask your trial lawyer to present only part of your case.  You wouldn't ask your neurosurgeon to remove only part of your brain tumor.  Yet, prospects often ask me if we can take a few shortcuts and still get good results.  Unfortunately, the answer is no.  

When a lawyer engages my services, I do everything I believe will bring my client success with dignity.  But I can't take shortcuts -- because when you take shortcuts in the beginning, you win fewer clients in the end.

More than anything, what determines your marketing success is not the amount of money you spend, but the strategy you select.

If you try your hand at marketing and get no results, your return on investment is zero.  When you implement a proven program that works, you earn a profit as soon as you recoup your initial investment.  A marketing program that earns a profit is infinitely more valuable than one that earns nothing.

You pay a high price when your marketing doesn't work.  First, you have out-of-pocket costs for ads, brochures, newsletters, printing and postage -- to name a few.  Second, you have the income you lose when new clients who should have come to you hire your competitors.

How much income do you think you lost this month to competitors?  Frightening, isn't it?

No question, the amount you pay for your marketing program is an important consideration.  But don't allow yourself to focus only on price.  Instead, focus on the income you'll earn from new clients and referrals.  If your current marketing program doesn't bring you the results you want, it isn't of much value.  But if your new marketing program generates fees of $20,000 -- $50,000 -- $100,000 -- or more -- it could be the best investment of your professional career

Back to the original question:  How much money should you spend on marketing?

Answer:  Invest enough money to do the job right -- because cheaper methods nickel and dime you to death.  Plus, they almost never produce the results you want.

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© Trey Ryder

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