I am a solo Trusts, Estates, and Real Estate attorney in Bangor, Maine, a relatively small city of 30,000. I was introduced to Coffee News advertising through a local member of Business Network International (BNI). Aside from complimentary sponsorship ads in local charity publications, I did no media advertising.
Trying one year of Coffee News advertising really marketed my legal sources in ways I could not have imagined. My original purpose was to get my name (and face) out to people from surrounding areas that come to Bangor to eat out and shop, and get them to call for a free consultation.
This was fine and I got several “comments” from friends and family but no client market response that I could measure. Was I disappointed? Yes and No.
No, because I found a whole other market that didn’t know what I liked to do as a lawyer. Yes, other lawyers, bankers, financial advisors, wealth managers, even my poker buddies, commented that they just thought I was another lawyer – until they read my ad. Not once but several times!! (The power of repetition!!).
As a result I started getting referrals through them – family, friends, business associates – it has been amazing. The people who seem to “respond” to my Coffee News ad the most are my friends and existing clients. My ongoing ad rotated in different editions has helped people know, like, and trust me as an attorney who can help solve their problems.
When I travel to surrounding areas and eat lunch or dinner, people will “recognize” me – “Where have I seen you before? – Ah Coffee News!!”. It’s always a delight and can result in a referral of someone in need.
Compared to other forms of advertising, I think Coffee News adverting comes close to “word of mouth” by stimulating people to talk to me as well as about me. In this world, it’s rare to “enjoy your advertising” – not to mention it is the best “bang for the buck.” I strongly encourage other lawyers to try it – but not of course in my market because I’ve locked out my competition! How great is that?
M. Ray Bradford, Jr., Esq. Bangor, Maine
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