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Response to Practice Building/Marketing Q #1 — Direct Mail
13 June 2006A mediation marketing tips reader submitted the following question:
Is it possible to market a new practice solely by
direct mail? If so to whom should I send my marketing pieces?
Friends,
I would not recommend marketing a new mediation practice solely by direct mail.
Why?
A couple of reasons:
1) Mediation is a very personal service. Lawyers and clients are going to hire you when they know you, like you and trust that you have the ability to help them settle cases. Parties will hire you for the same reasons when they trust that you have the ability to help them solve their problems and get what they want. In and of itself direct mail does not provide enough personal contact to build the essential trust and credibility with your potential clients.
2) Not one of the world class mediators I interviewed in connection with the Mediation Biz & Marketing Success System indicated that they built their practice using direct mail (need any more reason than that?)
That being said, I would not rule out direct mailing as a marketing strategy altogether.
I have seen this strategy work for service professionals when targeted and done well. It is worth noting that the second part of the question intelligently understands that marketing should be targeted to your choice clients and niche. For example, if your niche is divorce mediation then you would target your marketing to family lawyers, psychologists and other potential places that divorcing people may congregate.
For example, if you have recently written an article that provides valuable information to your chosen clients, an effective direct mailing would be to send a letter enclosing a copy (make sure you have reprint rights if it was published) of your recent article, providing the readers with a special offer for contacting you immediately. The key is to understand what your objective is in sending out the direct mail piece. If you are looking for new clients, make them an irresistible offer for contacting you within a specified period of time. Give them a reason to act upon your mailing.
Another potential use of direct mail would be to send out a value laden newsletter. This may not get you new clients but it could be an effective strategy (in conjunction with other strategies) to be top of mind and to keep in touch with past clients.
Direct mailing is a passive marketing activity and should not be your sole marketing vehicle. Done properly, it could be one of the strategic marketing activities you employ to build your practice.
Committed to your success.
Your partner in peace,
Kristina Haymes
p.s. Would you like to get answers to your most pressing business development and marketing questions or challenges? Submit your question at www.mediationmarketingtips.com and bookmark this blog, your question could be the next post!
March 27th, 2007 at 6:31 pm
[…] In any event, I thought the mail pieces were clever. BUT, I have posted on direct mail in the past… click here. […]