As a lawyer, I have been advertising for over 20 years. I regularly am asked by other lawyers, “What works”?” When I first started, they asked me, “Does advertising work?” I don’t get asked that question anymore.
Usually, I don’t share my “secrets”. In this blog, I am going to tell you an advertising secret, because I know that you will keep it just between you and me. Thus, this contains an advertising secret and a secret for extending a man’s life.
Usually, when a new sales representative calls on the Firm, they “want to learn about our business, so they can help us with our advertising”. That’s really code for “I haven’t done research; I haven’t looked at your website, but we do have a good fire-sale this weekend.”
I’ve read enough sales books to know that there is a real line of demarcation, between being successful in sales and just being an order taker. In my business, an order taker hasn’t really taken the time to learn the difference between retail and professional. A lawyer has time. Fortunately, there are no items sitting on a shelf that are going to spoil . No “drink the milk” by this date.
As a result, some sales people come in with pre-conceived notions that we target some specific race or financial category. I guess they forget that everyone gets in accidents. Plus, I’m guessing that you might have read my previous blogs and come to the conclusion that I think that all insurance companies are equally unfair, when it comes to paying out money.
That leads me to the secret. It’s who I target in my advertising. Well……. I target women. Why? Because experience has led me to believe that men are notorious procrastinators. They may know that they need to go to the doctor or dentist; or call a lawyer; They just don’t get around to it. Then, their significant other will get tired of hearing them complain and finally set an appointment. Maybe the term “set in stone” came from cavemen who went to the doctor or caveman lawyer, when their wife put it on their calendar.
Now, here’s the connection to how I know that I’m right. Sure, 20 plus years of advertising has told me some things that work. In addition, there’s a new study discussed in an article, in Parade on Sunday. Parade says that married men live longer. Here’s the quote:
MARRIAGE GUARANTEES A LONGER LIFE.
“That’s not necessarily true. Scientific studies show it’s not married people who live longer but married men. The bulk of the evidence shows little, if any, advantage for married women. With men, the key risk appears to be divorce, which can disrupt vital ties to family members and friends for years to come. In the Terman study, steadily married men were likely to live to age 70 and beyond, but fewer than a third of the divorced men reached old age. Divorce not only harms men directly but also sets in motion other unhealthy behaviors. Steadily married women in the Terman study lived somewhat longer than women who divorced and then remarried. But women who divorced and never remarried did just fine—in fact, they usually lived long lives.”
The point of the blog is that lawyers would be well served to heed the advice of focusing their practice on women. They, are the “doers” , not the procrastinators. Men would be well served to be married. We now know that, apparently, we men don’t add much to the length of life, for women. I guess that means we better remember to keep them smiling, so we’ll keep them around! (Does it sound like my blog is geared to the ladies?:)