Anyone who has attended an Integrity Marketing Solutions Conference over the past 17 years knows this – Jennifer and I really like Harry Beckwith.
We especially are fond of his magnus opus titled Selling the Invisible. If you do not own this marketing manual full of pithy pearls, then we recommend you buy it, read it and then read it again … and again. [Disclosure: I also have the audio book version and listen to it frequently when I hit the open road. Gretchen and the girls can quote much of Beckwith, chapter and verse.]
Here is the Beckwith nugget for you today – The Anchoring Principle.
According to Beckwith:
“[P]eople do not merely form impressions. They get anchored to them. Even more important, people with little time – almost all people today – are more apt to make first impressions as snap judgments, and then base all their later decisions on them. The smart marketer must be aware of this strong tendancy. First impressions have never been more critical – they take hold very quickly, and they become the anchors to which you and your success are tied.”
If you are an ESSENTIAL Solution® Attorney, then already you are putting your best foot forward with a proven marketing systems that integrates and leverages every single component of the system to bring clients to your door. But what about related marketing that is not directly part of The ESSENTIAL Solution®? Are you truly polishing all of your first impression anchors in the marketplace?
Some often overlooked anchors are your business card, your letterhead, how you phone is answered, the professionalism of your outgoing office message and, in short, everything prospective clients and referral sources perceive about you and your law practice through their five senses.
One free first impression anchor available to you is a free listing on Avvo.com. Have you claimed your free listing on Avvo.com? Even if you have claimed your listing, have you maximized the content on your Avvo.com page? Feel free to check my Avvo.com profile, as I regularly attract new prospective clients through my listing.
Teaching Point: Polish every aspect of your practice that prospective clients and referral sources can perceive by their five senses. Otherwise, you will risk having them anchor to the wrong impression of you and your practice. It is trite, but true – you only get one chance to make a first impression.