There is a divide in the advertising/marketing community between two methods: Brand Marketing & Direct Marketing. The former is the Volkswagen commercial during the Super Bowl, the Pepsi logo on the wall of a hockey rink, and the things you’d see on an episode of Mad Men. When people see a car commercial during the Super Bowl, very few stop what they are doing to call a dealership. They are, however, seeing that Read More

Word-of-mouth marketing is a timeless and powerful tool for influencing decisions and driving sales. In the past, this involved one person telling another or pointing them toward a product or service during face-to-face conversations. Today, the mentality behind word-of-mouth and the referral network remains the same, but platforms and reach have transformed dramatically. An online review or social media post Read More

In our final discussion on the stages of awareness, we will veer slightly off course. We will briefly discuss what the most aware stage looks like, as described by Eugene Schwartz, but we will look at what this means regarding how Spotlight Branding approaches content. Clients in this stage are the closest they will be to choosing your firm, but they need one last push.  What Breakthrough Advertising Says Read More

We’re reaching the point in your prospective client’s journey where they recognize the product and understand what it offers but are still hesitant to book a consultation. (Although Breakthrough Advertising refers to this as the product-aware stage, this can be considered service-aware, too. As attorneys in the service-based industry, looking at this stage through the lens of selling physical products won’t allow you Read More

Once a person or potential client realizes they have a problem, they naturally seek solutions. As we have discussed previously, these are the types of people who will move to search engines and social media to find content that helps them understand what their problem is. After they have engaged with your educational and informative content, they are solution-aware.  Solution-aware prospects are in a position Read More

As a law firm—or any other business for that matter—you’re swarmed by a hoard of different marketing tactics. While there is room for what is new or trendy, the best strategies have stood the test of time. To continue our conversation about the stages of awareness, which were identified in the 1966 copywriting staple, Breakthrough Advertising, we will focus on problem awareness. It’s a simple concept that bears Read More