You want to market your bankruptcy practice. You need to market to stay alive, solvent, profitable, to pay your bills and sustain (or capture) market share.
You can do it the old way, by advertising in a million different places to “get your name out there.” But if you are selling a product or service that your prospects instinctively resist (such as filing for bankruptcy) then chances are good that you aren’t making the inroads you need.
Think about it – if someone believes that bankruptcy is the worst thing in the world, chances are pretty good that even a full-page ad in the New York Times telling them to file for bankruptcy just won’t cut it. To them, it’s like selling the plague.
How do you counter that? By educating your prospects on the truth – why bankruptcy is good for some people, how it works, what they need to know, and all that good stuff. Debunk the myths, press the truth and make a positive impact.
Challenge the thinking, as I’ve said before.
The term for this is “content marketing,” defined by Wikipedia as:
an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.
Do you think it would make a difference to your prospects if you took the time to teach them about bankruptcy, and how it could help them? What the short-term and long-term impact on their life will be? What will happen if they don’t file for bankruptcy, and what creditors can and cannot do?
Sure it would. It would break down their opposition, give them ammunition against the naysayers in their life, and arm them with the information they need to make a rational decision.
How do you engage in content marketing? There are a number of options, such as:
- content-rich websites
- blogging
- writing articles for newspapers and magazines
- creating white papers and information sheets to give to prospects
- speaking to community groups about what you do, and how you do it
- using social networking to provide information
- podcasts
- webinars and teleseminars
Stop being tight-fisted with your information, and give it away. Open the doors and demystify the process. Give people a reason to trust you, and to realize that you know everything there is to know about this field.
Your efforts will be greatly rewarded.
