If you run the same schedule with the same ad without adjusting each month, your agency could be stealing money from you with no accountability. They either don’t understand science or they don’t understand advertising. This lack of understanding is deadly for your law firm advertising.
HERE IS HOW WE IMPROVE LAW FIRM MARKETING
Everyday, in everything we do, we create a process. In advertising its called split run testing (or AB test). All human behavior could be measured if the tools were available to measure the results. The scientific method gives us the key to interpreting the results of experiments. Here are the steps in the scientific method, Hypothesis or theory, experiment and then evaluate the results. And the way we do it, repeat, or do it again with minor adjustments to your ad schedule or creative.
Using our system, we can find
The best commercial
The best TV station
The best Yellow page ad
The best Internet ad
The best blog
The best TV Program
The best time of day
The best day of week
If you knew these things. How Much Money Could you Make?
KNOWLEDGE IS THE ABILITY TO PREDICT FUTURE RESULTS
From this we can then refine our advertising to the point where we begin to learn and create previously unknown knowledge about media buys and the creative. In other words, the goal is to predict advertising results before we ever buy a new ad. This is an extraordinary claim.
A claim that we can back up. Just call one of our customers.
In order to learn from each experiment (media buy or new spot Split test), a system must be created to capture the results. We use a statistical method to measure the results. For example, on the internet, we attempt to measure the best ad, the best keyword, best day, or time of day to allow our ads to run. The same approach is used for law firm TV Marketing. We use different stages of results to refine every aspect of the media buy and creative we use to lure more prospects for law firms.
LEARNING IS DEPENDENT ON PREDICTION
Measurement of the results is key, but without an expectation of what we think will happen, no learning and adjustments can take place. This is key to understanding our method. The only way to learn anything is to make a prediction first, then experiment and measure the results.
We experiment in this order to find if the data matches with the advertising prediction. Experimenting this way allows for learning and adjustments to take place. Because if the prediction is true our theory is correct. Or if the prediction is not true, we still learn by adjusting the theory. In fact we learn more from untrue predictions than from true predictions.
The true predictions about advertising results may miss a small aspect of the theory that is not true.
The scientific method is a relentless pursuit of un-proving our theory (prediction about the results of the advertising). If a prediction is not made before we run a new schedule or new ad, no real knowledge can be generated. Otherwise most advertising firms are just collecting data, with no prediction, therefore no learning which equals no new knowledge.
You are spending good money in pursuit of bad results. Call one of our customers, They know.
We predict, we measure, we adjust. And do it again, by refining the message and results. This is how we learn and improve the results of your advertising.
