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A.I.D.A.
AIDA is the acronym used to describe buyers' cognitive sequence. This is the sequence people follow when accepting a new proposition before they buy.
First attributed to American advertising and sales pioneer, E. St. Elmo Lewis who in 1898 created his AIDA funnel model as a result of studies of successful salespeople. Used to explain the mechanisms of personal selling, today the acronym is widely used in marketing and by copywriters. It is equally applicable to sales and business development conversations.
Attention
The first step: attract the attention of the other person. A strong opening phrase or statement is ideal.
Interest
Once your prospect is paying attention, prove that you have something interesting to say. What’s the most interesting case you’ve handled? What’s new that is likely to affect the person you are talking to?
Desire
So you’ve proven that you and your firm are interesting, now you have to offer them something they will desire ... but don’t give the whole game away.
Action
This can be as simple as suggesting a follow-up meeting or emailing an invitation to a seminar or to meet your colleagues.
This is just one technique which can help develop business and attract new clients. It should be applied across all your marketing and business development activities to help new clients make the journey from their initial interest or awareness of your practice, through to taking the action to retain you as their legal advisor.
New social media marketing techniques offer additional opportunities for firms to promote their practice without compromising their professional status.