Marketing to Hispanics



Harlan,

For those of us fortunate enough to have marketed legal services when it first became permissible, we understand the yearning for the "good old days". Those days were filled with opportunities like a growing market and little competition. Though those days are gone, there are segments within our market that are still growing and have little competition. It's a no-brainer, the Hispanic market. You have featured statistics about how it that market is growing at 4 times that of the general market. Yet, most marketing lawyers are still oblivious to the spectacular opportunities within that market and will likely miss their window of opportunity to dominate.

How does one promote their practice to Hispanics? Firstly, unless you ask for the business you won't get it. Asking means advertising and letting them know that you want to serve them. You need to let them know that you speak their language, that they have rights that you will fight for. Most importantly, they need to know how to reach you. That is where an easy to remember Spanish vanity number, 1-800-DERECHOS comes in.

Business in America has learned the importance of branding. Companies such as 1-800-CONTACTS, 1-800-FLOWERS, 1-800-MATTRESS, 1-800-DENTIST, and 1-800-PETMEDS, all have become the leaders in their industries, and have flourished because they have branded themselves with an easy to remember telephone number that screams what they do. Now, a law firm can scream this message in a way that it will NEVER be forgotten.

Though I have worked with some of your clients in the Spanish vanity number arena, I am still shocked at how slowly law firms are moving toward marketing to Hispanics and utilizing a vanity number.

1-800-DERECHOS is not a new concept. It is a new application of a concept that has proven effective for marketing many industries directly to the consumer. When an Hispanic tells glory stories about his 1-800-DERECHOS lawyer he never has to pull out a business card to relate the phone number. There is never confusion about how to reach their lawyer. They simply dial 1-800-DERECHOS.

My firm owns 1-800-DERECHOS and is happy to work with you or any of your clients in helping them brand their practice utilizing 1-800-DERECHOS. I will provide the number without charge to any of your clients for 3 months. I will guarantee improved results or they can cancel and owe nothing. If they decide that the program is one that they want to stick with, I will lease them the number indefinately for a monthly fee.

For more information please see our you tube video at http://www.youtube.com/watch?v=6uoIZ7J6Rv0 or speak with Harlan Schillinger at Network Affilliates.