The most important thing to take away from this article is this…
A GUARANTEE CAN MEAN EXACTLY WHAT YOU WANT IT TO MEAN, OR SOMETHING ENTIRELY DIFFERENT AT THE SAME TIME.
How is that even possible? Allow us to explain…
If you check your inbox, you’re bound to find messages for offers that seem too good to be true. If you run a law firm, chances are pretty good that you’re getting messages tailored towards ranking better in Google (“Page one of Google!” to be exact).
Well, we’re here to tell you that these emails are 100% accurate. You CAN rank on page one of Google…quite easily, in fact. Unfortunately for unsuspecting lawyers, they aren’t going to rank for the terms they’re being led to believe they will.
A lot of these marketing companies offer guarantees as part of their sales pitch….
We GUARANTEE that you’re going to rank on page one of Google or you don’t pay a dime!
We will work FOR FREE until you’re ranking on Google page one!
We GUARANTEE page one Google rankings…
Now, if you’re talking about ranking for long-tail search terms, it is relatively easy to rank on page one. Basically, the more specific the search term, the less competition you’re going to have with that search term. Factor in a geographic or lawyer term, and you’ve cut out even more of the competition. Are you seeing where we’re going with this? It is VERY POSSIBLE to rank on page one of Google, but what’s the point if that search term delivers no ROI?
At the end of the day, it was all about the guarantee, and the marketing company followed through as promised. Here’s why that’s wrong…
YOU’RE NOT GETTING A RETURN ON YOUR INVESTMENT THE WAY YOU THOUGHT YOU WOULD!
YOU’RE NOT RANKING FOR THE SEARCH TERMS THAT YOUR POTENTIAL CLIENTS ARE ACTUALLY SEARCHING FOR!
Remember, a guarantee can mean anything you want it to mean, and it can also mean the exact opposite of that at the same time. Any marketing company that sends you email spam, or a brochure in the mail, or even cold calls you soliciting your business wants nothing more than to sucker you in with guarantees that are empty promises. At SLS Consulting, we view each attorney as a potential business partner, not a number.
The next time a salesman gives you a guarantee, be careful! Reputable companies don’t do that!