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The name of the game is often sticking out and being efficient!
⚡ IN THIS ISSUE
How a lawyer uses physical mail to stand out
Identify your warmest available audience
Create a follow-up advertisement with one next step
Stop wasting money on people who already converted
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🔬 TODAY'S FIELD TEST
Your Next Marketing Idea Might Need a Stamp
While other law firms compete for Google clicks, Ohio attorney Chuck Boyk keeps showing up in the mailbox.
He still buys digital ads. But he’s also mailed a monthly newsletter for about 20 years. According to his interview on AttorneySync’s Clienting Podcast, his client newsletter costs roughly $220,000 a year and had generated $1.8 million in business so far this year.
That’s his reported result on an obviously large budget. But the idea is worth borrowing.
His newsletter includes local businesses, community events, recipes, and stories about his team. It gives people something to read even when they don’t need a lawyer.
Most of your past customers don’t need you today. You want them to remember you when they do.
You don’t need his budget to try this:
Pick a small group of past customers.
Mail a useful seasonal tip, a local recommendation, and a short update.
Include an easy way to contact you.
Ask customers what prompted them to call.
A plumber, realtor, or accountant could use the same approach.
Before spending more to reach strangers, give the people who already know you a reason to remember you.
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The Local Business Visibility Blueprint shows how to build the entire visibility system: Google, your website, reviews, social media, directories, AI search, paid advertising, and a practical 30-day action plan.
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CHOOSE ONE WARM AUDIENCE
Depending on the data available in your account, Meta may let you create an audience from people who have:
visited your website
engaged with your Facebook or Instagram account
watched one of your videos
opened or submitted a Meta lead form
joined a customer or email list you are permitted to use
Choose one source with enough people to create a usable audience. If the individual groups are too small, combine closely related warm groups rather than forcing an audience that cannot deliver.
Follow Meta's rules and your privacy obligations when uploading or using customer information.
WRITE THE FOLLOW-UP ADVERTISEMENT
A warm audience does not need the same introduction as a stranger. They need a reason to take the next step.
Use this structure:
You may still be deciding: Planning to sell your home but unsure what to repair first?
Make the offer: Request a 15-minute seller-preparation call.
Reduce the hesitation: We will identify the first three items worth addressing before you spend money on improvements.
Give one next step: Book the call.
Use one offer and one button. Do not send people to a homepage filled with unrelated choices.
Exclude people who already completed the desired action when your tracking allows it. A past purchaser may be right for a repeat-customer offer, but not for an advertisement asking them to make the same first purchase again.
Before publishing, confirm that the Meta Pixel or Conversions API is receiving the event that represents the actual result. A warm audience can still waste money if the form is broken or Meta is optimizing for the wrong action.
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📡 MARKETING NEWS YOU CAN USE
It’s Not just you - Google’s Advertising is Down and the Revenue Shows it
ChatGPT ads generate 64% less revenue per visit than Google Search
🎯 BEFORE YOU CLOSE THIS EMAIL
Open Meta Ads Manager and identify the warmest audience source you already have. Then write one follow-up offer designed specifically for those people.
Then reply and tell me what you need help with. Would you like help building the audience, writing the offer, setting exclusions, or checking the tracking? What would you like me to cover next?
Bottom line: The people who already recognize your business are often the best place to begin.
❓ WHAT DO YOU NEED HELP WITH?
We want Visibility Science to help with the marketing problems you are actually facing—not the ones marketers assume you have.
Reply to this email and tell us:
What part of marketing do you need help with right now?
What have you been trying to figure out?
What would you like me to explain or show you in a future issue?
It can be a broad question or one very specific problem. Your reply may help shape one of the next experiments we work through together.
Marketing engineered for business growth.
Till next time,
Visibility Science
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