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Effective Advertising on WII FM

One of the first lessons that a new business owner learns is the value of an effective marketing strategy. This is especially true for virtual bankruptcy assistants. Ours is an industry that is still in its infancy, and while this fact presents many exciting opportunities, it also poses a formidable challenge: a decisive majority of bankruptcy attorneys have no idea who we are and what we do.

This reality serves to underscore the value of the AAVBA. Through its focused efforts to educate lawyers, the AAVBA is successfully nurturing a growing awareness among consumer bankruptcy attorneys of the beneficial role that a VBA can serve in their practice. But as individual business owners, we have a separate responsibility to develop and execute our own plan to put ourselves in front of the attorneys we hope to contract with.

How can we accomplish this with a limited advertising budget? The recent successes of AAVBA members illustrate the effectiveness of posting ads on free sites like craigslist.com. But there is another media entity with an even more extensive reach, one that every consumer utilizes though most of us are not even aware of it.
Welcome to radio station WII-FM.

We may not know it, but we all listen to WII-FM every day. We listen to it while driving to work or to the grocery store. We hear it as we sit in front of the computer, browsing the internet. WII-FM is with us through each conscious moment, always playing in the background.

You won’t hear music, the news or weather on WII-FM. Because it’s not really a radio station. It’s an acronym that asks the most fundamental question that your marketing should be based upon: What’s In It For Me?

Often, VBAs focus their advertising on the characteristics of their service. They attempt to inform attorneys about what they do and how they do it. They elaborate on their case management procedures or their training or work experience.

The problem is the attorneys don’t care. They don’t know you and they are not interested in your business. They don’t hear you because, like the rest of us, in their heads they are listening to WII-FM: What’s In It For ME? How is listening to you going to benefit ME? What’s MY upside for paying attention to what you are saying? What am I going to gain by dealing with you?

In your very first interaction with an attorney, you have mere seconds to grab his or her attention. Perhaps these fleeting moments would be best spent by answering these questions. Discuss the benefits they will enjoy by working with you. Explain that you can help them make more money and grow their practices. Point out how contracting with you can reduce their overhead costs and free up their time for other matters. Highlight all the advantages they will experience by outsourcing their petition preparation.

In other words, make it about them, not you.

Like VBAs, consumer bankruptcy attorneys are hard-working entrepreneurs. By tuning in to WII-FM, you can customize your marketing to better address their needs.


Alan Higa was born and raised in Honolulu, Hawaii. He has worked for more than 20 years as a legal assistant at law firms that specialize in family law and insurance defense. When not pursuing his career as a VBA, he spends most of his free time enjoying his family and pet squid.

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