Why do lawyers charge so much? And medical specialists? In any profession where there is an incredible amount of knowledge required to enter the field, and it’s necessary to continually locate (and often purchase) papers from the most knowledgeable experts in a highly specialized area of expertise, then read anywhere from 10 to 30 hours per week to stay at the top of one’s game, fees must compensate the professional for not only the hour of service provided, but all the hours of study and obtaining experience previously invested that enables them to have the right information and advanced skills required in that hour. Specialized equipment leases and purchases, software and highly trained assistants also factor into the fee structure for most skilled professionals.
If your attorney doesn’t have the right information when he or she enters the courtroom, or the skills to present your case well, you may spend a significant portion of your life in prison or find yourself wiped out financially. And if your doctor doesn’t have the knowledge and skills required for the procedure you require you could die on the operating table or the quality of your life may be impacted for the remainder of your days. Considering what’s at stake, paying for a top professional is the logical choice. The better professionals will spend plenty of time with you, offering a very ‘high touch’ service that not only takes care of you, but keeps you in the loop every step of the way. Can you find cheap or free legal advice online? Absolutely! Medical information websites are springing up every day. If you’re having trouble getting a client to pay, or you’ve got a sniffle, cheap or free information may suffice. But when when what’s on the line is a game changer, do you want the bargain advice from a no-frills ‘low touch’ agency?
Marketing has changed. Outbound ‘interruption’ marketing is now in our rear view mirrors. Your prospective customer probably has someone filter their junk mail and they certainly use anti-spam software to toss out unsolicited email. Most of us now buy movies and television programming that cut out all or most of the advertising we are subjected to. We purchase music on iTunes and listen to XM radio so we can avoid the radio ad spots. Our office screens incoming calls to avoid sales people. Many of us read our news from an RSS feed… same reason. We don’t have time to read marketing messages for products and services that don’t interest us.
This means that companies now live or die based upon their inbound ‘attraction’ marketing strategy and its implementation. SEO, content marketing, social media and building links from authority sites have become the primary way companies get traffic and new business. With everything literally on the line, the bargain SEO company or that cheap social media package may become the most expensive decision an executive or business owner makes all year.