CASE STUDY: New "60 Second Funnel" Uses Primal Psychology That Turns Facebook Scrollers Into Highly Qualified Personal Injury Leads

Have you tried Facebook ads for your law firm and ended up burning thousands of dollars with not much to show for it?


Did you ever wonder if there was a dead simple template that others were using to attract highly qualified leads to their law firm day in, day out like clockwork?

If you're anything like the attorneys I speak to every week, you've tried Facebook ads before with little to no success.

There are two main reasons why most attorneys fail with Facebook ads:

#1 Misunderstanding Market Psychology

Here's what most attorneys do:

Target EVERYONE with a GENERIC message about THEMSELVES.

I don't mean to pick on these guys, but here is a typical example of a law firm getting it wrong.

It is aimed at a GENERIC audience with a GENERIC message that doesn't tell the prospect anything at all.

Again, I have nothing against The Cochran Firm and I have no affiliation with them. This is just the first example I found, and it illustrates my point perfectly.

To figure out what's wrong, you have to put yourself in the mind of your prospect.

Cold, hard fact: Your prospect doesn't care about you.

They only care about THEIR problems.

As legendary ad man Robert Collier said in his 1931 classic "The Robert Collier Letter Book":

“Always enter the conversation already taking place in the customer’s mind.”

Robert Collier

The trick to profitable advertising is simply to meet them WHERE THEY ARE.

How about an ad that actually talks about their problems?

Think about it: when you're scrolling down your Facebook newsfeed and see some attorney talking about how great they are, does that catch your attention? Make your ears perk up and pupils dilate?

I don't think so.

But if you're scrolling and you see someone talking about the very issues and challenges you're going through in your life right now, suddenly you're seeing something RELEVANT! A voice in the back of your mind goes "This is for me!"

Here's an example of an ad we're running for one of our clients:

There are TWO things going on here that make this work so well.

  1. We're only talking about them and their situation. We're not talking about ourselves. This makes the ad relevant by appealing to personal interest.
  2. We are using a "Quiz". You've probably seen all kinds of quizzes in your feed. Like "What Disney Character Are You?" and all kinds of goofy quizzes like that. There's a reason they work so well. People love to find out about themselves. In this case, they can answer a few questions to find out if they are entitled to compensation. We are simply taking advantage of primal human psychology to direct your prospects attention to YOU.

#2 TARGETING: It's very difficult to target the best prospects as an attorney... right?

Our second challenge is that it's really hard to target the right people.

You can't exactly type into Facebook "Show my ad to everyone who's recently been in an accident"...

One of the ways we solve this problem is by using advanced data and AI to pinpoint the hottest prospects in your market. This way, we actually CAN pin-point everyone who's been involved in an accident and are looking for a personal injury attorney right now. Watch this video for more info about this.

But even without an advanced data platform at your disposal, it's possible to get highly qualified leads from Facebook if you know how to tap into your market psychology...

About a year ago we started testing a brand new type of funnel that we hadn't seen any other attorneys using... and it started working like crazy right from our first test:

Live, exclusive, LONG FORM (12 fields) Personal Injury leads at 50 bucks a pop. Leads were hovering between 30 and 50 dollars each for the duration of the test.

The secret?

The quiz, like I mentioned above. We call it the "60 Second Funnel". This way we can still target a BROAD audience, but by using a quiz to appeal to "mass market psychology" we can still get incredible results from Facebook ads.

Here's an example of what the page we're sending people to looks like:

See? What to do here is VERY CLEAR.

No distracting menu items. No bloated "about us" section to bore people to death. They just want to know if they have a decent case.

This way you can engage with FAR MORE people than advertising a generic "we're the best attorneys ever" message. Because it's all about THEM.

An added advantage to this is that you also get to find out all about them.

As they make their way through the quiz, we're leading people to tell YOU all about themselves, what kind of accident they've been involved with, whether or not they have an attorney already, and all kinds of good stuff. In fact, we're collecting 12 different form fields.

And then we send them right to your inbox, so you can pick and choose only the most qualified cases you want to work with.

Hopefully this article has given you a better idea of how to make Facebook ads work for you.

If you want to learn more about how this can work for you, I can walk you through the system and answer any questions you have.

Click here to schedule a 1-on-1 call.

If you liked this article, please like and share it on Facebook or tag a lawyer friend who might find it helpful.

Thank you for reading!

Linus Rylander

Co-Founder, North Edge

P.S. Pro tip: the quiz works like magic with Google Ads too ;)

Click here to schedule a call to see how we can make this system work for your law firm.

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