Consumer goods or products are categorized as Convenience, Shopping, Specialty, and Unsought. Convenience products are everyday goods like groceries, Shopping products are less frequently bought items like furniture and cell phones, while Specialty products are luxury goods such as high-end cars, art, or fashion.
Lawyers and legal services fall under Unsought products, along with life insurance and funeral services. The characteristics of this category include:
An initial lack of consumer knowledge: Most prospective clients learn everything they know about court and lawyers from TV shows and sensational news. They are unsure of how to “shop around” for lawyers.
An avoidance incentive: Legal services are usually purchased to respond to a difficult situation (“I’m getting divorced and need a lawyer”) or to prevent something worse (“The person who injured me won’t take responsibility, so I need to file a lawsuit”).
Infrequently purchased: Some people go their entire lives without the need of legal services. In personal injury cases, prospective clients only need a lawyer after they’ve been hurt and need help.
Unsought products are also considered “undesirable,” not because they are without value, but because consumers don’t want to be in the situation that requires them. However, when someone needs a lawyer, they need you very urgently. Our job as legal marketers is to get them the information they require to contact you with confidence.