Back to the Basics: Law Firm Marketing 101
Before you can effectively employ the strategies of law firm marketing, you will need to clearly understand precisely what "legal marketing" is. Many attorneys confuse "marketing" with "advertising"; in fact, the two terms are often used interchangeably. That is a mistake because they don't mean the same thing at all.
Marketing for lawyers is like any other form of marketing and simply consists of building relationships with people and sharing with them how you can help them. You need to be able to present clear, compelling reasons why your clients need you and your firm. That will take a little bit of homework on your part. Know exactly how the client will best benefit from your services and tell them about it. Tell them about it over and over and over again.
The failure to find and retain more clients is fundamentally a marketing failure. To be an effective form of legal marketing, the message and image you present must meet the following four criteria:
1. Consistency. Once identified, continue to reinforce the same reasons why your clients need you. If you do not stay on point, you run the risk of confusing them. Repetition of your core message is essential to successful marketing for lawyers.
2. Brevity. Keep your message short and to the point. Choose your words carefully when engaged in legal marketing; people do not have the time or interest in reading dense paragraphs. Keep it clear of legal terms and focus on presenting solutions, not a litany of your legal services.
3. Enthusiasm. Your belief in your law firm marketing is contagious; share the wealth! Without implementing this key component, you run the risk of getting lost in the crowd. Once lost in a crowd, it is very difficult to re-establish why you are better than the rest. Too many attorneys make the mistake of trying to appear so professional that they end up being boring. This is the most deadly marketing mistake a attorney can make.
4. Connection. If you are not telling them exactly what it is they need from you (what they absolutely must have that only you can provide), you will be wasting your time and energy. Marketing your law firm is different than marketing other kinds of professional services, but to build a bridge to your prospective client, you must come down out of your "ivory tower" and meet them at their point of need. Strive to connect with them emotionally as well as cognitively.
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