Law Firm Marketing: Differentiation is the Key to Getting Hired
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Nobody wants to hire a lawyer, but there are certain events that cause consumers and business owners to seek out a lawyer:
- Purchasing real estate
- Getting a divorce
- Starting a company
- Creating a estate plan
The struggle comes when consumers are faced with an overwhelming number of choices. Regardless of practice area, most consumers and business owners do not know how to distinguish a great lawyer from a mediocre one.
With over a million attorneys in the nation, there are thousands of lawyers in every major city who provide the exact same services. Unless attorneys seriously reconsider how they differentiate themselves from other law firms they will continue to flounder.
In Practice Made Perfect, our business development CD set for attorneys, we cover 10 specific ways to differentiate your services. Here are just 3 of them:
1. Create a micro niche. If you develop a tumor on your brain you would go to neurologist, not a general practitioner. It's the same way with law firm marketing. You must position yourself as a specialist, not a generalist. One way to do this is by focusing on a very defined niche. For example, "I concentrate on helping inventors and owners of small software development companies in Los Angeles with less than $1 million in revenues protect their intellectual property and develop creative ways to generate multiple revenue streams from their invention."
2. Focus on the benefits, value and results. Too many attorneys try to sell their legal services. People never buy legal services. They buy solutions to their problems. When meeting with a prospective client emphasize the benefits you offer to clients and the value you bring through your specific experience with their kind of legal problem. Discuss the results you have achieved for other clients, but be careful not to overstep the ethical boundaries or promise results based on someone else's case.
3. Build an online presence. The Internet has changed everything when it comes to law firm marketing and how consumers select law firms. Today, most people will check attorneys out online before they ever hire them. Having a robust presence on leading social media platforms (Facebook, Twitter, LinkedIn, YouTube), an interesting blog and a website that reinforces why you are different is key.
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Want to Learn More Internet Marketing Techniques for Attorneys? Attend a Rainmaker Retreat!
If you are interested in building a lifestyle law practice through effective law firm marketing, then come to one of our upcoming Rainmaker Retreats:
November 11-12, 2011: Chicago, IL
December 2-3, 2011: Los Angeles, CA
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then register now for one of our one-hour complimentary teleseminars:
Thursday, October 27
1pm PT | 2pm MT | 3pm CT | 4pm ET
Wednesday, November 2
1pm PT | 2pm MT | 3pm CT | 4pm ET
Thursday, November 10
12pm PT | 1pm MT | 2pm CT | 3pm ET
Join us and learn why the Rainmaker Retreat is the one law firm marketing boot camp you cannot afford to miss!
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Good post Stephen
While its probably business as usual for US Attorneys to be finding niche's within niches's (micro-niching), it's still developing here in Australia. Not sure if it's the same there, but ranking from an SEO perspective is almost impenetrable for primary niche keywords, but there still remains to be good opportunity on some micro-niche terms.