Why do so many attorneys fail at marketing their practices? It all comes down to one simple truth: with a product, the customer can see it, touch it, taste it or feel it. The senses combine to help the customer decide to make the purchase.
But what does the customer have to go on when purchasing a service? Generally speaking, only your words in various forms of law firm marketing, and the words of your satisfied clients.
Specifically speaking, a service purchase cannot be fully evaluated until after the service has been performed. Unfortunately for the consumer, there are no money-back guarantees on legal representation.
Once you understand these differences, you are in a better position to develop the kinds of marketing strategies that work.
Do not falsely assume the client will use rational parameters to evaluate your services before purchasing. The client is as likely to pick you because of your office décor as any other rational reason.
The average client is ill-equipped to use your credentials, education and experience to evaluate your suitability, mostly because the average client does not see a difference from one lawyer to the next.
The legal services field is intensely competitive and will continue on that path, and consumers are likely to carry on as they always have, choosing attorneys for all sorts of reasons that have nothing to do with skill.
Therefore, it is very important to effectively market your services in ways that are actually related to the way your typical prospect buys your services.
Every legal research study conducted in the past three years has shown that a majority of consumers use online resources to search for an attorney. They use search engines, visit online legal directories, law firm websites and blogs and use social media sites.
So if you’re not there – if you are not effectively marketing your legal services — you simply do not exist to prospects looking for a lawyer.
If prospects are not finding you, then you need to find your way to a Rainmaker Retreat. Some of the major topics we discuss during this two-day legal marketing seminar include:
- Internet marketing for attorneys
- Lead conversion strategies for law firms
- Social media marketing using Facebook, LinkedIn, Twitter, and YouTube
- How to build a referral-based law practice
- The critical systems you need to run and manage your law firm
We have two more sessions in 2015 and have a special Rainmaker Retreat scheduled in February immediately following the National Trial Lawyers Summit in Miami:
Get substantial savings (50% off) through our Early Bird Registration, which ends November 4 for the Los Angeles Rainmaker Retreat and January 11, 2016 for the Miami Rainmaker Retreat.
You can register online for a Rainmaker Retreat or call 888-588-5891 for more information. National Trial Lawyers members receive a discount. Please contact National Trial Lawyers at 866-665-2852 to receive the discount code.
Join me on Thursday, October 29, at 1 p.m. ET/10 a.m. PT for a free Avvo webinar on How to Double Your Revenue with a Referral System for Your Law Firm, where I will walk you through a step-by-step process on how to build a robust referral system for your firm.
Attorneys who attend this webinar will learn:
- The top 3 reasons why you aren’t getting more referrals and how to fix it
- The 6 things every client must know to send you a referral
- The most cost effective way to stay connected with every single client every month
- The 4 best times to ask clients for a referral
- 3 simple steps to get more client referrals in the next 30 days
The Avvo webinar is free and you can register online now.