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Marketing for Lawyers: What’s Working Now?
The question everyone asks me is: “When it comes to marketing, what really works?”
People think there are a couple of things that work to attract clients and deepen relationships and they think the rest of the marketing world is hocus pocus.
People also think you need to beat the living snot out of prospective clients in order to get them to sign on the dotted line.
Finally, people think that a lawyer should be “above marketing” and should not promote himself or his services.
Essentially people have no flippin clue what’s going on in the real world.
Let me address each of these cranial rectal insertions.
First: Everything works.
You read that correctly. Everything works if you know:
1) Your target audience
2) How they think
3) What media they consume
If you have a deep understanding of those three aspects of marketing, you can select the ideal form of media to reach your audience with the right message.
Here are the questions you need to ask before you select any form of marketing:
Who is your ideal client?
Who does he/she trust?
What does he/she read?
What groups is he/she a member of?
Is there a secret desire?
What angers/frustrates him/her?
What is he/she missing?
What keeps him/her up at night?
If you know the answers to those questions, you can develop a great message and select a form of media that will work every time.
Sorry. You’ve got to do a lot of work before you spend any money. You can just drop a truck load of cash on a kid with a computer in his garage and hope to get more clients.
Second: You don’t close deals. The client invests in a relationship with you.
Selecting an attorney is not like buying a large appliance. You cannot be forced into an upgrade to the deluxe model.
The notion that someone comes into your office as a tire-kicker and walks out thrilled with his selection of a shiny new attorney complete with cup holder and fine Corinthian Leather is beyond ridiculous.
If a client comes to your office, he wants to hire you. If he does not engage you, it is for one reason and one reason only: He doesn’t trust you.
People invest their trust before they invest a dollar.
If someone says price is an issue to them, it is because they don’t see the value in investing in you. Value is related to trust.
If I have an issue and I trust you to resolve it, I will invest in you even if I have to borrow the money, sell my baseball card collection or raid my kid’s piggybank.
Finally: Go ahead. Be the best lawyer nobody has ever heard of.
If you are as good as you think you are, you owe it to the public to let them know about the valuable service you provide.
Think about that for a moment.
You are good. People deserve to work with you because you deliver value. Why would you ever deprive them of your services?
You wouldn’t or you shouldn’t.
But that is exactly what you are doing when you spew the stogy old line: “It is not professional to market my services.” You and I both know that is pure, unadulterated bull shit.
Be a great lawyer and also be a great, ethical marketer. This way you can help as many clients as possible.
The next time you see me and wonder what’s working now, you’ll know my answer.
What’s working is clear-headed thinking about marketing and business strategy.
If you want more of this clear-headed thinking, delivered with a lovely, melodic, New York accent, listen to the Q&A podcast I recorded. It is a special episode in which I answer questions from you, my readers.
I always enjoy getting your questions and I especially enjoy smacking around the people with their head firmly planted in their anus. For lots of anus and lots of smacking, listen to the podcast by following the link below. You’ll enjoy it and it may help you make a buck or two.
Dave Lorenzo Answers Your Questions