Law Firm Marketing Plan Questions
There are three fundamental questions you must ask in order to build a solid law firm marketing plan. These questions will help you get inside the mind of the prospective client. Once inside, you can comfortably speak his language and influence his choice of lawyer.
Here are the three questions:
What is your client thinking?
Everyone has an internal dialogue. This is a conversation we have with ourselves. It plays constantly. Sometimes we are consciously aware of it and sometimes we are not. But it is there.
You must figure out what this internal dialogue is for your clients. All of your marketing material should be written with this internal dialogue in mind. The more effectively you can enter that conversation, the easier it will be for you to be the obvious choice as their lawyer.
What does your client want?
Your client probably wants lots of things. But you must understand what they want relative to the service you can provide.
When you think about what your client wants, remember to think about the end result and not the means to the end. Here are some examples:
Family Law:
- Client wants a divorce with as little financial pain as possible.
- Client wants to make sure she has custody of the children.
- Client wants to get the divorce over with as soon as possible.
Corporate:
- Client wants the transaction completed quickly.
- Client wants to buy the company but only at a certain price.
- Client wants to sell some assets and minimize tax exposure on the proceeds.
Your law firm marketing plan must take into consideration all of the typical client’s wants and address them. Each of these may apply to a different client so your messaging must be diverse and comprehensive, yet targeted.
What does your client need?
In most cases, what the client needs will different from what the client wants. Your law firm marketing plan must subtly address this and help the client realize and reconcile this conflict it on his own. In other words, it must be his idea. That means your law firm marketing plan must include some form of education.
Ultimately, a law firm marketing plan is a blue print for building a client relationship. If you can answer these three questions, you will be off to a good start in assembling your law firm marketing plan.
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