Six Questions for Lawyers Who Hate Marketing

For more great articles and FREE attorney resources visit us: www.Valtimax.com

 

Lawyers Who Hate MarketingPeople who initiate and develop relationships make great money.  Those people are marketing pros.  Like it or not, in one form or another, relationship development is marketing.

It is no different in a law firm.

People who understand marketing make more money than anyone else.

After all, what is marketing?

It is the initiation and development of relationships.

How do you do that?

By introducing and demonstrating the value you provide to a prospective client or referral source.

Many lawyers don’t believe they need marketing.  They don’t think they need to sell their services.  If you are one of these lawyers – the kind that believes you don’t need marketing you can “just be a good lawyer and clients will find you” –  I have a few questions.

Here they are:

  1. How will clients know about your expertise? Clients will never know how good you are if they don’t know who you are.  Let’s say you are a good lawyer.  No.  Scratch that. Let’s say you’re a great lawyer.  How are people supposed to find you?  Yeah, I know.  You have a reputation among the clients you represented.  And you have a reputation among the people who referred clients to you.  But those people don’t need someone with your skill, knowledge and talent all that frequently.  How will people who do need you, find you? Presenting your valuable services to clients and potential clients is marketing.
  2. How will people who used your services remember you (and how good you are)?  Yes, you made an impression on them.  Yes, you helped them out of a jam or with a tough deal.  But memory fades.  People need to be reminded in order to keep you top of mind.  Keeping in touch with referral sources and past clients is marketing.
  3. How will you justify the fee you charge?  You have years of experience but there is always someone just as experienced, or more experienced, offering their services at a lower rate.  There are other people practicing law who price themselves more attractively and offer a competitive value proposition. Developing and presenting your value proposition is marketing.
  4. When a prospective client meets with you, how will you explain what makes you different from everyone else who does what you do?  You may be different. You may be better.  You may offer a better return on investment than anyone else.  Explaining that difference is marketing.
  5. How will you make money as a lawyer?  Million-dollar lawyers who say they don’t market are liars.  There is no way to be a successful lawyer without marketing your services.  Even the lawyers I know who work at big firms and have had big case after big case thrown into their lap had to market themselves internally.  Yeah.  They sold themselves to their partners (and they have to continue to sell themselves).  Marketing takes place internally and externally.
  6. How will you exert any control over your future? Given the above facts, if you continue to choose not to invest your time and your effort on marketing, how will you control your future? You won’t.  Someone else will control your destiny.

The six questions above are not conjecture.  They are legitimate questions you need to ask yourself if you don’t believe in law firm marketing.

Typically, these are not questions I need to ask a lawyer.

Why?  Because people who don’t believe in law firm marketing don’t call me.

On the off chance I get someone in front of me who needs help in these areas and they don’t believe in law firm marketing, the conversation is a short one.

You work in a business.  That business requires you to find clients and convince them to work with you.  The sooner you reconcile that with your ego, the better.

I know you didn’t go to law school to be a salesman and, quite frankly, that is just too bad.  The guys who went to sales school will almost always make more than most lawyers.

Here is some additional required reading:

Do Good Lawyers Hate Marketing?

Good lawyers don’t hate marketing.  They hate bad marketing.  If you want to learn how marketing is done and see how it is done well, read this article.

How Marketing Can Differentiate Your Law Firm

There are three things you need to do with your law firm marketing. You must make yourself more visible.  You must enhance your credibility.  You must differentiate yourself from everyone else who does what you do.  This article helps with the differentiation.

Where Can You Turn For Help with Law Firm Marketing?

This article outlines how attorneys can get help with law firm marketing in a cost effective way.  If you want to make the money you deserve and get home, on time, for dinner every night, you need to read this.