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Everyone who is interested in promoting a business or a brand can learn a great deal from Sarah Palin. Yes, you read that correctly. Sarah Palin is conducting a clinic on marketing and anyone who wants to grow a law firm should watch.
Why Watch Sarah Palin if you are Interested in Law Firm Marketing?
Politics aside, the management of the Sarah Palin Brand has been outstanding. Look through the news during the two years since the last Presidential election campaign. You would be hard pressed to find a week during the past 100 when Sarah Palin has not been in the headlines. Her nomination as a Vice Presidential candidate put her on the map but it is her own personal branding power that has kept her there.
A law firm can only benefit from the media if it is IN the media. Many attorneys choose not to take a high profile. They prefer to have more direct control over their marketing. That’s fine. But if you want to be in the media, you should go big. And Sarah Palin can provide you with a blue print to do just that.
Sarah Palin Teaches Law Firms to Handle Negative Attacks
Attorneys can take a page out of Palin’s book for handling adverse media conditions. Palin takes every negative article that is written about her and every negative TV piece produced about her and turns it around on the media. She paints her attacker as an overzealous partisan for the left wing. And this is EXACTALLY what her constituents (the right wing base) want to hear. So in the eyes of her core audience, she never looks bad. In fact, the more she is attacked, the better she looks.
Law Firms Can Learn about Message Delivery from Sarah Palin
Even if she has to write the message on her hand, Sarah Palin never waivers from her core message. She stays on track. And her supporters love her for it.
She knows what people want to hear and she gives them what they want. This works if you are looking to attract more of your core audience. She speaks with passion and comes off as believable. She shares much of her own personal story with her audience and they buy into it. She aggressively takes on her opponents and she galvanizes support from her base of adoring fans.
Sarah Plain Knows her Audience
If you know your audience you will always be successful at message delivery. Sarah Palin is an expert at this. She delivers the perfect message at the perfect time to the perfect audience. That is why many of the Republican politicians who have been on the national stage for a decade or longer are now awash in her wake. Other politicians try to be everything to everyone. Sarah Palin does not. She knows that engaging her core audience will get the job done so she focuses on them.
Your law firm should follow the same strategy. Do not try to focus on everyone. Do not try to dominate every legal field with your marketing. Pick one narrow area and aggressively market in that niche. If you do, you will dominate.
When you stop and think about it, no matter what your opinion of Sarah Palin as a person or what you think of her as a politician, you and your law firm can certainly learn a great deal about marketing from her. She is a master at managing message, market and media. And if you are not careful, you might wake up and find someone like Sarah Palin aggressively pursuing your potential clients.