Staying One Step Ahead Of Attorney Marketing
Legal practitioners have become more profit-oriented in how they approach their profession. Lawyers now outnumber clients, and the difficulty in finding and keeping clients is a problem faced by all practitioners, especially those who are just starting out.
Consequently, attorney marketing has taken on a new degree of importance for attorneys. Word-of-mouth was enough for the legal profession to thrive and prosper, but that was a century ago. Fifty years ago, word-of-mouth now took to the airwaves – via radio ads – and print media. Just 15 years ago, television ads helped many lawyers establish a thriving business.
No one is in doubt of the effectiveness of those mediums, but with the far-reaching influence of the Internet, no one can blame lawyers for turning to it as a means to secure more clients. If you’re an attorney looking for new clients, then the added opportunities provided by the internet and web marketing should not be overlooked.
Let us now dig deeper into the dynamics of law firm marketing for your legal practice…
Attorneys must think primarily about their clients’ biggest concerns
It is our duty as attorneys to look into details, no matter how small or minute. Whether we’re drafting a contract, negotiating a lease, or litigating a case, every detail matters, particularly those details that are worrying to our clients. After all, their happiness is our ultimate goal.
Strangely, though, attorneys rarely follow this principle when it comes to marketing. Competition becomes slightly dirty, with attorney advertisements that are veered towards self-glorification above all the rest. Your clients would like to have the best attorney, but do you know what they really want?
All clients, in general, prefer a lawyer who is professional, sensitive to their needs, and knows what they are doing. Aside from those qualities, adapting a more serious approach in dealing with each client renders ‘being the best’ lesser in importance. This is good advice for your practice, but it’s even more important for your marketing.
When a potential client meets you or comes to your website, the first and last impression that they should get is that you are someone whom they can trust to take all of their concerns seriously, to respond quickly, and to be knowledgeable about whatever subject matter is at stake. Most lawyers think all it takes is smarts and being knowledgeable, since that is all the clients really care about. Wrong.
Adopt aggressive Attorney Marketing
Many of us have a natural aversion to marketing, and we like to think that we can sell ourselves and our services simply by letting people get to know us and see how smart we are. Although this happens, it’s not how marketing works. Whatever medium you use, reiterate what the clients already know. So what do they know?
* Your Knowledge Base. Your potential clients deserve to know the extent of your knowledge and expertise about the different matters relating to the services they require of you.
* Your Responsiveness. Keep your communication lines open, assuring clients that you will always be on hand to respond when they need you to.
* Your Track Record. Please don’t lie. But highlight what you’ve done and achieved. It does not matter that they may be lesser than others, what matters is the client are reassured that you are equipped to deal with their particular needs.
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