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Attorney Marketing: Don’t Overlook The Obvious

More than a vocation or a calling, lawyers in legal practice are beginning to view their profession as a trade. 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. One hundred years ago, it was enough for attorneys to have a booming business simply via word-of-mouth. Print and radio media emerged in importance fifty years later. 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. All attorneys should not overlook the power of web marketing in helping them secure clients.

Let us now dig deeper into the dynamics of law firm marketing for your legal practice…

The clients’ interests should always come first

This seems obvious, since as attorneys, we tend to worry about every little detail that our clients may overlook. All legal transactions, big or small, should be looked at from all angles, their implications to our clients’ welfare assessed and studied. We want to keep them happy after all.

It’s odd then that attorneys don’t take this same attitude toward marketing. Most attorney advertising that I see tends to proclaim why the attorney is better than all other attorneys, more experienced, etc. Your clients would like to have the best attorney, but do you know what they really want?

By and large, they want someone who is professional, responsive, and knowledgeable. Being the best is a far second to just possessing these qualities and taking every individual client seriously. Do not take this advice lightly, as it concerns not just your practice, but your marketing as well.

It is important to impress upon potential clients upon first contact – whether in person or online – that you tick all the boxes they require: you can deliver as a professional, you are sensitive to their needs, and you know what you are doing in taking care of their best interests. Most lawyers think all it takes is smarts and being knowledgeable, since that is all the clients really care about. Wrong.

Be aggressive in marketing yourself

We may be very good at what we do and the potential clients can see that, but our efforts should not stop there. That is just the tip of the iceberg, NOT marketing. No matter what medium you choose for your marketing, you ABSOLUTELY MUST state the obvious. The obvious being… what, exactly?

* Your Technical Know-how. 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. It’s the number one complaint of legal clients against attorneys, so you need to reassure your potential clients that you will promptly and considerately reply to them.

* Your Performance History. Do not make up accomplishments that never were. That said, play up any accomplishments that you’ve had. However small or minor they may seem compared to others, what is important is to show the client that you have are exactly what is needed for their particular needs.
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