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, attorneys relied largely on word-of-mouth referrals. Print and radio media emerged in importance fifty years later. Fifteen years ago, television ads brought attorneys and the legal profession closer to potential clients.
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.
Now let us look into how you could dramatically improve your law firm marketing...
The clients' interests should always come first
Clients tend to miss seeing important details and instead look only at the bigger picture; that is where the lawyers come in. All legal transactions, big or small, should be looked at from all angles, their implications to our clients' welfare assessed and studied. After all, their happiness is our ultimate goal.
Attorneys, however, do not use this approach 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?
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. 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 attorneys I meet emphasize the knowledgeable portion but forget the rest, assuming that it'll be obvious to the potential client. IT ISN'T!!
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 not how you effectively sell yourself. Whatever medium you use, reiterate what the clients already know. 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 Commitment to being Responsive. Potential clients need to know that you will promptly and quickly attend to their queries and general needs when they require it.
* Your Track Record. Do not make up accomplishments that never were. However, what accomplishments you have, put emphasis on them. 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.
Consequently, attorney marketing has taken on a new degree of importance for attorneys. One hundred years ago, attorneys relied largely on word-of-mouth referrals. Print and radio media emerged in importance fifty years later. Fifteen years ago, television ads brought attorneys and the legal profession closer to potential clients.
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.
Now let us look into how you could dramatically improve your law firm marketing...
The clients' interests should always come first
Clients tend to miss seeing important details and instead look only at the bigger picture; that is where the lawyers come in. All legal transactions, big or small, should be looked at from all angles, their implications to our clients' welfare assessed and studied. After all, their happiness is our ultimate goal.
Attorneys, however, do not use this approach 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?
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. 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 attorneys I meet emphasize the knowledgeable portion but forget the rest, assuming that it'll be obvious to the potential client. IT ISN'T!!
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 not how you effectively sell yourself. Whatever medium you use, reiterate what the clients already know. 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 Commitment to being Responsive. Potential clients need to know that you will promptly and quickly attend to their queries and general needs when they require it.
* Your Track Record. Do not make up accomplishments that never were. However, what accomplishments you have, put emphasis on them. 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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Please don't hesitate to let us know if you think that your company might be able to be helped by our services. One of the compliments we get constantly is that our clients are able to operate their businesses without worrying about whether or not their marketing is going well.
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