Lawyer Marketing: This Simple Tweak, Will Supercharge Your Brand in 2023
Intro
As a new or even experienced layer, marketing your law firm can be a challenge, especially when it comes to standing out in a crowded market.
While lawyers have traditionally relied on referrals and word of mouth to generate business, today's digital landscape requires a more proactive approach to marketing.
Don’t get me wrong! Having a solid referral base is crucial to remaining competitive even during hard times. After all, referrals are a secure and (often) hassle-free way to get business. But if your goal is to scale at a predictable pace, you must get your hunting boots on and start proactively looking for cases.
Despite the many benefits of online marketing, lawyers, more than other professions, often make mistakes that can hinder their efforts.
In this post, I’m going to share with you the biggest missteps lawyers make when marketing their firms and how to avoid them:
Not understanding your target audience
One of the biggest mistakes lawyers make is not taking the time to understand their target audience.
This can lead to ineffective marketing messages that don't resonate with potential clients. To avoid this mistake, lawyers should take the time to understand their target audience and their specific needs and concerns.
For example, if you are a personal injury lawyer, your target audience is not: “everyone that needs a personal injury lawyer.” With such a wide market to go after, your bland messaging won’t resonate with anyone. Instead, pick a specific sub-section of that market and create content that speaks to that specific audience.
Do you specialize in Auto Accident injuries? Medical Malpractice? Product Liability? Slip and Fall Accidents? Make your focus clear on all your marketing material! I can’t stress enough how important this is, especially during your first few years in business. People will either go with a much larger firm, or they will choose a smaller one because it resonates with them on a deeper level.
And, of course, once you max out your sub-niche, you’ll have a more seasoned firm and will be able to get away with marketing to a much wider audience. But if you’re reading this post, chances are you are not there yet.
Not effectively communicating your value proposition
Lawyers often focus too much on their credentials and experience without effectively communicating how they can help solve their clients' problems.
This can lead to potential clients feeling disconnected from the lawyer and not seeing the value in working with them.
To avoid this mistake, lawyers should focus on communicating their value proposition in a clear and compelling way that speaks to their target audience's needs.
Marketers have to “tune in to WII FM” (What’s In It For Me.) when writing to their audience. In other words, you need to enter the conversation happening in your prospect’s head and write your marketing messages with their goals, fears, and needs in mind
For example, a criminal defense attorney may highlight their successful track record in getting charges dropped or reduced for their clients.
Another tactic would be to talk about the downside of not hiring an experienced attorney such as yourself. What could happen to someone that doesn’t have the right legal representation?
Fortunately, people’s motivations for taking action are predictable. They either move towards pleasure or away from pain. And depending on what type of cases you are trying to attract, your messaging will need to reflect those reasons.
Not letting your personality shine through
Many lawyers feel that they need to present a professional and serious image at all times.
However, this can make it difficult for potential clients to connect with them on a personal level. Don't be afraid to let your quirky personality shine through in your marketing messages.
This can help you stand out from the crowd and create a more personal connection with potential clients.
For example, a personal injury lawyer may use humor to highlight the absurdity of insurance company tactics in denying legitimate claims. This can help you stand out from the crowd and create a more personal connection with potential clients.
In marketing, we talk about the importance of establishing the KLT factors. K stands for know, L stands for like, and T stands for trust.
You can get known by plastering your ads all over the internet, radio, TV, or bus.
You can even build trust by sharing your success stories or asking people to share their experiences working with you.
But the “like” factor can’t be bought. People need to resonate with you and see themselves dealing with your firm. So if you are always as serious as a courtroom bailiff, you will miss out on a huge chunk of cases.
Conclusion
In conclusion, marketing a law firm requires a proactive approach and a deep understanding of your target audience. By avoiding these common mistakes and focusing on creating clear, compelling, and personal marketing messages, lawyers can successfully grow their business and stand out in a crowded market.