Talk to Your Market: A Marketing Tip That Applies to Every Lawyer


Effective legal marketing doesn’t have to be difficult. It’s not rocket science. All you need to do is identify how you should talk to your market and understand what exactly it is that you are selling.

Take MontBlanc for example. A while back this company ran an ad in The Washington Post that featured a picture of a pendant on a chain. Nowhere in the ad did it mention price. It simply described the pendant using such words as “pureness” and “unpretentious elegance.” MontBlanc knows its customers and it recognizes that they are not concerned about price. Their customers want the experience of owning a MontBlanc product.

What do your potential clients care about?
When your prospects are looking for legal counsel, they do not want to read a dissertation on how great you are or where you went to school. What they care about is if you have the answers to their questions. They also want to know how you can help them.

It doesn’t matter if you are advertising on TV, in the Yellow Pages or on the Internet, you should not focus on selling yourself. You should concentrate on selling the overall experience a potential client will have when working with your law firm and the feeling they will have being represented by you.

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For additional lawyer marketing tips, sign up for our national 2-day legal marketing conference scheduled for April 2011. You won’t want to miss this one!
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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