Your Legal Marketing Message Should be Important

There's plenty of completely useless information that lawyers today still use in their legal marketing. Their thought is that clients are impressed by things like combined years of experience, certifications from fancy-sounding organizations, and catchy phrases like "we fight for you."

In reality, clients are looking for a lawyer who is local, handles their type of case and relates to them in some memorable way.
Most people would much rather deal with a service professional that's on their level. Maybe it's age, maybe it's family background, maybe it's a favorite pet. The more you can relate to a client, the more comfortable they'll feel.

I find there's very little reasoning to advertise your years in practice, especially if it's less than 10. I've yet to hear a client deciding to hire one lawyer over another just because they had advertised a few more years experience. The idea of "combined experience" is even more absurd - a firm can have 50 years combined experience, but what if that's 50 lawyers fresh out of law school with 1 year of experience each?

Since most of us are bad with names, my article on selling your specialty, not your law firm pushes the idea that you should use your hook to give your clients something memorable about you besides your firm name. That way, they see your junk-free advertising, remember your hook, and become your next ideal client.

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So, how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us - 703-591-9829.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
1 Comments
As usual I totally agree with Ben. Clients could't give a rats ass how many years you've practiced or whether you were named Super Lawyer...they only care about the attention you'll give their case, how you make them feel about the experience of working with you and the results you get for them.
by Cole June 18, 2010 at 08:46 AM
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