Have you ever hung up on someone just because he was trying to sell you something over the phone? It doesn’t matter what he was selling (and you probably didn’t stay on the line long enough to find out): just the fact that it was a sales call was enough to turn it down.
Unfortunately, that’s the way a lot of people feel about dealing with attorneys.
Here are three things that automatically put attorneys at a disadvantage when designing a legal marketing campaign:
- Our competition. No matter what state you live in, there are hundreds of options available for a customer looking for legal services. To make matters worse, customers do not know how to gauge your skill level as an attorney until after they have worked with you, so being “the best attorney in town” will not give you any advantage over your competitors.
- Our image. We lawyers do not have a great reputation among our customers. This is mostly due to poor marketing campaigns that use attention-grabbing ads to prey on recently injured victims—and these “ambulance chasers” are the all the average person is exposed to in the media.
- Our ethics. Many attorneys are afraid to implement any marketing tactics because they believe they are providing a service, not selling a product. However, these attorneys are only hurting their own interests—after they go out of business, how are they going to help anyone?
The only way you can create an effective, interactive and ethical legal marketing strategy is to realize just how these three things affect your customers’ decisions. If you can get them to your site, you can provide useful information on their case and show them attorneys are in the business of helping—and maybe even change their minds.