How You Approach Legal Marketing Makes All the Difference

Any fool can make soap. It takes a genius to sell it. –Gamble of Proctor & Gamble.

There are certain things that separate the winners and the losers in business, including how they view their line of work. Only a select few truly “get it” and have the right outlook of their business and what it is that they are really selling.

Dan Kennedy teaches that merchants of concepts and connections are the ones who are making the big dollars. They are selling unusual experiences. How does that translate to you, as a lawyer and marketer? It’s simple, really. To make big money and expand your law practice you need to:
  1. Create marketing messages that revolve around potential clients (not you).
  2. Put thought into how you are going to increase the value that you offer clients.
  3. Find a way to enter the conversation that is already going through your prospects’ minds.

Think about your business on a broader scale, starting with the fact that you are not just a lawyer. There are enough of those out there. You are someone who is providing an experience, something of value to your clients. If this concept is still unclear to you, ask yourself these questions:
  1. What should my business be about?
  2. How can I connect with my prospects?
  3. Who are my clients and what are they all about?

Focus on your clients, including their needs, concerns and desires. Most importantly, remember what it is you are truly selling, because it is a lot more than just legal services.

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For effective and innovative legal 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
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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