You may not think you have a problem with your law firm’s marketing. You’re still getting cases, and your contact list is growing slowly, and your website copy is pretty good. You’ve had several meetings with your team to evaluate your webpages and blogs, and they can’t find anything wrong with them.

You should be aware that something isn’t necessarily working just because there isn’t anything “wrong” with it. “Good,” “fine,” and “okay” are not words that should define your marketing. These are words for things that are average, bland, and blend into the background. Effective, strong, and different and far better terms—and they are the descriptions that will cause the uptick in your caseload.

Asking the right questions can save you a lot of wasted time and money. For example, when looking over your marketing materials, don’t ask: “Would you hire our firm after reading this?” A lot of people will tell you they would hire you after reading your materials. Of course they would; they hypothetically need an attorney and there’s “nothing wrong” with your firm. This question ignores all the other possibilities out there: other firms, self-representation, and abandoning the case altogether.

Instead, ask your evaluators:

  • “Why would you make contact with this firm?” Marketing begins with your first contact. While people may not be ready to hire, they are ready to learn—and your free informational offer is a great way to break the ice.
  • “Why would you hire this firm above others?” Can you tell the difference between your ad copy and your competition’s? If you can’t, do you think your customers will?

Remember: the best law firm marketing ideas are the ones that keep you ahead of the crowd, not merely keeping up with it. Download a free sample chapter of our Great Legal Marketing book for more innovative ideas.

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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