Why Thinking Like A Lawyer Hurts Legal Marketing

To market your practice, you need to think like your clients. NOT like a lawyer.Always think about your goal for legal marketing: to attract your ideal clients and land the significant cases. Are your perfect clients other lawyers just like you? In most cases, they're not, and that's why if you think like a lawyer when developing your legal marketing you're not going to get anywhere.

Lawyers are taught to be methodical, follow the rules, and adhere to the facts, which is all great for the courtroom, but horrible for legal marketing. What are some of the most memorable marketing stunts you've recently seen? They're the out-of-the-box, non-traditional sort of ads/marketing collateral that make people sit up and take notice.

Your work as a lawyer makes you immediately think of the facts. Too often I've seen lawyer's thought process toward legal marketing go as such:

  • FACT: my clients are looking for a personal injury attorney
  • FACT: my competitors advertise in the Yellow Pages
  • FACT: they're getting clients
  • CONCLUSION: I should advertise in the Yellow Pages and let my clients know I'm a personal injury attorney

Wrong! That legal marketing concept so sterile it's a wonder that anyone with that one-track minded approach would ever get clients, let alone their ideal clients.

I've got a lot more to say about the dangers of thinking like a lawyer when it comes to legal marketing and running a business in my article library. There's a time, and a place for thinking like a lawyer and your legal marketing is not it.

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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