The law firm you work for, or the firm you run, might look great on paper and have a great marketing campaign that puts its name out there. With all the work that’s been put into the marketing, it should work, right? So you might ask, why isn’t this working?
If you look at a law firm, you might be able to tell if it’s a good law firm or a bad firm. You can look at its success record, business card, offices, and lawyers’ credentials. But that’s not what people see when they’re looking for a lawyer. When someone sees a few dozen law firms and they’re looking for only one, they don’t have time to compare every detail of each firm and figure out what’s best. That can be good or bad.
So what do firms do? They spend millions of dollars on billboards, park benches, and commercials. The problem there is that every law firm, including your competition across town or across the street, is doing the same thing. It’s hard to set yourself apart when you’re doing the same thing as everyone else.
So what should firms do? Acknowledge the idea that your strategy might not be working as well as you’d like, and try something new. But what if you try something new and the competition picks up the people who could have been your clients? Don’t worry. They won’t because they’re probably doing the same marketing everyone else is—which is even more of a reason to think outside the box and improve your marketing strategy with something new.
For advice on how to improve your marketing strategy with new ideas, take a look at the Great Legal Marketing website from Ben Glass. There, you will find a few sample ideas, and you can order a free chapter of his book before you buy it.