The 6 Stages of Your Legal Marketing Message (Part A)

There are 6 basic stages that your legal marketing should lead your client through to make them a permanent fixture in your herd of fans. Establishing a client as a loyal fan in your world is a long and dedicated process, but the payoff can be invaluable to your law firm.

Stage 1: Tell Them Who You Are

Your clients can't love you if they don't know who you are. Therefore, your first goal with your lawyer advertising should be to establish a unique selling proposition for your services. Don't be just another lawyer in the Yellow Pages or link on a search engine results page. Your legal marketing needs to sell you in a way that makes you stand out from all the other lawyers out there

You are not just a lawyer; you may have a family, be a marathon runner, or own a collection of vintage baseball cards. There's something unique about all of us that can help set us apart from everyone else on the planet. You should be looking to do this for your law firm as well.

Stage 2: Make Them an Offer They Can't Refuse

Your clients aren't necessarily looking for just any lawyer willing to take their case. Today's client is much savvier about shopping around for their ideal lawyer. Consumers have the power of the Internet at their fingertips and they're all about using it to find more information on everything.

Your legal marketing needs to focus on offering them more of what they want. They're looking for information on their needs and your websites, blogs and newsletters can provide them with that information. Use your lawyer advertising to highlight your offers of free information.

Stage 3: Make a Good Impression

You've got some brownie points in your favor now: they know you're more than just a run-of-the-mill lawyer, and they've been given some great free information. Once you've caught their attention, your legal marketing kicks in to seal the deal. You should be following up with more information, more books, and overload them with what they're asking for.

Once you've got them this far, they should be convinced you're more than just talk - you're the lawyer to go to! Your lawyer advertising said you were more than just the average lawyer, and now you've proven it. Keep reading to see the next 3 steps of creating a lifelong fan.

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Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.