Sending the Right Message with Your Legal Marketing (Part B)

It's All about Your Client Now

Traditional lawyer marketing focuses on sending the legal marketing message of what they can do for their client. Of course every lawyer is going to provide the same basic services on your claim. Consultations, case filing, court appearances, discovery, trial...there's no real distinction in our services at the basic level.

Just like if a client goes to the mechanic for an oil change, they expect the job gets done and end of story. They don't care how the process is done, or what type of wrench the mechanic uses, your typical consumer goes to a professional for service and just trusts that they know what they're doing without needing to know the particulars of their job.

That being said, your clients are really interested in one thing: what benefits they're going to get out of hiring an attorney (specifically you). This is where you need to really target your marketing content to reflect how your client will feel by hiring a great lawyer.

Tell Them How They'll Feel

Consumers love to hear about a product or service when it's personally focused on their benefits. What will your services do for them? How will their lives be better by hiring you? This goes beyond the end goal of a successful legal resolution to their case, and extends to your relationship with them throughout your attorney/client relationship.

The marketing content for legal matters focuses on how the client will feel with you as their lawyer. Your legal marketing message should be about the relief they'll feel having an experienced, trustworthy lawyer working on their case. Your marketing content should be telling them how you're going to remove the stress from their daily life by taking care of their legal issues for them.

Your potential clients are worried not only about their legal matters but also about whether or not hiring you as their lawyer will be a good decision. Your legal marketing message and marketing content needs to allay these fears and make your client confident that hiring you is a great decision. Not only is this a stronger, more attractive message to send than just "I'm a good lawyer," but it's also a fresh approach to the tired old legal marketing messages.

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben Glass will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - 703-591-9829.

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