Lawyer Marketing - It Shouldn't Be About You

Let’s face it – we’ve all seen the websites with tons of fancy graphics and Flash that take 30 seconds to load up even with a high-speed internet connection. We’ve also seen the glossy full page ads in magazines with eye-catching images but little else. And who can forget the latest $2 million dollar Super Bowl ad?

Oh wait, that’s exactly the problem. We tend to forget or overlook most of these approaches to marketing and advertising. Why? Well, for one thing, we are bombarded with literally thousands of advertising messages each day and our brains are adept at filtering out nearly all of them. Plus, most marketing campaigns or ads look almost identical, and worse yet, most of them are incredibly boring. If you don't believe me, just thumb through your local Yellow Pages and take a look at the ads you see.

So what messages make it through? The ones that are genuine, interesting, and most importantly, that speak directly to us. Unfortunately, most legal marketing consists of lawyers telling us all about themselves. They want to prove they are bigger, faster or better than the lawyer down the street.

Bottom line, though, is that most people just don’t care. They simply want to know that you understand their plight and their issues and that you can defend their legal rights, eliminate their worries, or recover fair compensation for their injuries.

The most successful legal marketers make a connection with their clients by providing them with quality information that educates and builds trust. This happens whether they are marketing through their websites, their blogs, their newsletters or any other medium. Take the time to understand exactly what is keeping your clients up at night, give them useful information that speaks directly to their problems, and you’re on your way to improving the results of your marketing.

And I guarantee it won’t cost you $2 million dollars.