Should You Use Politics to Market Your Law Firm?
While every fiber in your body is screaming at you, “Absolutely not! No controversial topics! Stay away from politics!” There are scenarios where you should use politics in your legal marketing. Attorneys are understandably apprehensive about giving a strong opinion about controversial topics because they do not want to dissuade potential clients. Don’t be afraid to push buttons; it is okay if two-thirds of the room hates you if one-third of the room loves you.
You Should Use Politics If
It Attracts Your Avatar Client
An avatar, or ideal, client is your perfect client. The one that requires that least amount of energy that presents the highest reward and working with this person makes you happy. Not sure who your avatar client is? If you know precisely who your avatar client is and you find that almost all of them share the same political preferences as you, then your political opinion may be beneficial. It is okay to be yourself and want to attract clients similar to you because that is who you enjoy working with.
It is Relevant to Your Practice Area
If you are uncomfortable sharing your beliefs and political opinions, depending on your practice area you have an obligation to educate those who may be affected by new policies, discussions, and changes. You may share this information via website content, your newsletter, or seminars. Again, you can do this without providing your own opinion on the topic.
To illustrate how this can work, we’ll use immigration law. With President Trump in office, there has been much discussion about immigration laws. Whether or not you agree with the opinions, as an immigration attorney, you should be reporting on the information. Summarize policies, debates, and statements so that the people who could be potentially affected (your potential clients) are aware.
You Should Not Use Politics If
You’re Using it as An Excuse to Rant
A politically-charged venting session to your herd might leave you feeling victorious and pleased with yourself. But, if it’s not relevant to your practice area or the principles you believe in, stick to your personal Facebook and keep it away from your law firm. Before writing about politics, ask yourself, How will this help my law firm? If you cannot think of a reason, then you are writing for yourself and not your law firm.
It Zaps Your Energy
It’s difficult to discuss politics without feeling at the least aggravated and at the most downright angry. These intense feelings can lead to mental and emotional exhaustion and will hurt your productivity. If you find that writing about politics zaps your energy, then it is not a useful tool for your legal marketing.
How to Use Politics in Marketing Without Talking About Politics
The most effective way to incorporate politics into your marketing is by focusing on principles that you believe in.
Principle-based marketing will naturally attract clients that belong to a particular political party depending on where your belief lies by teaching your core values and principles you attracting clients similar to you. In fact, using core values and principles is more important than using politics because clients will naturally gravitate towards you.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Charley Mann
Charley is the Chief Marketing Officer at Great Legal Marketing and believes in results, Results, RESULTS!