3 Things That Make Successful Marketing Hard for Lawyers
It’s challenging for a law firm to get its name out there and stand out from the others. There are so many new lawyers, new law firms, and many big law firms willing to spend millions of dollars plastering their names, faces, and phone numbers everywhere. Maybe you’ve tried the billboards and PPC, and maybe you’ve tried a grassroots approach, too. If you’re dissatisfied with how your attorney marketing campaign is going, there are probably a few reasons it’s not working as it should.
Here are three reasons your advertising campaign might not be working:
- People are ignoring the ads. People see thousands of ads every day. It’s almost impossible to open your eyes without seeing a few dozen ads, whether it’s a TV commercial or a simple logo that catches your attention. You’re not looking at them, are you? It doesn’t matter how many times you see a logo if it doesn’t mean anything to you right now. People ignore the ads unless they need to, but it’s important to be there when they need you.
- Unlimited competition. Okay, so it’s not unlimited competition, but it might seem like it sometimes. There are plenty of options for someone looking for a lawyer, and they can’t always tell by an advertisement which the best lawyer is, regardless of claims to success.
- Lawyers’ reputations. Let’s face it, lawyers, especially personal injury attorneys, get a bad rap for being ambulance chasers and gold diggers. That may be due to the history of lawyers who drool at the sight of an injury due to a crack in the sidewalk or half an inch of snow. The good news is that it is easy to set yourself apart. If you ignore the classic “I’ll help you sue them for everything” approach and focus on providing relevant information to your possible clients, you’ll come off as helpful instead of greedy. That’s who they want on their side.
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 Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.