Is Your Law Firm’s Advertising Reinforcing Old Stereotypes? It May Be Time for a Change
You’ve probably heard a ton of jokes that involve a lawyer as the punchline. This is one of the main reasons legal advertising is so difficult: after years and years of ad campaigns that beg for the consumer’s attention, the public has begun to see attorneys as uncaring and unethical.
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Don’t believe it? Next time you’re at a party, introduce yourself to someone as a “personal injury attorney.” Watch their expression carefully. Pay attention to how quickly they disengage from the conversation.
It’s not your fault, but it may not be theirs, either. Years of terrible ads and portrayals of shady lawyers in the movies and TV have given attorneys a terrible reputation. Think of the last movie you saw where the attorney wasn’t—at best—boring; at worst, greedy and heartless. It’s probably pretty difficult.
But that’s not the worst news. The terrible thing is that you’re probably reinforcing a lot of these negative impressions with your current ad campaign. Bland messages with little more than the word “injury” and an 800 number are impersonal and cold, and only convince your readers and listeners that they don’t mean much to you.
However, you can change your readers’ minds by focusing and honing your law firm’s message:
- Education. Providing useful and helpful consumer information to people who need it is not only great marketing, it’s a way to convince readers that you are trying to help them. After all, the information is free, so how could you be seen as “greedy” when you’re giving something valuable away?
- Communication. Good marketing will appeal to your ideal client’s immediate questions and address his problems, rather than just offer statistics on a page. You are building a relationship with the customer even before (or whether) he chooses to hire you—again, at no cost to him.
- Distinction. Offering information freely to your reader establishes trust. Now when he needs legal information, he will likely come to your site first because you have been helpful—unlike those “other lawyers.”
Not only are these marketing efforts more effective, but they’re also usually less expensive and require less of your time. The best law firm marketing tactics are always ones that do most of the work for you, running independently so that you can focus on helping clients efficiently.
Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”
In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.
This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.
Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.
YOU can get this special report FREE just by clicking the button below and requesting your copy. This is the “gateway” report to Great Legal Marketing, where you will learn our marketing philosophy. You will probably find the information in this report refreshing compared to all the junk information about marketing supplied by marketing vultures who want to sell you a new social media campaign.
Request Your FREE Copy of the 10-Step Program for Marketing Success TODAY!
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.