Results. Service providers pride themselves on results. For example, RCN – “Ultra-fast, reliable internet”; Verizon – “America’s most reliable network”; and Meineke – “Doing car care right.” Personal trainers use before and after pictures. Business coaches use testimonials. These are great taglines and tactics, but they don’t work well in legal marketing.
Why? Because, as you know, it’s unethical for attorneys and law firms to promise results. Let’s be clear – you simply cannot guarantee results. Every case is different, every legal matter has its own set of mitigating and aggravating factors, and frankly, clients can be wildcards.
We had an exploratory call with a divorce attorney. A very successful lawyer with a thriving practice, well-versed in marketing lingo and strategy. We had a fantastic conversation, and she asked great questions… until, “So, how many clients will I get from each email blast you send?”
Let us tell you a little secret.
You’ll undoubtedly get more inquiries when you pay for Google Ad words. Ask any attorney, and they’ll confirm it. They’ll also tell you that not every one of those calls is someone they want to take on as a client or a prospect ready to hire. Unless you have the workflow to weed out those who aren’t ready or not ideal, it can be time-consuming.
We ask every client, “what are your goals?” Then we pull from our experience to put together a legal marketing plan.
You are Not Stuck
It’s almost like jury selection. As an attorney, you use your experience and the facts at hand to determine who you want in the jury box. Guess what? Even with your years of experience and the perfect jury, there are surprises.
The good news?
Legal marketing plans and strategies can be tweaked – unlike a jury.
Like Verizon, Meineke, and RCN, your marketing will keep you top of mind with your referral sources, prospects, and previous clients, so when a need arises, you are top of mind with your client promise.
Like personal trainers and business coaches, you’ll share client successes to showcase how you work with your clients to get them the best results. That’s what you should get out of your marketing agency – what worked in the past for the lawyers and law firms they work with and how they will help you.
If you have any questions or need help with your legal marketing strategy, reach out!