A Classic Marketing Mistake For Solicitors And All Businesses

Classic Marketing Mistake For SolicitorsI am a member of a business mastermind group. Once every couple of months I get together with this group of smart minds and we spend a day together with specific time allotted to each other’s business to take apart a current challenge, disect it and then put it back together. The power of five brains instead of one makes this a very useful and powerful process and it has had a massive impact on my business.

Our last meeting was in Edinburgh and one of my fellow group members had created a new website and he wanted our feedback on why it was not working as he had hoped and anticipated.

I should first say that this is an incredibly bright man. He has spent tens of thousands of pounds advertising his products online and made a fantastic return on his investment. In his sector he is a renowned expert.

He uses all of the methods I use to market his existing products, i.e. Google Adwords, website marketing, article marketing etc. He focuses heavily on lead generation instead of trying to dive straight in for the sale. This is very important and a very clever thing to do as with most websites for every 100 people that visit no more than two of them will actually contact you and ask for your help. In other words, 98 people will leave your website having gained no value from their visit. Therefore, if you offer them a highly relevant and attractive free report in exchange for their email address, you can then follow up the sending of that report with several more relevant and helpful emails, thereby giving yourself not just one bite of the cherry on the first visit to your website, but many more chances of success with each subsequent email that you send.

So it is fair to say my fellow masterminder knew all of this as that is he how he built his very successful business. However, his new venture was in a completely different business sector, and he made the mistake that so many business owners make. He researched the sector and in doing so he noticed that all of his competitors went straight in for the big sell, i.e. trying to sell the whole service from the first visit. Amazingly, considering his depth of knowledge, he did exactly the same as everyone else and also decided to go straight for the big sell…

Therefore, when he asked us why it was not working there was just a moment’s silence before we all ferociously berated him for making the mistake of copying his competitors. Instantly he realised what a daft mistake he had made and he is now busy correcting it.

However, I know he is not alone. So many solicitors make exactly the same mistakes. They look at where their competition advertises or how they market their services and they do exactly the same. Yet it is in looking outside of the industry and trying techniques from different sectors that you can achieve outstanding results. Doing the same as everyone else will not get you great success; trying something new might do.

In the jewellery trade prices never used to be displayed on the jewellery and they did not use posters to market their products. Gerald Ratner was the first to do so and it meant he quickly became the UK’s biggest jeweller (before the comments which cost him his position).

Try a new marketing tactic that you take from another sector, test it and see if it produces amazing results for you. If it does not, try another one, and another and another. It might take 10 attempts, but one of them will work really well. When it does, you have a good few months before your competition try and copy you.

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A straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

I first stumbled across Nick when searching on Amazon for help growing a firm in the legal sector.

Straight away I was struck by his no-nonsense approach, so after checking out a preview of his book, I bought it on Kindle and started devouring it straight away.

What was immediately apparent was that Nick really does know what he’s talking about, which was hugely refreshing in an industry with plenty of bluffers and chancers.

I found the fact that Nick has actually been there and done it in the legal world very compelling indeed, and after finishing the book, I knew there was plenty he still had to teach me.

I booked a free call, which contained plenty of value, but what became clear is that if I was really going to get Nick’s personalised help to grow my firm, I needed to do it properly, so after speaking to a couple of Nick’s clients to reassure myself I was making the right decision, I took the plunge, and booked the Steady Stream of New Clients meeting.

And I’m so glad I did.

From the moment my wife Rachael and I arrived, Nick put us at complete ease and we quickly built up a strong rapport, and thanks to the pre-meeting preparation put in by all parties, we were able to wring a huge amount of value out of it, because most of the fact-finding had already been completed before the meeting began.

Consequently, the meeting was chockfull of useful, actionable information, and most importantly, that information was grounded on what actually works in the real world – no theory in sight.

When we left Bristol, we were hugely energised and excited; but more than that, we also had clarity, and three days later, things were even clearer, thanks to the report Nick prepared for us detailing exactly what marketing we needed to be doing AND how to make sure that that marketing was actually implemented.

Having used a consultant in the past, my biggest fear was that there’d be a lot of talking around the issues, and a whole lot more questions than answers, but that simply isn’t how Nick works.

Instead, he calls a spade a spade, and fuses that straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

If you’re considering booking one of Nick’s Steady Stream of New Clients meetings, I would say, unhesitatingly, that you need to go for it”

Bill Ward, Ward Trademarks

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