Legal Marketing Mistakes And How To Avoid Them!

5 Sure Fire Ways for your Legsal Marketing to Fail

1. Don’t define what you want marketing to achieve for you

This is the number one pitfall of nearly all campaigns. You are guaranteed to fail if you don’t decide up front what you want the campaign to do for you. Without formulating your critical success factors for the marketing initiative you will never be able to measure success/failure or degrees thereof – everything will be outside your control as you constantly grapple for straws.

Practical tip: : This is guaranteed to happen if you say yes to a speculative call from a newspaper which has some “last minute advertising space” but you must agree to advertise “today” or the firm of solicitors next door to you will be offered the slot. Let them have it!

2. Try to please everyone

By trying to be all things to all people you are fairly likely to appeal to no-one. This is the one area of marketing where less is definitely more. Focus small and own that market, rather than trying to attract every one and having your campaigns so broad and generic that they lose their message and appeal in the process.

Practical tip: : Marketing is about appealing to your target market. If you do not know who you are communicating to, how can you appeal to them?

3. Communicate too little or too much

There is definitely constant conflict on how much to say and when. In a nutshell, short copy is great if you have a lot of services you need communicated in one message. Long copy is best if you have one service and you want to communicate your unique brand offering in a way that takes the reader through a sales process. Even in long copy though, you need to determine no more than three key benefits of your product/service and reinforce these over and over again so that the message comes through clearly. By saying too little you won’t grab the reader and draw them in, by sending too many messages you’ll confuse. The key is to say little, and reinforce often.

Practical tip: : For help drafting advertisements see my article in the newsletter archive on the website here: Solicitors Advertisements.

4. Not understanding your target market

Market research is one of those highly specialised areas that often confuses the practical marketer, but this area will be ignored at your peril. Investing time and resources in getting into the minds of your selected target market will be repaid ten-fold. And, the research does not have to be complicated or outsourced. In-house data-mining, CRM (customer relationship management) data analysis, focus groups with some of your customers; are all cost effective options that will provide valuable insight. If you haven’t done something to understand your customers better in the last 3 months, it’s time to block off an afternoon to invest in your future.

Practical tip: : Take a handful of client files from your drawer. What similarities do your clients have? Are they all of a certain demographic, or is location the key? If you find a trend, you can attract more of the same type of clients by focusing your activities on that group.

5. No time to think – just do

This is the one area that is becoming a chronic sickness in all marketing efforts. By working on fewer campaigns but investing focused time and energy around their effectiveness you will achieve more and do so with less stress and more fun.

Ready To Take Action And See Results Now?

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Law Firm Marketing

Chris Thomas

As usual with Nick he was super informative and helpful and gave me some very good tips for me to go forward with. He exudes positivity and makes dealing with him a pleasure. Also gave me a steer in helping two other contacts I have who may be able to use his services

Emerson Scotland

Brilliant, insightful and a great discussion. Nick certainly knows his stuff and makes you feel at ease.

Tim Bishop

As the owner of a small to medium-sized law firm, I have found that Samson Consulting’s Marketing4Solicitors monthly newsletter has proved absolutely invaluable throughout the last three years or so. Of all the marketing advice I’ve had over the years, this has proved by far the best value – bringing us tens of thousand of pounds of extra work every year.

One of the best tricks Nick Jervis [who owns Samson Consulting] uses, is not only to identify the kind of marketing actions a small or medium-sized business can take themselves, but he also explains why it works and most importantly then takes you through, step-by-step exactly what you need to do. As someone who is passionate about growing my business, I really look forward to receiving Nick’s excellent newsletter every month.

It’s worth pointing out that initially I was sceptical about his promises – so many marketing businesses promise the earth. But within a couple of months I was absolutely convinced he was right and I have been hooked ever since.

I recommend Nick Jervis and Samson Consulting without any hesitation whatsoever.

Tim Weir

Having implemented a raft of improvements to our website and marketing campaigns suggested in Nick’s excellent books, I decided to contact the man himself for a one-to-one discussion.

The thirty minutes spent with Nick on that video call provided me with more business improvement tools than I could’ve hoped for. Nick even took the time to give me some insights on client conversion particular to our area of practice.

Online reviews are often brimming with trite phrases and hyperbole, but I cannot find any other way of saying that my only regret is that I didn’t contact Samson Consulting sooner.

Vinay Tanna

As a medium sized Law Firm we have been dealing with Nick for a good few years now – his assistance and support delivered in a friendly but professional way has been invaluable; added to this, coming from a legal background he has a firm understanding of what solicitors require.

At our initial meeting with Nick he advised on various marketing strategies including simple changes to our website that would enhance traffic to the site.

We are now working on a new marketing project and know, as always, we are in safe hands.