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.

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Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Law Firm Marketing

Case Study

One Partner Law Firm Changes Direction

We’ve been working with Nick about 10 years and throughout this time I have always valued his expertise.

When we first made contact with Nick we had been recommended to get in touch with him by another solicitor to “give us a hand with marketing”.

At that time we were focusing on personal injury work, but we had already decided to enter the medical negligence market.

Obviously breaking into a new market takes time and we still needed the income that came from the personal injury work to finance this going forward.

Nick put together a high conversion website which meant we had all the personal injury work that we needed allowing us to build the medical negligence side of things up gradually.

Now we specialise exclusively in medical negligence. Nick has been part of that growth in terms of strategy and the use of Google Adwords to generate good quality leads.

As part of that, he helped us with the entire website build, making it very marketing focused and it has worked extremely well.

As a result our firm has gone from strength to strength, more than doubling fee earing staff and turnover.

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