Be Specific When Marketing Your Law Firm

What Do Lawyers Do?

A survey on the front of the Law Society Gazette this week by YouGov reveals that 68% of people are largely ignorant of what Lawyers do.

This immediately reminded me of the story told by Claude C Hopkins, an advertising expert, who in 1919 was hired to work with Schlitz beer. At the time the company was struggling to make profit and were only 15th in terms of beer sales.

Hopkins was asked to work with them to improve their business. When he asked them what was special about their beer they said that it was ‘pure’ because of the way that it was produced. Hopkins noticed that nearly every beer manufacturer claimed that their beer was also ‘pure’. He asked to go and see their factory in Wisconsin to see the brewing process in person to understand it and to see if he could use in in Schlitz advertising.

Hopkins was amazed by their brewing process. They used the deepest wells to find the purest water to use in their brewing process, and glass enclosed rooms to avoid any contamination of their beer. All of their bottles were cleaned and re-cleaned to ensure they were completely clean and would not taint the taste of the beer, and only the best yeast was used in the brewing process.

Hopkins was excited and suggested that this process must be explained in their advertising. The executives at Schlitz explained that all of their competitors prepared their beer in this way so they did not think it was worth mentioning. Whilst they might all prepare the beer in a similar way, the clever Mr Hopkins realised that no-one explained to their customers how they made their beer. Schlitz advertising was changed and in only 6 months they had the best selling beer in America.

I started off by commenting on the YouGov survey commissioned by the Legal Services Board on the front page of the Gazette (7th January issue) with the headline "Public ‘don’t know what lawyers do’". How should they know what you do? Have you ever told them? Have you ever explained the process that lawyers go through to qualify, how they are trained in practice, how many years of experience are applied to every case that they handle, and most importantly how that experience is used for the benefit of every client (with real term examples)?

You might say "But all lawyers do it this way". They do, as did the beer manufacturers. It is the ones that explain best what they do that win. Are you winning?

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Law Firm Marketing

Case Study

“We’re busier and more profitable than ever before, but we’re also having more fun too.”

I came across Nick and Samson Consulting back when I was employed and looking for help to grow my caseload.

Unsurprisingly I found him on Google (he definitely has a knack for that platform!), while looking for a legal marketing expert, and ended up joining his Marketing4Solicitors group, learning from afar for several years.

His advice was smart, sound and – most importantly – it worked.

And that’s why when I came to start my own firm up three years ago, I pretty quickly ended up giving Nick a call and started working with him.

I had used another company to help me with some online marketing before that, and to be honest – it was an absolute disaster, costing huge amounts of money and not really delivering any tangible results.

I hoped that wouldn’t be the case with Nick, and I was right.

I brought him right into the business, getting him involved top to bottom, and I can honestly say that it’s the best thing I’ve ever done.

His guidance quickly starting paying dividends, as he coached and mentored me on how to generate more interest and achieve more client instructions, as well as generally how to structure the firm in a way that was the most profitable and productive.

Three years in, and I’m over the moon with the impact that Nick has had on my business.

We’ve got a clear focus and a direction, we know why we do what we do, and most of importantly at all, we’re more successful.

We’re busier and more profitable than ever before, but we’re also having more fun too.

That’s one of the best things about working with Nick – the fact that the advice and guidance he gives is so holistic.

It’s not just about making money, although he has had a huge impact on that for us, but it’s also about helping me to enjoy my life, and growing my firm in a way that means that I have more money in the bank, but more time to enjoy life with my family too.

I guess that’s what makes him so different to others out there – he really does have my best interests at heart and I trust him implicitly.

It’s hard for me to convey just how good Nick is at what he does – before I started working with him, I thought I was pretty good with PR and marketing, but the truth is that in comparison to Nick, I really don’t know anything.

Nick really is a very, very smart guy, and when it comes to running a profitable legal firm, I think there are very few people who could touch him.

And that’s why I’m glad he’s on my team, and that isn’t just hyperbole – he really is a part of my team: any significant business decision I make is run by him first, because I know he’ll give me useful, tangible and practical advice that’ll result in the best outcome for me and the people I care about.

Before working with Nick, I felt like I was on my own, and the future of the firm was on my shoulders; to be honest it was quite a weight.

But now, I’m relaxed about the future, because I know that I’ve got Nick in my corner, one of the smartest marketing minds I’ve ever come across, and a truly honest good guy to boot.

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