Peacocks, Elephants And Law Firm Marketing

What do peacocks and elephants have to do with law firm marketing, I hear you say?

Well, once you have finished reading this page, not only will you know the answer to this question, but more importantly you will have the knowledge required to never waste any money on marketing your law firm again, and you will also have a visual ‘trigger’ to cement this test into your mind.

I believe that the visual trigger is important. I appreciate that your main passion is probably looking after your clients, so often marketing does not come naturally to you, but this image will help to instill this test into your mind.

First, we need to talk about mating.

Peacocks And Law Firm Marketing

The male peacock is a wily old bird. When it comes to mating he doesn’t put himself out too much. He likes the easy options in life. He is too laid back to go chasing around after a female companion with which to mate.  No, instead he just stands there, fans his beautiful tale and let’s the female come to him. Job done.

However, when it comes to the elephant, he doesn’t have a lovely tail to fan. He has a trunk but that doesn’t seem to have quite the desired effect.

So Mr Elephant is a little less subtle, and as shown from the image over, to put it bluntly, he just kind of gets on with it.

Mating Elephants And Law Firm MarketingI use the elephant to explain the concept of ‘interruption marketing’. Mrs Elephant is minding her own business when Mr Elephant decides it’s time for some fun and games and jumps on her.

This is the same form of marketing you experience when watching television and an advertisement appears before you, or you are reading a newspaper and 100 different advertisements are jumping up and down clamouring for your attention.

Any form of interruption marketing is less effective and more expensive.


The message is presented to an audience, most of whom have no interest whatsoever in your product or service at that moment in time.

They might be looking at sports news, local news or business matters when you tell them that your conveyancing services are the best available. If they are not moving house at that precise moment in time that message is totally irrelevant to them.

I hope you can see why interruption marketing is both more expensive and less effective for you.

You need to put your message in front of thousands of people to generate only a very small response.

Peacock Marketing

Peacock marketing, or attraction marketing, is much more effective, because your message is presented only to those people who are actively looking for your services at that precise moment in time.

Attraction marketing is much more effective because your message is presented to people who are actively looking for your services at that precise moment in time.

Therefore, to make it work, you need it to be seen by far fewer people.

If you present your advertisement to someone who is actively seeking a conveyancing solicitor (following on from the example above but this applies to ALL legal services) placing it in front of just a handful of people can produce the same results as the advertisement presented to thousands of people using interruption marketing. This makes it much more effective and much less expensive.

Examples Of Attraction And Interruption Marketing

Attraction marketing includes Google Adwords, anyone finding your website organically, people who have requested more information on a certain legal topic which you follow up with emails and telephone calls, and even your client newsletter when you get this right.

Interruption marketing is social media, television, radio, newspapers and direct mail.

Now that you know this, you can always call to mind the picture of the peacock and the elephant when someone is trying to sell you an ‘amazing opportunity’ last thing on a Friday afternoon which only costs you £1,000 but which if you don’t take your nearest competitor is definitely going to take… (I remember those days from when I was practising).

One more thing.

Before you spend a penny on any marketing activity, especially a new website design, talk to me free of charge. I am on a mission to stop solicitors wasting money on marketing activities that will never work for them.

I don’t want to sell you a website design – we don’t offer that as a service.

I do want you to spend your money wisely though, and it frustrates me no end when people come to me having already spent their entire marketing activity on something that is never going to produce new clients for them.

So call me and let me save you a fortune.

Details below:

Ready To Take Action And See Results Now?

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.

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Case Study

I’d always had a retirement date in mind, but before I started working with Nick, I didn’t imagine there was any chance that I’d achieve it

Whether you’re a sole practitioner or a large firm, you’ll get huge value from working with Nick, of that I have no doubt.

It was five years ago that I first came across Nick Jervis, and my only regret is that I didn’t start working with him earlier.

I was a sole practitioner, and for years I’d been advertising in the Yellow Pages and getting decent results.

But as time went on, the response diminished, I was struggling to get as many clients as I needed, and to top it all off, the Yellow Pages still kept pushing the price up.

Eventually, enough was enough – something had to change, otherwise my business was going to be in trouble.

I’d been aware of this guy, Nick Jervis, for a while, and as far as I could tell he was pulling up trees in the solicitor industry with new, sophisticated marketing.

But something had held me back – maybe it was a fear of the new or the unknown.

Whatever it was, I eventually overcame it, hopped on a train to Nailsea, and spent an enthralling day with Nick, where he explained exactly where I was going wrong, and what he’d be doing to fix it.

He certainly wasn’t all talk either, because he went about fixing it with quite some speed.

He got to work constructing a website that would actually convert clients, and then focused on getting me to the top of Google Adwords.

And once he’d done that, the response was spectacular – a few months earlier I’d been scratching around for leads, and now I was getting 3-4 qualified Probate or conveyancing leads direct to my email inbox every single day.

As a result, the turnover increased considerably, and with more breathing space, Nick and I were able to get everything working smoothly.

I was getting more leads, gaining more instructions and making more money than I ever had before.

I’d always had a retirement date in mind, but before I started working with Nick, I didn’t imagine there was any chance that I’d achieve it – the income just wasn’t there.

But with Nick’s help, things changed quickly and significantly, to the point where I was able to reach my retirement date – I’d been at it for 42 years and I decided enough was enough!

Thanks to Nick, I stopped doing Probate and conveyancing, and stepped into semi-retirement as a notary public, which gives me just enough to do to ensure I’m out from beneath my partner’s feet – needless to say, Nick still helps me get work via Google Adwords.

I can’t overstate this enough – Nick changed my life, and for that I will always be grateful. Where I was struggling, Nick stepped in, transformed things and ensured I met my personal and professional goals.

Whether you’re a sole practitioner or a large firm, you’ll get huge value from working with Nick, of that I have no doubt.