You Are Not Promoting Your Legal Services Enough Times!

The old marketing adage is that you have to present a new product, service or business idea seven times before someone understands and embraces it. Does this still apply today? My experience in promoting my solicitor clients’ services and my own, both in terms of marketing for law firms and Loyalty Law is that the number is now far greater and I would like to explain why for your benefit.

If you think about how many interruptions your potential clients face in a day you can start to understand why. They might wake up in the morning to a commercial radio station or television and face many advertisements.

If they decide to read the newspaper again they are faced with many advertising messages, some obvious, others concealed as news items. All of them are vying for your client’s attention and your client is already under time pressure to leave the house to get to work.

Once they leave their house for work either on foot or by car they will again face the radio or a podcast with advertising, but also now billboards with more advertising and buses and vans plastered with advertising messages.

Arrival at work leads to the biggest time wasting exercise of your client’s busy day, checking email and Social Media websites (which now generally all have their own forms of advertising). Your client’s emails will contain spam advertising and requested advertising from trusted suppliers like Amazon, Tesco, or maybe even Co-Op offering you 200 club points if you make a will (yes I received this offer – de-regulation is already here really).

How do you cut through this clutter? How do you or I reach our clients with the message that we think is relevant and important to them? Well you certainly have to try at least seven times, yet now I think it is probably even more than that, maybe 10 or 20 times. Having a great product or service was never enough. This is even more the case now. You have to have a great product or service and shout it from the rooftops in as many ways as possible.

Take my own recent example. I know Loyalty Law is a going to be a great service for solicitors. Some solicitors immediately embraced it on the first mention of the service. Since then we have written letters, sent emails, run a webinar, joint ventures and promoted the service in probably around 10 or 20 other different ways to make sure we reach the right audience. We have then kept following up. The funny thing, and this still gets me after 20 years in the legal profession, is that it is often the 10th or 15th or 20th communication that suddenly prompts someone into action. We have people signing up now for Loyalty Law that first heard about the scheme two months ago.

Now of course if you promote your business or service effectively, as you must do now, you will from time to time upset someone. Embrace this, unless you are upsetting someone you are not promoting your message enough. For each person that I send another communication to them about Loyalty Law that complains about it, another two more will send back their application forms for Loyalty Law grateful that I have prompted them into action.

In my first legal practice I sent a letter to all Wills and Probate clients. It generated thousands of pounds worth of instructions. It also upset a family who had lost a loved one recently. That was not pleasant and could have been avoided had the database been correctly updated, but it allowed us to update our records so that it did not happen again and to send flowers and sympathy. The managing partner stopped the campaign for fear of upsetting anyone else, costing the business thousands more in lost revenue. You will upset people from time to time, hopefully not in this way. Do not let it stop you from promoting your services, but learn from it, put in place systems to ensure your database is always up to date, but keep telling people what you do or they will forget, walk away, or be consumed by another firm’s brighter and more frequent contacts.

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Law Firm Marketing

Case Study

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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