The Key Principle When Marketing A Law Firm Or Solicitors Practice

I was watching a Mark Wahlberg film the other day with my family when there was an act of violence that lead to someone’s head departing their body.

Never one to miss an opportunity to parent, I mentioned to my daughter that this is something that she should never do.

Having the same ‘genius’ sense of humour that I do, she responded with “Oh, now you tell me – oops.”

That’s the level of humour in the Jervis household; amazing isn’t it?The Key Principle When Marketing A Law Firm Or Solicitors Practice

The reason I am sharing this with you though is that it led me on to think about the business and marketing lesson contained in this silly little conversation.

I haven’t taught Megan not to decapitate people, but I have taught her to be kind to people and that violence is usually not the answer, so she knew decapitation wasn’t really on the cards.

If you teach or learn the principle for anything in life, you can make a lot of decisions from that moment forwards.

The principle I teach all of my clients when it comes to attracting new instructions to their law firm is this:

“Appear in front of your ideal clients at the precise moment in time that they are ACTIVELY looking for your services.”

The emphasis is on actively looking.

Let’s look at this principle in practice.

Do you think that the following examples are times when your advertisement for your services meets this test:

  • Harriet is reading a newspaper and sees your advertisement for business to business services.
  • Whilst browsing her facebook feed, Martha sees your advertisement for personal injury services.
  • Whilst walking to work Patrick sees your firm name splattered across the back of a double decker bus?

Was Harriet, Martha or Patrick actively looking for a solicitor?

No, they were not.

They had no interest in finding your services, just like the other thousands of people that saw the same advertisements, which means that they are going to be far less effective than other forms of marketing.

Contrast this with these situations:

  • Martha is moving house. She asks her removal company if they know a solicitor and they recommend one to her.
  • Patrick wants to start a new business. He heads to Google, types in solicitor to help start a business, sees your Google Ads advertisement, clicks it and calls your firm.
  • Harriet wants to make a Will. She asks a friend if she knows any solicitors. Her friend explains that she receives an email from the firm she used to make a Will every month. She searches her inbox, finds the latest email and forwards it on to Harriet.

Know the principle and you will save a lot of money on the wrong types of marketing.

“Appear in front of your ideal clients at the precise moment in time that they are ACTIVELY looking for your services.”

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Carl Atkinson

I have enjoyed working with Nick over the past couple of years and his advice has helped me manage and improve the marketing of my business.

Nick has provided many helpful and practical suggestions to improve my marketing strategy and I am happy to recommend 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.

Mark Shepherd

I have worked with Nick for many years. He is an excellent consultant and helps law firms and businesses attract the clients they are looking for. Highly recommend.

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.