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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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.