THE One Silver Bullet For Your Law Firm Marketing

Everyone wants the one silver bullet that will magically and overnight transform their law firm marketing and ensure a steady and growing number of clients approach them for assistance. I am often asked “What one thing can I do to instantly generate new clients?” Well I am going to share it with you in this article. Whether your recognise it and apply it is up to you, but I am sharing the secret of the ‘One Silver Bullet’ with you, the rest is up to you.

On one of my recent meetings with a good consultancy client, I spent some time with their senior staff discussing marketing in small groups. Each of those groups asked me to give them the “Silver Bullet” that would work easily and quickly for them. What one thing could they do to generate new client instructions? What’s more, how could they do it with no budget and no spare time for this “marketing thing” that they were really not interested in?

I love this question. The funniest part is that it makes a huge assumption that there is just “one thing”, and not only that, but it should be really easy and cost nothing to implement. Well part of the secret to successful law firm marketing is to realise the truth that there is not just one thing that could transform your firm; there are many different things that you can and should be doing. The second part, and perhaps the most important point, is that these will be different things for different firms, depending on the type of legal services offered, the clients being targeted, the budget available, and how quickly results are needed (are we talking a steady campaign or more of a “If we don’t get the clients through the door in the next 14 days we will run out of cash”).

I have a friend in business who from time to time struggles with the challenges that we all face as small business owners. I remind him of the secret to long term success: “If it was really easy, they would all be doing it”. If it was simple to have a hugely successful and profitable business, all of your competitors would be doing it. If you could just do “One Thing” to market your law firm and have all the clients that you will ever want or need, your competitors would do the same as you.

Think about your own professional services; if it was really easy for people to do their own conveyancing, clients would not need you. If I could negotiate my own business contracts I would not employ a solicitor. You have spent years honing your legal skills so that you know the pitfalls and problems that might arise during a legal transaction, and more importantly you know your way around them.

Marketing is no different; it is a skill that takes time to master and learn. Whilst there are things you can do instantly to generate new instructions, if you want long term success and stability the secret is to try new marketing initiatives relentlessly, and above all else, be consistent in your marketing. Trying Pay Per Click advertising this month, then Search Engine Marketing next month followed by a one off advertisement the month after will not work. Trying one method of marketing and then sticking with it, and permanently optimising it’s performance will lead to success. You can try other methods simultaneously, but you must stick with them all. If your time is limited, one at a time is the best way to proceed.

Now you know what the ‘One Silver Bullet’ is for your law firm marketing, what are you going to do with it?

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Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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