Think different and solicitors marketing

If you ever come to my office, you will find a picture of Steve Jobs on my wall, with the grammatically incorrect statement beneath it saying ‘Think different’. This was one of the Apple advertising campaigns, recently copied by a car manufacturer who has also left the ‘ly’ off. It does make you take note because you know that it is not right, so maybe that is why it worked so well for Apple.

Anyway, why is it on my wall?

Well, first, the picture is not actually a picture, but a framed T Shirt, made by a beachside artist – a memento from a fantastic family holiday.

I was reading Steve Jobs biography on that holiday, and whilst it does not paint a great picture of him as a family man or as a boss, it did remind me of that fact that he really was a very canny marketing man with a real eye for detail.

So the ‘Think different’ is there to encourage me to think in new ways and not to get stuck thinking in exactly the same way as my competition.

I do not think that the caption in question was one of Steve Jobs’ own, but he did come up with some other great ideas.

My favourite are the names he has given to so many aspects of the Apple products which give them an air of mystique when compared to their competition.

And for legal services, that is a really interesting thing that you can copy and use to your own advantage.

You see, when a client is choosing a legal provider, 9 times out of 10 they will not just be looking at your firm, but also comparing you alongside your closest competition.

How can a prospective client compare your service when you both do exactly the same thing, you might ask (as indeed I am often asked)?

Well, that assumption is a very costly mistake to make.

Even before the prospect contacts you, you can do many things to make your firm stand out from the competition, to give you that competitive edge.

Some of the things you can do you can copy from Mr Jobs own marketing armoury.

Take a close look at the Apple website and how they name some of their products, but also the features of their products, and you will notice that many of them are uniquely named.

If you cannot see what I mean, send me an email or reply to this blog with a comment and I will give you some examples, and explain how you can apply the Apple ‘think different’ logic to your law firm marketing.

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Law Firm Marketing

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.

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