I know that a lot of solicitors become slightly terrified by their competition. I know this because they tell me. They look at their website and think that the firm must be doing so much better than them, or see them advertising and believe that everything must be going swimmingly for them.
99% of the time they couldn’t be further from the truth!
My story of my competitors might make you feel less worried about your competition.
As you know I offer downloadable guides from my website for solicitors on a large variety of law firm marketing topics.
I do this for two reasons:
1. It allows a solicitor to read my materials before speaking with me to see if I know what I am talking about; and
2. It proves my expertise in the legal marketing arena.
The second part is important. I couldn’t write all that I do about legal marketing and offer a number of legal guides if I didn’t live and breathe law firm marketing, which I do and have done for nearly 30 years now.
The funny thing is that a lot of my free guides are downloaded by my ‘so called competition’.
When it comes to Google ads I constantly have generalist digital marketing companies downloading my Google Ads Whitepaper and all of my other marketing resources.
They download my guides usually because they have landed a law firm client and they now need to know how to do marketing for law firms. I know this because I have asked a number of them and they are happy to tell me, which I have to say I find utterly bizarre.
The point is that whilst they might know the very basics of running a Google Ads campaign, they have absolutely no knowledge of the nuances and intricacies of doing it for law firms, so they look to me to show them.
Most of the success my clients receives comes from my working with them on their website and on their conversion processes and procedures. This is where I can dramatically improve the return on investment for a client and have done so time and time again.
A general digital marketing agency cannot acquire this knowledge from reading my guide. It has taken me 30 years and I am still learning.
So I don’t fear my competition. I do, however, feel frustrated and saddened that another law firm has fallen for a glossy pitch and is going to pay over the odds for a below par service. But I don’t fear the competition.
You shouldn’t fear your competitors either.
If you are good at what you do and have true faith in your skills to deliver a quality legal service, you have nothing to fear from your competitors.
One final point.
To beat your competition you only have to do slightly more than they are doing. As many law firms do very little, you are probably already beating them. I bet they keep seeing your ads and cursing how well you are doing….
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