Why Lawyers Fail With Their Marketing So Frequently

This problem is so common and so prevalent that I can almost guarantee that every solicitor reading this article has this problem in their practise to a certain degree. If you do not take the time to understand the problem and correct it with yourself, your staff, and all of your marketing communications, it will constantly damage your business. This article is here to help you make the changes and to reap the rewards for doing so many times over.

This problem revolves around the common quotation:

“Enough about me, what do you think of me?”

This quote is used to talk about somebody that loves to hear the sound of their own voice and stories about them and how well they are doing. We all know someone like this. However, it is also a serious problem for solicitors in relation to all of their marketing communications.

If I can give you an example, I once received an email from a firm of solicitors looking to join a Personal Injury Panel. We first need to consider and understand the position that this firm of solicitors is coming from; they wanted me send them more clients.

You would assume that any approach would involve a review of the website of the company that they are approaching to at least find the name of the person that they are approaching for referrals. This is the email I received.

Dear Sirs,

We have recently taken on a new fee earner with specialist knowledge in the area of asbestos claims. Therefore, we are looking for more work. Please can you tell me how we can receive some work from you.

Yours sincerely

Enough about me, what do you think of me?.

If we look at this email in more detail, it sums up very well the problem I am talking about with law firm marketing.

Dear Sirs

Comment: My name is easy to find on the website yet this firm did not even look for it. This is a solicitor looking for referrals and they did not even have the time or inclination and are not prepared to make the effort to find out the correct contact name. A poor start…. and unfortunately it did not improve.

“We have recently taken on a new Fee Earner”

Comment: The start of their email should relate to how they could have helped me, not their firm and their needs. It should explain how they have reviewed the website, found it to be of interest and believe that they could be of benefit to our clients. Instead, the communication is all about the law firm and what matters to them. Whereas that is of course the reality of their situation, it is totally, wholly, absolutely and completely irrelevant to the person that they are approaching for referrals, on this occasion me.

The rest of the email has little to be said for it. However, the next major flaw with the email is that it was the only form of communication that I received. If you have any knowledge of direct marketing then you will know that you need to send more than one communication and you need to use different methods of communication to have the best prospects of success.

The email could and should have been followed up with a telephone call (although, as they did not have a name to speak to they would not have got very far) and in addition, a letter. They should persist until they finally manage to speak to me. Even if I had said there were no opportunities at that time moment, they should make a diary note to contact me again in three months. Persistence is vital as one communication only is unlikely to lead to referrals. I cannot stress this point enough. If you are approaching a business for referrals you should make contact at least seven to ten times to stand a chance. If you only send one email or one letter, you will rarely succeed.

Where Else Is “Enough about me” Endemic In Solicitors Marketing?

1. Websites.

The next place that this problem is commonly seen with law firm marketing is on websites. The home page of the website and each page within the website frequently starts with information about the law firm, their experience and how long they have been in business. Where it should start is from my position, i.e. my position as a potential client.

If I land on a Family Law page, how am I feeling? What concerns do I have running through my head? Am I looking for a divorce solicitor or a solicitor to provide me with contact for children?

If I land on a Will page, am I concerned that my family will receive everything they are entitled to?

If I land on a Personal Injury page, am I in hospital or immobile? Have I been prevented from returning to work due to my injuries and therefore am worrying about being able to pay the next bills?

This is the position you must start with on your website; hHow has your client arrived there and what are your client’s concerns?

If I land on your website, I am not interested initially in hearing about you, what I want to know is how you are going to help me!

Once you have thought about my position, and answered my initial concerns, you can then move on to explain how the experience in your firm puts you in the best position to help me from where I am now to where I want to be, but if you don’t take the time first of all to explain that you understand where I am now, why would I think you can help me?

Applying this test to your website could increase your new enquiries by at least ten fold. I have tried this with many law firms and it makes an incredible difference. Apply the test to your website now through fresh eyes and see if you are talking about your clients position or your firm’s needs.

2. Advertisements.

Another huge problem here. Many solicitors fail to consider what their client needs. 99% of solicitors’ advertisements start with the practise name at the top followed by a list of service and contact details. Whereas this is the perfect and only advertisement you should place in the Yellow Pages (where 62% of people visit just to obtain your phone number when they already know your business name – figures confirmed by Yell.com), in a newspaper advertisement you should only be placing a direct response advertisement. These are advertisements that give people a reason to read and contact you.

They do not want to hear your firm name and a list of your services, that is all about you and what you are trying to achieve. They want to hear how you can help them. Examples of headlines that you are welcome to use (but will need to adapt to fit your needs).

Conveyancing.

Moving home – Find Out Why Most House Moves Fail Before Exchange Of Contracts.

Wills.

Will your family get what’s coming to them?

Personal Injury.

Injured in an accident? Did you know that 50% of people who use claims companies do not keep all of their compensation?

Business Services.

Thinking of starting a business? Download our free guide: 7 legal issues you must fully understand before starting a business.

In all of these advertisement headlines, not once have I mentioned the firm or the firm’s needs. You must be thinking about your client and where they are starting from and not about your firm. By taking this action in all of your advertisements you will dramatically increase the response rate and the amount of business you obtain from it.

Summary. Always ask the question “What does the referrer or potential client care about”? If you find yourself starting an email, advertisement, website page with your firm’s name or information about your firm, you can be confident you are starting in the wrong position. As the famous quote goes when asking for directions, “Well, if that’s where you want to get to I wouldn’t start from here”.

Email Marketing For Newbies – 5 Reasons to Always Stay in Touch With Your Customers

Email marketing can take your online business and raise it up a notch, or a few notches. Newbies will quickly learn that this technique unlocks the door to a great deal of potential. Here are 5 reasons why you should always be staying in touch with your customers through email marketing. Be sure to consider them before you ignore your outreach efforts once again.

1. Stay in their minds – One thing that people don’t realize with email marketing is that you don’t always have to be pushing for a sale. Just staying at the forefront of a person’s mind can go a long way. Then, when they are ready to make a purchase your online business will be there waiting. Otherwise, it’s all too easy to forget about your website or move on to another website.

2. Increase your reputation – You can use email marketing to send out tips, guides and other informative articles. If you do this consistently, the people on your list will view you as being much more credible and reliable. You have been providing them with high quality, free information and in return your reputation will soar. Your prospects will then be more likely to make purchases, and customers will be more likely to buy again or refer you to friends and colleagues.

3. Directly provoke sales – Of course you can also use email marketing to directly provoke and ask for sales. Maybe you have a new product that you just released. You can offer the people on your list an exclusive discount on that product to get them to try it right away. Or you can inform them of other sales, discounts or promotional opportunities that will directly increase the sales you see.

4. Find out what they want – If you use email marketing effectively you will basically be conducting market research that can help take your online business to the next level. If you carefully track how people respond and view your emails, you can see what pieces of content are the most popular, which are ignored, what types of emails people are most interested in and so forth. Then you can fine tune what you offer to perfectly match what your list members and your prospects are actually looking for.

5. It’s cheaper than anything else – Email marketing is cheaper than any other form of communication. It’s cheaper to conduct and it produces the highest ROI (Return On Investment) as well. Therefore instead of hiring new team members to conduct tons of phone calls, or instead of printing up tons of postcards and letters, use email marketing as your main form of outreach. You’ll see savings in both time and money, and you’ll see improvements in your results as well.

Do you want to learn more about creating and developing an online business, especially if you’re a newbie? We have just completed our brand new guide on the basics of website design.

Small Business Mobile Marketing

With more and more consumers searching for local businesses via their mobile devices, it has become a must that small business owners invest in SMS Marketing services. Having a mobile presence can be a huge competitive advantage for small businesses who seriously want to introduce local consumers to their products and or services.

According to a recent survey taken by web.com 69% of U.S. small businesses consider SMS Marketing key to their growth. Using text marketing is the only affordable way to instantly build brand name recognition, customer loyalty, and increase profits on demand. Customers will give their business to the person who caters to their needs the most. Remember all people spend their money to fulfill some sort of emotional need. No matter how it is sugar coated at the end of the day we are all in the businesses of fulfilling some sort of emotional need.

The restaurant industry was one of the first industries to leverage the power of text marketing directly to their customer base. It was because of this that other business owners thought that SMS text marketing was only for the restaurant industry. This stunted the growth of SMS marketing for approximately two years.

Once the big businesses began to promote their text marketing efforts, it became a must have among the small business community. Although most small business owners were not sure about the technology or how it worked. The line of thinking was if it was good enough for the big boys it was good enough for us. If you take a look at the marketing efforts in your local area I can assure you that you will discover a lot of businesses using text marketing.

How Can You Use SMS Advertising?

For pennies per message, and less than $20 per month you can start building your very own SMS Advertising campaigns. This method of marketing allows you to offer exclusive offers to your customer base in exchange for them opting in to your subscriber list. This creates a win-win for both you and your customers. Your business sees an increase in profits and the customer receives benefits that they otherwise would not have received.

This form of marketing is one of the only forms of marketing that allows you to track every aspect of your efforts. You can monitor the growth of your subscriber list, as well as the results from each of your campaigns. That is a lot of power my friend. If you are a business owner and you understand that a successful business consist of 90% marketing and 10% innovation then SMS Marketing is for you.