Legal Marketing | Attorney Marketing | Marketing For Lawyers

Credibility is a critical factor in legal marketing. If you would like to build your credibility with your clients and prospective clients, one of the best things you can do is educate them. This education must be done in a careful and tactful way. This video explains.

Educational marketing and legal marketing are one-in-the-same. Here's why:

Your client must know and understand the depth of the problem. If the client has no idea about the seriousness of the issue he has no incentive to solve it. A good lawyer will help educate the prospect on exactly how bad things are now and how bad they can get. The first piece of the legal education is in helping the client understand that there is a problem.

Your client must understand why he needs a lawyer to solve the problem. These days, there are a lot of options to hiring a lawyer. Legal marketing is not just about getting the client to agree there is a problem; it is also about getting them to agree they need a lawyer.

Once the client understands he has a problem, and he needs a lawyer to solve his problem the final step is to get him to agree he needs to select you as his lawyer. Most people lead with this step. This is wrong. This is the final piece of the equation (when it comes to legal marketing).

As you can probably tell, educating your clients through legal marketing is a multi-step process. In order to get to the point where the client views you as the best possible option, you must first educate him.

One of the most valuable aspects of law firm marketing is the ability to create a perception of value in the mind of your client. While this value will often come in their belief in your ability to improve their situation, you should also want to create a perception of value around interacting with you and the relationship between you. This video explains.

In this video I outline five ways to influence the client's perception of value.

1). Talent: This is a unique, innate ability. For example: If you are naturally strategic and can diagnose a problem and develop a solution intuitively.

2). Experience: If you have handled a certain type of matter repeatedly throughout your career and you have become adept at handling those kinds of matters, your clients will have a higher perception of value.

3). Demand: If more people want to work with you than you can possibly handle at any given time, you will be perceived as more valuable.

4). Specialized Knowledge: If you know something nobody else knows you will be perceived as more valuable.

5). How You Make the Client Feel: This is the experience of working with you. If working with you is a positive memorable experience you will be perceived as being more valuable.

Look at each of the five ways to create value I have listed. Is it possible for you to work one of them into your law firm marketing?

Believe it or not some people are afraid of legal marketing. Well, they are actually afraid to implement some of the legal marketing strategies we share with them. There are three reasons why many attorneys are hesitant about legal marketing. We discuss those fears and how to overcome them in this video.

Fear should never get in your way especially when it comes to legal marketing. If you want to grow your law firm, take action now to overcome your fear.

What would your legal marketing be like if you had a group of ten powerful people exclusively promoting your services? Tell the truth. This would put your legal marketing on the fast track. Everything you did would include the added bonus of the business that came from these power players. In this video we discuss how to start-up a group like this. Hold on to your seat because this is no ordinary networking group.

Any form of networking is good for your law firm. Creating a power team is probably one of the best ways to shave years off of the time it would take to penetrate the high end of the market in your community. Take a few minutes and get on the phone now and round up a few people to get this process started.

Law firm marketing is about perception. You are trying to influence the perception of people who are looking for a lawyer. First impressions are critical to your success as an attorney. This video discusses three things that are critical in making a first impression on line.

If you are serious about law firm marketing you must pay careful attention to the first impression you make when someone visits your website. As the saying goes, you never get a second chance to make a first impression.

Strategic alliances are used often in the business world. They are highly effective for controlled growth and business development. In law firm marketing, strategic alliances are not regularly discussed or implemented. This brief video highlights some of the ways a strategic alliance could be set up in a law firm.

Even a small law firm can benefit from setting up a strategic alliance. If you have not given this any thought, take a few minutes now and make a list of other professional service providers you could work with to develop this kind of relationship.

Many lawyers are apprehensive about using testimonials in legal marketing. While it makes sense to check with the local state bar on their use, almost every state will allow them to be included with requested information. This video describes a specific strategy for the use of testimonials in legal marketing.

Remember to always check with your state bar on the use of testimonials. They are the most powerful and effective form of legal marketing and you definitely need to include them in your marketing plan.

There are several lawyers out there who claim to be marketing experts. Many of them occupy their law firm marketing role on a part time basis - while they continue to practice law. You need to be very careful if you are thinking about hiring one of these folks. This video explains why.

You wouldn't go to a part time heart surgeon if you needed bypass surgery. You would not take you dog to a part time vet. You should not trust your marketing to a full time lawyer pretending to be a part time guru.

How do you keep coming up with original content for your writing? That is a question people always ask me. One of the law firm marketing methods I advocate is a follow-up system that includes a lot of writing. Frequent blog posts, weekly email and monthly newsletters all involve writing a lot of content. Too often people cannot find things to write about. This video offers three ways to get the creative juices flowing.

Writing and law firm marketing go hand-in-hand. I encourage you to think creatively and keep the new content coming. Your client list will grow as a result.

You mindset can greatly impact your legal marketing. This video describes how a mindset dominated by persistence will allow you to win over the best clients.

If you want to be successful with legal marketing, you need to focus on winning over every client every day.

Attorneys covet referrals. If you want to get more referrals as a result of your attorney marketing you need to build a strong network of friends, clients, prospects, and evangelists who will encourage others to work with you. This video provides attorneys with three ways to build up a strong network of advocates who will recommend their services.

Growing your network is essential to the success of attorney marketing. If you want more clients and/or better clients you need to spend some time growing and developing a network of people who will refer business to you.

Every attorney should have some form of follow-up contact with people they meet. Email is one of the ways my clients educate their prospective clients. Implementing a follow-up system that uses email marketing is a good idea. This video explains why.

There are three significant benefits to email marketing for lawyers. They are:

1). Email marketing is cost effective. What does it cost to send out an email? Next to nothing. And the return on investment could be huge.

2). Marketing with email is personal. Even though you are sending email to many people, each email can be personalized and you can receive the responses yourself. This is an excellent way to build a relationship.

3). You can develop a system for your email marketing. This is critical. You can set up your email to be delivered whenever you want it to go out. It is not dependent upon you.

Overall email is an excellent marketing media for lawyers. I highly recommend using it weekly to educate your prospects and clients.

If you dare to make your legal marketing great you must make an emotional connection with your clients and prospective clients. Great legal marketing is all about building a relationship, with people who need the service you provide. This video reveals the three ways to make an emotional connection with your prospective clients.

If you want to take your law firm to the next level you must get emotional with you marketing. Great legal marketing is about helping your client believe you feel his pain. Make that emotional connection and you will never have a shortage of clients.

The biggest enemy of effective legal marketing is a lack of time. Time management is more about habits than it is about management. One of the bad habits you should immediately break is the habit of answering a ringing phone. You read that correctly. Answering the phone will definitely hurt your productivity. This video goes into detail.

Answering your phone does not make you more attractive to a client or prospective client. It makes you look desperate and unprepared. That is bad legal marketing. Do yourself a favor: Have someone take messages for you and schedule your return phone calls. You will be glad you did.

The rules governing the use of testimonials in legal marketing vary from state to state. Some states do not restrict the use of testimonials, others are highly restrictive. The video below offers five different ways lawyers can use testimonials in legal marketing and be compliant in most states.

A word of caution: It is up to you to review the rules that pertain to your specific location before you implement the ideas contained in this video.

Here are the five ways we discuss in the video:

1.) Use the testimonials on your website behind an email opt-in
2.) Add testimonials to any free reports or white papers you write
3.) Include testimonials to a new client orientation kit
4.) Add testimonials to your newsletter
5.) Include the reading of a testimonial in a speech introduction

Testimonials are the most powerful form of marketing available. Use them as much as is legally possible in your legal marketing.

Your attitude can have a huge impact on client selection. When it comes to attorney marketing, attitude is everything. This video describes how an attitude adjustment on your part can lead to financial gain.

Your attitude is a big part of attorney marketing. If you have confidence you can increase your profitability and improve your cash flow.

Last week I had the pleasure of speaking with Gerry Oginski, an attorney from Great Neck, New York. He has been reading The Rainmaker Lawyer Blog for a while and he was complementary of the content and my position on several law firm marketing issues. I was flattered, humbled and honored by Gerry's comments. You can only imagine how I felt when I saw the video below posted on his Youtube channel page.

Once again Gerry, I thank you for the kind words.

For those of you who are interested in seeing what Gerry does when he is not trying Medical Malpractice cases, visit The Lawyers Video Studio.

Gerry knows a great deal about law firm marketing and he is a true professional and a nice guy. I dabble in video marketing for my own practice but Gerry is the expert in this area for all lawyers. Check him out today.

Is it possible that law firm marketing can help you have more free time? Yes. It is not only possible it is a reality. If you have great law firm marketing systems that deliver qualified clients to your doorstep, you will be able to pick and choose which clients you want to work with. You will also be able to command a fee premium. This means you will need less clients to make more money. There's more in this video:

If you like working less and making more money, you should develop mastery of legal marketing.

Humans take action for two specific reasons: To experience pleasure and to avoid pain. This is particularly relevant in legal marketing. Your clients will seek you out if for the same reasons. This video explains.

If you want to motivate clients to work with you, you must include one of these two motivational factors in your marketing. You must get the client to link your services with the avoidance of pain or of a pleasurable experience.