Articles Posted in Communication Strategy

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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.

 

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Have you ever wondered how some lawyers attract clients effortlessly while others have a difficult time just finding one? One of the secrets to the success of law firm marketing experts is persuasive copywriting. In this video I share the formula for persuasive copywriting in law firm marketing.
 
 

If you want to take your law firm marketing to the next level, use this persuasive writing formula today.

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In case you still have not added a newsletter to your legal marketing, this video describes an actual client success story. A printed newsletter that is mailed once each month is one of the best ways to stimulate referrals from clients it is essential to any legal marketing campaign.
 
 

Add newsletters to your legal marketing plan today. Start small if you must. Pick out just 200 clients, former clients or friends and relatives. Write an informative newsletter with a couple of articles and send it out via the Postal Service. In a few months you will notice that you seem to get more referrals. You’ll also notice people coming into your office with the newsletter in hand, referencing things you have written.

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Many lawyers think they must demonstrate how smart they are with their legal marketing. They use lots of jargon and they write and speak at a level that only (some) other lawyers can understand. This is a mistake. Your clients will relate to you if you speak their language. This video describes what I mean.
 
 

As we have discussed many times, legal marketing is about building relationships. If you want to build a good relationship quickly you should speak the language your client speaks. This means writing like a normal person when you post articles on line or in print.

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Many attorneys confuse law firm marketing with salesmanship. While including a call to action with your message is necessary, the purpose of law firm marketing is to educate the prospective client. Education helps the prospective client understand why he needs you. Educational marketing helps build your credibility and it helps differentiate your law firm from all the others. This video provides a good explanation.
 
 
Your law firm marketing should educate the client in the reasons why he needs you. It should motivate the client to take action and it should differentiate you from everyone else who does what you do. This approach is not selling but it definitely will attract clients. That’s what law firm marketing is all about.

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One of the strategies many attorneys apply in their law firm marketing is the use of special reports. Publishing your own special report is a great way to attract new clients and give them a sense of your expertise. This video outlines the value of a publishing a special report as a law firm marketing tool.

 

Special reports can be used in law firm marketing in the following ways:

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Law firm marketing is constantly evolving. Sometimes evolution can actually make things easier for small firms and solo practitioners. That is definitely the case with video. Many attorneys have begun to incorporate video into their law firm marketing plans. In the video below, we discuss the value and the power of incorporating video into your law firm marketing.

 

Incorporating video into your law firm marketing will help you in five specific ways:

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The message you are trying to deliver to your target audience is critical in law firm marketing. There are many different ways to communicate your message. In this video, we discuss four effective ways to communicate with your clients and prospective clients.

 

A conversational style is effective for building a relationship with your reader/viewer. If your goal is to develop a long term bond with the members of your audience I highly recommend this informal approach. My clients who use this approach often tell stories about people walking into their office and hugging them as if they have known them all of their lives. Of course, they have just met but the client has been reading the lawyer’s newsletter for a couple of years and feels a connection to him. Good law firm marketing can create that kind of a relationship with the conversational style.

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There are five factors that must be taken into account in law firm marketing. These five factors are critical to the success of your law firm. Marketing works when it is done correctly. Focusing on these factors will ensure that your message resonates with your audience.

 

Law Firm Marketing Factor One: Relationship

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Getting your message across is a critical element of attorney marketing. The construction of your message is important but the timing of that message is also vital to the success of your law firm. This video describes WHEN you should deliver your message to your audience of prospective clients.

 

Keep in mind that as prepare to deliver your message (either in writing, in person or via electronic media) you should focus on only making one point at a time. This is the meaning of the phrase: Stay on message. You want to keep the focus on one message and one message only at any given time.