When I decided to open my own law firm, I did so with the firm belief that I could not fail. I figured that if I put up a Yellow Pages ad people would find me.
Did I mention I was 24 years old and working Manhattan?
Yeah, not so smart.
It didn’t take me too long before I realized I had no earthly clue about law firm marketing.
If this happened today I would just jump online, find myself some cool legal marketing blogs (that’s a gratuitous link to my free 5-part course, by the way) and start jotting down notes. There are lots of places to learn this stuff.
As it so happens, the Interwebs weren’t quite so well established back in 1995. So I cracked open the phone book and the newspapers to see what everyone else was doing. I watched endless amounts of television and listened to the radio (all in the name of market research, I assure you) so I could see what the competition was doing.
In the end, I fell flat on my face. Spent an obscene amount of money just to make a go of it.
I followed my instincts. And, it turns out, I would do the same thing if I were a newbie lawyer now (unless I read this post).
But now I’m going to issue you a warning – one you really want to take to heart.
You Must Ignore Your Law Firm Marketing Instincts If You Want To Succeed
Stop following the competition.
They got there first, and have more money to spend than you do.
They are well-established.
Every other firm in town is copying them.
This means that every law firm sounds, acts and looks alike.
Yellow Pages ads with a stern photo in front of a row of (unread) law library books.
Ads touting a free consultation.
The same old, same old.
Successful Law Firm Marketing Says Something Remarkable In Your Own Voice
Don’t be afraid to use you own words to communicate with the people you want to have as clients.
Don’t hide behind your credentials.
Don’t use the royal “we” if you’re a solo practitioner.
Tell your story in human terms.
Are you willing to step out of the shadows of your competition? Do you want to learn how to do it, and to make the connection that enables you to be a market of one?
Do you dare?
Photo credit: horizontal.integration (flickr)
Great post, i would add, lawyers also need to get out of the 'overthinking' mode.
Jay, as usual, this is a great post. It's hard for a lot of us to get out of the "me too" marketing mentality. What works for them, doesn't always work for "me too."
The final week in June, 2010 I visited my son in Germany. He teaches English there. Along with his colleagues he follows my blog religiously. A Brit he works with told me that he finds my easy conversational style of writing a joy to read. Folks, these are people who do the English language professionally. Telling your message in your own words works…even with the pros.
This is great advice I wish someone had given me when I first went out solo. I wasted most of my marketing budget my first year out on a yellow page print ad and a listing in a large and popular online attorney directory – all because I thought it was something that you just "had to do" to be considered a professional. I've found that some of the best inspirations for building my brand and reputation have actually been outside of the legal world. Take a look at some of the innovations and marketing practices going on in other professions for ideas and then don't be afraid to take some well-researched risks. Sometimes the methods that pay off the most take more individual time, creativity and consistency than just signing a paid subscription for a company to do the marketing for you.
Absolutely, Stephanie. Somehow I can't imagine you being anything BUT a “color outside the lines” sort of person. You've shown tremendous creativity in approaching the business of law, and I think it proves that smart thinking can yield positive results for lawyers and their clients.