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When you market your legal services, what are you really trying to sell? Expertise? Reliability? Or is it something else entirely?
Watch this video and comment below.
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Jay: I like your theory – it’s related to what I’ve done for years with clients and potential clients. However, I’ve also seen what always ticks me off in this area – when I provide lots of information to a potential client and then that person takes the information to another lawyer.
What are your thoughts on that?
Regards,
Scott
Jay, I like the comparison to other service based businesses to get marketing ideas that work and to avoid mistakes others have made. I have not found a problem with clients taking my intake work to another attorney. It may have happened and I just never knew it. The idea of providing more information to the potential client pays off with a more informed client that can help me represent them. The payoff for the client is more comfort with the process, therefore a more certain result. The payoff for me is less hand holding is required and the client will be better able to provide the necessary information with fewer interactions with staff. I resist the idea that our services can be packaged to compare from firm to firm since the level of service and competence ranges so greatly. Perhaps 70% of the cases are routine but the other 30% are not and clients can never be sure their case is one of the 70%. The problem with general information is that its just general and clients may be lulled into a false complacency by thinking they have learned all there is to know about the subject.
Exactly, Bob. Then knowledge is important to provide the prospect or client with peace of mind that you know what you’re doing, and are trustworthy. But even if they know HOW to do it, doesn’t mean they WILL undertake it on their own. And if they do, power to them – it releases good will into the world. You would not have gotten that person as a client anyway, they would have gone pro se. This way, at least they’ve got a fighting chance of getting it right.
Scott, this goes for your problem as well. You need to factor the loss into your calculations. You won’t get every client, and at least someone will take advantage of your largesse. But so long as more people respect your information than not, you come out ahead.