As lawyers, we focus on building our business by seeking out people in need of help. We market our legal practice with whatever means we deem appropriate – websites, TV, radio, newspaper, even social media tools – and focus on getting out the message that relates directly to our practice area.
We talk about bankruptcy, divorce, criminal law, estate planning, whatever. But we talk about our solution, hoping that our audience needs that which we are selling.
People who sell hammers look for people who have a bunch of nails. Makes sense, right?
But what if you met your client yesterday? Before the marriage started to crumble, before the job loss or unexpected medical condition, before taking that fifth shot of whiskey and getting behind the wheel of the car on a dark and stormy night?
If you had met the client yesterday, they’d already know about you and trust you by the time they needed your help. You’d be a friend, a trusted resource. And because you met the client the day before they needed you, the relationship would have been built on something other than marketing your law firm.
Consider this:
A consumer bankruptcy lawyer offers free budgeting seminars to residents or his or her community, offering information on personal finance (no pitch for bankruptcy services). At the end of the seminar, the lawyer offers attendees the opportunity to get on his mailing list to receive a freebie newsletter about personal finance issues. Among the topics covered are debt problems, but this is just one of many subjects discussed in the newsletter.
The seminar is marketed through local schools, houses of worship, and community centers. For an hour each month, the lawyer stands in front of a room of strangers and gives a standard (though informative) presentation about personal finance. Gives a few tips, shares some resources, and collects names.
Over time, the seminars begin to attract attention. Maybe the lawyer tells a news reporter about them (failing to do so would be a bad idea, in fact). The lawyer takes the presentation and uploads it as a series of videos on YouTube so people can share it with friends and family members who aren’t able to attend in person.
Next, the lawyer creates a fan page on Facebook for attendees to gather and ask questions. The lawyer puts up more information over time, including links to blog posts of interest. Before each seminar a tweet goes on on Twitter, alerting the world of this upcoming, free, no-pitch seminar.
Maybe 4 people show up in person each time. Maybe 5. Maybe even 10. And perhaps a few people view the videos on YouTube, passing them along to a few close friends.
One day, someone loses their job. They’re in trouble. Who do they call?
The lawyer who’s been talking with them about money all along, who hasn’t tried to pitch them on bankruptcy, who’s become a trusted and reliable local source of information.
All because the lawyer met the client yesterday.
So let me ask you, dear reader – how could you meet your client yesterday?
Photo courtesy of yelnoc.
You're exactly right. If you can establish a relationship with potential clients, or with the friends or family of potential clients, then the client is far more likely to come to you when they're in need. Few people still trust advertisements, whereas the vast majority trust someone who they or someone they know has a connection to. I think the most important thing is to not make it seem like an advertisement or outright invitation to purchase your services. I often see blogs in which every entry explains how their company can help clients. I don't think this is nearly as effective as just using the blog to give advice or recommendations related to the field, simply because the majority of consumers are suspicious of advertisements.
Bingo, Julie! Establish trust through creation of content and bonding. Then, when the need arises, there's no selling that's done – you simply become the logical service provider. Thanks for the comment!
You're exactly right. If you can establish a relationship with potential clients, or with the friends or family of potential clients, then the client is far more likely to come to you when they're in need. Few people still trust advertisements, whereas the vast majority trust someone who they or someone they know has a connection to. I think the most important thing is to not make it seem like an advertisement or outright invitation to purchase your services. I often see blogs in which every entry explains how their company can help clients. I don't think this is nearly as effective as just using the blog to give advice or recommendations related to the field, simply because the majority of consumers are suspicious of advertisements.
Bingo, Julie! Establish trust through creation of content and bonding. Then, when the need arises, there's no selling that's done – you simply become the logical service provider. Thanks for the comment!