Three Things Attorneys Need to Communicate to Their Market
Written by AskTheLawyers.com™
Attorney marketing can be intimidating, but it may help to note that there are only a few primary messages of paramount importance for an attorney to communicate to their target audience. Distilling attorney and law firm marketing down to these three goals can help clarify and add structure to existing marketing campaigns and help to develop more effective strategies in the future.
Considering that most people will only hire an attorney once or twice in their life (if that), it’s safe to assume that potential clients can benefit from trustworthy guidance when it comes to picking relevant and reliable representation. This guidance should serve to draw the right clients into your practice while directing others away and still providing helpful direction.
There are three answers that lawyers need to provide to potential clients before they even ask.
- #1: What type of problems you and your firm handle. In the legal industry, “problems” in this context refers to practice areas and specialities. What type of cases does your firm typically handle? Do you have a specific niche or expertise that is of particular benefit to certain cases? These are some of the first questions a potential client will need answered to know whether or not to continue exploring what you and your firm have to offer. Similarly, this will help direct away traffic that cannot be supported by your practice areas.
- #2: How to choose the right problem-solver. People don’t typically deal with lawyers on a daily basis, and likely do not know how to tell one law firm or lawyer from another. This is where your marketing can provide some assistance; it’s important to communicate what elements a client should look for in their ideal representation; this could relate to price, experience, location, awards and certifications, personality, etc.
- #3: Why you or your firm are the best at solving these problems. Finally, it’s important to communicate why you or your firm are the best choice to solve a potential client’s problem. How do you and your firm not only meet but exceed the requirements discussed in the above point? What sets your practice apart from the competition? Why should someone hire you in light of the above answers?
This information should be readily available to people seeking legal help.
It’s important to remember that having the above answers available isn’t enough; these answers need to be readily available, which means they should be easy to find and included in one form or another in every marketing effort. If you are making a Facebook post, is it relevant to your practice areas? If so, the post meets Requirement #1. Does the post offer helpful information directly or indirectly about what good legal representation looks like? If so, the post meets Requirement #2. Finally, does the post set you or your firm apart as a knowledgeable and trustworthy resource on the topic at hand? If so, the post meets Requirement #3.
Note that not every piece of advertising, such as a Facebook post, needs to address all three points at once. It can focus on one to clearly communicate one point, but the cumulative efforts of your marketing should address all three requirements.
Checking a law firm’s marketing efforts for these three elements does not need to be hard or time-consuming; in fact, many of your current efforts likely meet one or two of these requirements already. Finding creative ways to incorporate these answers both directly and indirectly is a great way to make sure your marketing efforts are serving both you and your target market as effectively as possible.
For more tips about attorney marketing, reach out to a legal marketing expert.