Open up the yellow pages, and take a look at the ads. Google criminal defense lawyers for your area, and check out the webpages for law firms who do what you do. How could you ever distinguish one from another? Chances are that if you are prospective client looking to meet the right lawyer to handle your case, you are already sold on the concept of victory and success. Why, then, is everyone trying to sell that concept in their marketing. For this, lawyers are spending thousands per month.
How do you become the best lawyer for the parent who's child was caught with a pocketknife at school, for the executive who went into a roadblock after having wine over dinner, or the helpless man or woman suddenly propelled into the frightening maze that is the criminal justice system? They are looking for victory, yes, but they are looking for a guide, too. They need help sorting things out, and they must somehow learn that you can do those things when they have never had to hire a lawyer before.
Market you to them when they call. Be that person to those you represent now. Without that, the web and the yellow pages ad doesn't matter. Take care of the client, and much will take care of itself.
When you market, market yourself. They already know that they want a way out.
For more on this concept and for the inspiration for this post, take a look at Seth Godin's blog post today.
Comments