Law Firm Marketing Strategies


Supply and Demand

Your lawyer marketing strategy should take into account that in any developed market of finite size, the supply of lawyers will expand constantly to exceed marginally the overall demand for legal services. This also happens within individual fields of legal specialization, such as Family Law, within a given geographic market.

The inevitable result for divorce lawyers with no distinguishing commercial or competitive advantage, regardless of ability, will be marginal profitability or un-profitability.  What that means is that if your target clients perceive you as being just like all other local divorce lawyers, things will not go well for your law firm and that will not be an unexpected result.

The Same Actions Always Produce the Same Results

Given the undeniable lawyer supply and demand situation, what lawyer marketing strategies do you use to distinguish yourself commercially or competitively from the local failing lawyer-crowd?

Does the following sound familiar? You network with other lawyers in town. You blog like other lawyers in town. You signed up for every free referral service in town. You’re on every free web directory like all other lawyers in town. You have the standard jack-of-all-trades lawyer website.  On that website, you present a completely boring and thoroughly lawyerly message that does not resonate with any of your potential clients, but which all other lawyers in town tell you is great. You have a small lawyer marketing budget like most other lawyers in town. You’ve signed up with Avvo and a couple of other me-too lead gen companies, but cannot compete effectively in the ever-escalating bid process. In short, you have the exact same lawyer marketing strategies as every other lawyer in town.

Guess what! Those lawyer marketing strategies don’t work for any of you. Your commercial results are the very same inevitably equalized and diminishing results as those of every other lawyer in town!!

And those results are not only entirely predictable but also they are  planned for by and through the me-too lawyer marketing strategies you have carefully selected to represent your law firm’s future profitability.

So Stop Doing the Same Things!

To succeed in such a highly competitive market, where the supply of lawyers has become almost completely homogenized , you must provide your potential clients with sufficient reasons to hire you not only at a greater rate than they hire your local competitors but also at more profitable margins.  To accomplish this goal, you must distinguish yourself  from the local lawyer-crowd in every aspect of your lawyer marketing strategies.

Your potential clients are awash in an ocean of nondescript local divorce lawyers.  Your target clients are looking for reasons to hire someone. Anyone!  Why would they hire you if you insist on looking like every other lawyer in town?  In short, why would they hire you to represent their legal and economic interests if they see that you do not represent your own professional commercial interests in a bold, distinctive and competitive manner?

There is no cogent reason for the local divorce consumer to hire you if you act and appear like all other local divorce lawyers.  She doesn’t care about the nobility of the legal profession. She cares about a creative solution to her retirement plan division or child custody issue.  She can’t detect your layerly brilliance through the ether.  You have to show her!

You already know what your results will continue to be if you do nothing different and simply elect to continue to blend in with the local lawyer-crowd.

So What Different Law Firm Marketing Strategies Should You Use?

Hint: You have already found the platform.

You must at least suspect, if you have not realized it fully, that if you are going to build your law firm on the basis of traditional word-of-mouth and noble lawyerly reputation alone, you had better be very young.  So you’ve developed, or are beginning to develop as you are reading this, a law firm business development plan for your law firm.

Part of that plan should be the recognition that you must market your law firm intelligently in order to grow your law firm.  You have a reasonable legal marketing budget, but you don’t have the resources of some of the older or larger firms in town. You need to put that budget where it will work best – so that you can grow your law firm.

You need to clinch some distinctive commercial advantage that brings paying clients at a faster and more profitable rate than your current law firm marketing strategies. It needs to be an ethical but competitive advantage that you control exclusively and indefinitely.  It must be unique and impressive to your target clients.  No one else in the local lawyer-crowd should be able to copy you when they see your success.

Now Look From Your Clients’ Perspective

Before you finalize your new law firm marketing strategy, think about one more thing. Look at your law firm marketing plan from the sole perspective of your target clients.  You know, the only perspective that actually counts.

While divorce consumers are looking for a LOCAL lawyer who stands out, they ALSO seek the comfort level and security of a national brand.  That’s not a contradiction.  They want you to be creative, unique and competitive locally (in the provision of services to them) but also astute enough to belong to a national network as the exclusive local component of that network.  They want the best of both worlds, of course, and that is what you must provide.

Proof of the branding requirement by your target clients is that Nielsen’s September 2013 study on Global Trust in Advertising and Brand Messages reveals that in North America, advertising on branded websites was the third most trusted advertising form in 2013, a rise from a fourth-place ranking in the same 2007 survey.

Branded websites rank behind ONLY recommendations from friends and consumer opinions posted online in terms of trust. And both of those most trusted forms of advertising, as determined by Neilsen, are synergistic with and can easily be built into any 1-800-DIVORCE campaign.

Randall Beard, Global Head, Advertiser Solutions at Nielsen, states in the same study referenced above that,“For advertisers, it’s vital that consumers make a memorable and meaningful connection with both the message and brand,” says Beard. “Regardless of the ad delivery format, be it print, billboard, TV or online, effectively reaching consumers is predicated upon having a message that favorably impacts consumers when making a purchase decision. These favorable decisions are a key metric of marketing ROI.”

A law firm has only two assets it can brand – its name and its phone number.  It would cost you millions to brand your name, and your clients still wouldn’t remember it.

But they will remember what they want!  An impressive, memorable, ethical and perfectly branded Family Law phone number has existed since March, 1984.  And the website equivalent has existed since the inception of the Internet. And it just happens to be the one word that describes what your potential clients want! Imagine that.

What To Do?

Well, what if there was a legal marketing tool that would distinguish you from the local lawyer-crowd?

 What if that tool worked equally well in both traditional and online law firm advertising. What if it was unique and exclusive within your market but also indicated that you were an exclusive part of a national brand? What if YOU controlled it exclusively and indefinitely, and it was scaleable to your needs?  What if it can provide supplemental income to a general practice or can be used to build a pure Family Law powerhouse.

What if it also enhanced your online results by capitalizing on the powerful synergy between voice and digital, as recognized by Google AdWords Call-Only campaigns? Hint to PPC experts: Google considers the 1-800-DIVORCE trademark to be a word, not a number.  It can appear in your ad title!!!

What if it fit perfectly into your plans for a greater online presence and/or a limited scope representation in uncontested cases? What if this law firm marketing strategy was a bridge to either a partial or full virtual law practice for you?

What if you could clinch, at low cost, just such an unique and proven law firm marketing advantage that will not be available to any other lawyer in town – once you have secured it?

Well, let’s not get ahead of ourselves, shall we.  But perhaps your first step should be to call Legal Marketing Systems on 1-800-738-3764 at some point in time (like right now) or click below to inquire about the availability of 1-800-DIVORCE in your town.

Divorce Marketing