In the field of legal marketing, once you’ve convinced yourself that you know all there is to know, you will inevitably come back to earth.
I recently was able to digest an extremely informative research article in regard to search volume of varied legal phrases for those looking online for law related subjects. Most importantly from my perspective was the statistics as to how often the term “attorney” v. “lawyer” was used. Digging deeper from my own experience, what are the search statistics as to singular and plural and other related terms such as “counsel,” etc.
When beginning my own legal practice years ago, I had it in my head that the term “drunk driving” in all of its variations was undoubtedly the phrase with which to market my dui defense practice. One must keep in mind that in those days there was no internet or other easily accessible research tool to refer to in regard to such research. Further, utilizing one’s own legal focus group campaign for such insight would be cost prohibitive.
What I learned at great financial cost, was that my flawed insistence on advertising a practice around less than ideal marketing terms was a lesson worth learning. While it is commendable to be assertive and confident, not taking advantage of resources around you is simply foolhardy.
Although recognizing that one can never stop learning, with 25 years of experience as a battle tested guide, I believe that I have accumulated as much marketing insight as any lawyer. This knowledge includes an understanding as to every nuance as to what the general public is looking for within legal marketing materials.
Understanding the general public’s behavior in regard to initial search queries when reaching out for legal services is not a small thing, it is an everything! Without such knowledge you will be left to speak the same language as far too many unsuccessful lawyers unwilling or unable to make the effort to connect with a non lawyer general public.
By understanding public behavior, as well as how to illicit favorable responses to your marketing approach, the most profitable advertising campaigns can be employed.
The recently reviewed article confirmed my own experience in regard to public research for the best legal related terms with which to market a legal practice. However, one on top must always understand that there is often no where else for the successful practitioner to go but down.
In your own sphere of legal practice new legal competitors are bound to come at you each year. This is not a reality to be sobered by, but one to embrace and be prepared for.
Each year thousands of new lawyers receive law degrees. Thankfully, most all of them will never be equipped, much less motivated enough to seek the right professional assistance for a potent marketing campaign.
However, it only takes one formidable upstart competitor within your jurisdiction to emerge to have the need and wherewithal to successfully re calibrate your marketing efforts.
I have withstood the challenges of varied legal competitors for 25 years. Whether by phone book directories, then internet and now direct marketing, a flexible cost effective approach to marketing allows for continued solid financial footing with which to to assert my own legal dominance in my community.
While some say I am nuerotic in my approach to maintaining my profitable legal standing, I could not practice in any other way.
As lawyers, we all know, or should, that the practice of law is an ongoing competitive pursuit. What so few lawyers have come to realize is that the marketing of oneself and a legal practice is that same ongoing and competitive pursuit.
While a less than stellar lawyer can be financially successful with the right marketing formula, I would venture to say that a great lawyer with little marketing insight will have far less opportunity for true financial success.
Paying attention to the smallest minutia within a direct mail marketing campaign or other advertising effort matters. Do not let anyone tell you otherwise.
What one communicates to a potential client always matters most. However. the vehicle carrying your words, from the size of text, choice of color and paper material, layout, etc., will become the final barometer as to whether the words directed to your potential client base will enable you to achieve the future financial success all lawyers are after.