Most marketing fails. Yup. It’s sad, but true. In most cases, law firm marketing efforts don’t achieve results good enough to justify the time and money (and mindshare) expended.
So, what’s the problem? Bad targeting? Poor design and branding? Weak messaging?
Nope. Nope. Nope.
In most cases, the problem has nothing to do with the marketing department’s work. The problem is with the “product” that is being marketed. Most attorneys just don’t have a unique selling proposition. And if it looks like you’re selling the same thing as your competitors, few people will pay attention to your marketing. The best design, targeting and copywriting can’t fix this.
Yet, nobody talks much about the “product” problem with respect to legal marketing. Why? Because no attorney wants to hear this unfortunate truth from his marketing guy. So, most marketing folks (both in-house and consultants) remain quiet and pray for a miracle. Clearly, this doesn’t solve anything.
So, what’s the solution?
The solution is to improve the product. While this is difficult, it’s by no means impossible.
How do you do it?
You need to figure out a way to make your product remarkable. In the case of lawyers, there is a two-step process:
- Become a specialist: Pick a well-defined market niche and declare yourself to be one of the world’s leading experts in that niche. If you aren’t one of the world’s leading experts yet, do whatever it takes to be able to plausibly make that claim.
- Demonstrate your expertise: Write. Speak. Blog. Tweet. You need to prove that you’re one of the world’s leading experts in your niche. This means that you have to give away your best insights.
Is that everything?
Pretty much. I don’t want to minimize the time and effort it takes to make this work, but it’s worth it. If you can make a good case that you’re one of the world’s leading experts serving a particular niche, you’ve greatly improved the chance that your marketing will succeed. It will be much, much easier to break through the clutter. People will begin paying attention to your message. In fact, they will look forward to hearing from you.