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As business owners it is easy to get into the habit of thinking about yourself in two different personas - the lawyer and the business owner. Sure it is two different skills sets, but at the end of the day you are one person. Even Superman struggled repeatedly with having two personas. When it comes to marketing and sales in particular there is a real tendency for law firms who do their own marketing to create a story around a perceived point of difference and their aspirations in relation to the client journey, rather than simply telling potential new clients what it is that they actually do.
There is a great scene about this in Mad Men. Now generally as a marketer, I am frustrated by how this show represents marketing, just like I am frustrated by most shows about lawyers, but this scene is a really great example of what you should be doing.
The client is unhappy because the Government had the temerity to tell them that they are not allowed to make any health claims in their advertising. The part that I love is where Don comes up with this slogan -
Don: This is the greatest advertising opportunity since the invention of cereal. We have six identical companies making six identical products. We can say anything we want. How do you make your cigarettes?
Lee Garner, Jr: I don't know.
Lee Garner, Sr: Shame on you. We breed inset repellant tobacco seeds, plant 'em in the North Carolina sunshine, grow it, cut it, cure it, toast it -
Don: There you go. There you go. [He writes: "Lucky Strike. It's Toasted."]
I am a lawyer myself so in case there is any confusion, I am not saying being a family lawyer is like selling cigarettes. I am saying do what Don asks the clients to do here, ask yourself what it is that you actually do. Talk about what it is that you actually do. That might not feel exciting, but in order to see the value in using your services, your potential clients need to understand what you do. How do you help?
Now, of course, you are selling a service not a product so it isn't quite as simple as coming up with a cute tag line. During our 'How to run a legal practice' event in January 2021 we will step you through how to think through what you are doing from a sales or marketing perspective.
Jane Oxley - CRO Smokeball
Jane Oxley will be leading this session on taking what you do, every day, and turning it into a way to market yourself, or a way to convert clients more quickly.
You don't need to re-invent the wheel, you just need to do a better job of communicating what it is that you are actually doing to your potential clients.
If you want to find out more about Jane then you can visit her on LinkedIn.
Starting a new Family Law Practice?
We have previously run an event, on Thursday 21 January 2021, for those lawyers who are starting or have started a new practice. Don't worry though, you can still sign up to receive the recordings.