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Dear John,
Yesterday I received a call from a lawyer who wanted to know if I could help him with Search Engine Optimization, Pay-Per-Click Advertising and Social Media Messaging.
Somehow I managed to control myself as I cleared my throat and mustered up the energy to ask him the million-dollar question:
"How do these tactics fit into your overall marketing strategy?"
The reply:
Silence....
This is a common occurrence. No, not people ignoring my questions, but the absolute bewilderment of a lawyer when I ask him about marketing strategy and his law firm.
Much of this confusion comes from a lack of understanding of marketing strategy.
That's why I offer you the three questions that will lead you to developing a sound marketing strategy for your law firm marketing.
Question 1: What do your clients say your law firm does better than any other law firm?
The answer to this question is your competitive advantage. It should be present in all of your marketing material and in every conversation you have.
The competitive advantage for my consulting firm is that we help attorneys make a great living and live a great life. We don't just help you make more money. We help you do so in a way that allows you to enjoy the money you make.
Question 2: Who is the natural target market for your legal services?
Think about your best clients. Which group of clients receives the highest value from working with you? What type of person or business comes to you again and again? This is your target audience.
Question 3: What does your target audience read, watch or listen to?
This question will help with your media selection. A patent attorney focused on obtaining pharmaceutical companies as a client will not receive much value from internet advertising. A customs lawyer will not receive much value from speaking at a convention of school teachers.
Your message must be delivered to a target audience in a way that makes it easy for them to receive and understand.
Here's my point:
Before you jump into selecting a specific marketing tactic, take a moment and think about your marketing strategy.
Failing to do so is like driving to an unfamiliar destination without the benefit of using a GPS (or at least a map).
In the old days they would say failing to think about strategy before selecting tactics is like putting the cart before the horse.
Here's hoping you Make a Great Living and Live a Great Life®
David V, Lorenzo
888.444.5150
Host of the Business Strategy Show:
Four Minute Fixation
Owner & Founder:
Valtimax Consulting
Professionals invest in me for help with:
- Leadership Development
- Business Strategy
- Law Firm Management
- Productivity Improvement
- Relationship-Based Marketing Initiatives
- Buyin g/Selling a Business or Professional Practice
- Private Problems They Cannot Share With Anyone Else
Call for help: 888.444.5150
I value and appreciate the relationship we have.
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888.444.5150
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