I was just talking to a client about marketing a law firm compared to marketing any other business. He was telling me that he thinks marketing a law firm is much more difficult than if you are selling iPhones or a restaurant or anything like that.
Marketing a law firm definitely has challenges that some other businesses don’t have. For example, if you’re running a restaurant, you can do coupons or discounts.
Lawyers typically don’t do discounts, coupons, or anything like that. But, at the end of the day, the psychology of marketing is the same because whether you’re selling legal services or you’re trying to sell pizzas, you’re selling to people. That’s the whole thing, it’s that the people are your target audience.
Finding Your Niche
If you apply the fundamentals of psychology that are required for selling anything, then marketing a law firm is not that difficult. The secret to marketing that most people don’t understand, and this is why most people fail at marketing, is all you have to do is find a niche.
You already found your niche. You’re a lawyer: bankruptcy, personal injury, criminal defense, etc. Then, you need to figure out what do people in that niche, what do your potential customers or potential clients, what is it that they want? And then, all you have to do is give that to them.
Now, I know that sounds easier said than done. But you have to remember, people buy what they want, not what they need. For example, I just bought a new MacBook. Last year’s model didn’t have all the fancy bells and whistles for what I need. It had decent stats, a big screen, it would last me for a long time, but I wanted all the fancy stuff. I wanted the touch screen and everything else that came with the new model that I didn’t really need. Again, I do not need this, but that’s what I wanted.
I spent about 700 dollars more on this computer just because it’s things that I wanted, not what I needed. If I had bought what I needed, I probably would spend 900 bucks, but instead, I spent 1600 dollars.
Once you figure that out, then marketing becomes really easy. I’m not saying that you have to deliver 100 percent of what people want. But once you start realizing what people want and what their desires and fears are, that will make your life and marketing a lot easier.
Catering To What People Want, Not What They Need
I’m a big proponent of creating something you can give away that solves a small problem in advance. Some sort of PDF document that you type up on your computer, save as a pdf and have it on a download form where when they download it, they get added to your email list.
I talk to a lot of lawyers who have a white paper that they wrote, but nobody downloads it and the reason why is because they didn’t answer that fundamental question. You didn’t ask yourself what do people that I’m trying to get to hire my law firm, what do they want? Now, what do they need because people don’t care about what they need. They care about what they want.
That’s why McDonald’s is so successful because people want a Big Mac. They can get a salad or whatever, but people buy what they want. What you need to do is you need to sell them or give them what they want and then, deliver what they need. So, that’s the basic marketing strategy.
How To Implement This Strategy For Your Law Firm
If you could just figure out and ask yourself: what does my client actually want? If I’m a Bankruptcy Attorney, what does my client want? Do they want relief from all debt? Do they want to keep their house? Do they want to fix their credit, so they can get buy house one day?
If you’re a Divorce Lawyer, obviously divorce is the angle, but what do they want? Do they want more time with their kids? Do they want financial freedom? Do they want to escape an abusive relationship?
If you’re a Personal Injury Attorney, what do they actually want? Do they really care about getting this huge settlement or do they just want to make sure that the medical bills are covered?
I’m not saying that’s the only thing you’re going to give them. But what is it that they actually want? And if you can play up to what they want and then you could give them what they need, then you’re going to have a lot of success.
I just created a webinar not too long ago, and it’s completely free. It goes into the strategy in extreme detail. It really gives you enough information that you could probably hit the ground running with the strategy. It talks about how to figure out what do your clients actually want and then how do you deliver. How do you create that bait that gives them the answer to a small problem? But, they still need a lawyer for a big problem, to solve the big problem.
If you want to register that, it’s completely free. Go to lawyermasterclass.com. Fill out the information and just select your preferred time. Just select the time to attend the webinar, and I look forward to seeing you there.