Legal Marketing Secrets

So, What's Your Message?

The legal profession, just like every other aspect of society, has become highly specialized. Legal generalists just don’t cut it any more, which means the days of hanging out a shingle and taking any case that comes in the door are over. Law is just too complex for anyone to know it all. I’m actually amused when people ask me a legal question and assume that just because I’m a lawyer, I should know the answer.
When deciding on your message, you need to determine what is your irresistible offer, why people should hire you and what’s in it for them. In other words, what’s the quid pro quo? 
Does your message hit a nerve or pain point? Does it address solutions to those pain points? What does your prospect really want and how are you going to give it to them? Do you save your clients money? Are you a business attorney who knows how to get deals done? Are you the least expensive? Can you save them time? Can you keep them secure? Can you help them win? What is it that you want to be known for? Is it reliability, high quality, the finest service, lowest prices, peace of mind, innovation, expertise, speed, or something else? Do you understand your clients’ pain…and can you stop it? And most important, how can you solve this problem in your unique way while creating a memorable experience?
Your uniqueness already became evident in completing the exercises in Chapter 2, but give a little more thought as to whom you care about and whom you want to serve. Focus in on your gifts, talents and the intersection of the needs of your prospects. 
Here are some ideas that will align your uniqueness with your offer and message:
 Your reputation in the field
 Your special talents
 Your singular knowledge and approach
 Your trial skills
 Your mediation or negotiation skills
 Your ability to help a particular industry
 The skills you impart to a particular group of people
 The solutions you bring to a specific problem
 The ongoing references or contacts you can provide
 Your credibility in a particular field of knowledge
 Your personal accomplishments and results
 The client’s intrinsic trust in you
 The long-term results that the client will achieve
Whether it’s by practice, industry, problem, or a particular group of people, your message is how your clients will view you and it will be the reason they want you as their attorney. It represents the major advantage or benefit a client gets from hiring you (more pleasure or less pain) combined with an irresistible offer and a powerful experience. It’s targeted and strategic and sets you apart by making your solution the thirst quencher your target client is craving. - Posted by Cole Silver

Practice Legal Gratitude

The Thanksgiving Holiday season is a time to be grateful.  How lucky we are to be lawyers in a free society.  To be able to help people, command respect, and at the same time…make a good living solving problems.

It’s certainly better than being in Pakistan where our fellow brethren are getting beaten up and arrested. 

The real question is how often do you really feel grateful?  What are you focusing on?  Is it the positive experiences of helping, educating and serving people?  Or, are you focusing on the negative aspects of practicing law?  The annoying clients, billable hours, or whatever.  As with anything else in life, you make your own reality and what you focus on…you create.  Studies show that being grateful makes you better liked, healthier and more creative. My suggestion, try to consciously practice gratitude every day and give thanks for all the blessings you have in your life and career.  If that’s too hard…then set a course to change it. 

I am grateful that you are reading this. Thank you and have a pleasant and grateful Thanksgiving!  Cole Silver…http://Findcareersuccess.com