Most lawyers focus their marketing on the wrong person – themselves. Legal marketing, often, is all about the lawyer. His or her experience, qualifications, education, etc.
But the best marketing isn’t focused on the lawyer. It’s focused on the client.
Instead of talking about yourself, your marketing should show your prospective clients how you are going to make their lives better. How you’re going to help them achieve success and/or avoid disaster. How you’re going to help them become a better version of themselves and achieve whatever goals or objectives they are pursuing.
A couple of examples…
As a business attorney, you’re helping your clients protect their investment and their life’s work. You’re creating a secure foundation for their family and their future generations. You’re helping them avoid legal and financial disaster. You’re enabling them to become confident, secure, and decisive as they pilot their business.
As a divorce attorney, you’re helping your client close a messy chapter of their life and move towards an exciting fresh start. You’re helping them to create that fresh start with confidence, knowing that they have the resources they need to thrive. You’re enabling them to re-discover themselves and live the next chapter of their life without fear.
Here’s a great commercial that illustrates this concept. The advertiser is Procter & Gamble – and they’re promoting diapers, batteries, laundry detergent, and paper towels. (And you thought your law practice was boring?!)
Yet, there’s not a word spoken about how absorbent the paper towels are, or how the diapers won’t leak. Instead it’s all about their target audience – Moms – and how their products enable mothers to become the person they want to be. The rock for their kids, helping them reach for the stars and achieve the impossible, even when it’s tough.
Just try to watch this without tearing up:
Great marketing isn’t about you. It’s about your clients – how you’re going to help them achieve their goals and become the people they want to be.