Most firms make the mistake of talking about themselves – in superlatives, I might add. No one cares. Clients want expertise, but they are not going to believe a firm is great because its brochure or web site says so. Rather talk about the needs and wants of your clients. Talk about the issues that your clients care about.
Ned Steele, a media consultant talks about a different 80-20 rule. He states that lawyer marketing/media publicity should be eighty percent about the client, and only 20 percent about themselves. Interesting and right on!
Stop talking about the law firm’s expertise. Rather talk about the ISSUES and CONCERNS of the client. Ned’s article gives a couple of examples. Worth a read.
