GROW YOUR LAW FIRM IN 2019
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WHY SOME ATTORNEYS ARE A MAGNET FOR AFFLUENT CLIENTS
What are these seven strategies? I don’t have space to list them here.
Ever wondered what celebrity attorneys like Gloria Allred or Mark Geragos do differently that makes them a magnet for affluent clients? (Or, perhaps, a respected peer in your own metro/practice area?) When a certain type of case comes up, and someone has enough cash to pay for the best, these attorneys always get the call. Why them? Here’s why I’m asking: We analyzed their marketing and found there are seven specific strategies these lawyers use to project an image of pre-eminence and establish themselves as the “go-to” expert for clients with certain types of cases. You can replicate these same strategies in your practice. Even if you’re not a “celebrity” attorney. Even if you’re a solo who just wants to attract enough quality clients to earn a comfortable six-figure living.
However, a while back I wrote and published a book called “Pre-Eminence: 7 Attorney Marketing Strategies that Attract Affluent Clients,” and it details them all in full. Would you like a complimentary copy? If so, follow the link below, confirm your practice’s address, and we’ll send one to you on my dime. (You don’t even need to pay for shipping.) Request your free copy here: http://speakeasy.marketing/affluentclients
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COMMON BRANDING MISTAKES That Can Torpedo Your Company’s Image
SLOPPY COPY Branding is far more than just a cool logo and a flashy website. The words you use to convey your values — and the value you offer customers — are crucial. Bad grammar, weird word choice, and other linguistic faux pas can make you look silly. Make sure you have professional editors look over your copy to ensure it relays the message you want it to. PLATFORM INCONSISTENCY Have you ever logged onto a mobile version of a website and wondered if you were in the wrong place? When that happens, it’s because a company hasn’t made the effort to mirror their branding across all platforms. It’s one thing to have an irreverent online presence — look to MoonPie’s Twitter feed for an example — it’s another to have such disparate branding that you leave customers confused. A great brand synergizes all aspects to create one indelible image for consumers. Share your values, convey clear messages, and provide a professional image. Once you’ve done that, you’re on the road to building a brand people want to support.
but that’s a dangerous mistake. If a potential customer interacts with your brand, and it doesn’t resonate with them, it’s going to be hard to win them back. By avoiding these common errors, you can create a brand that people will support and interact with. BLAND BRANDING “Branding is deliberate differentiation,” says author and consultant Debbie Millman. In other words, don’t create your brand by copying somebody else’s. The best brands stand out. Think about the iconic Nike swoosh, one of the greatest logos in business history. There was nothing like it at the time, and there’s little like it today.
The value of a strong brand cannot be overstated when it comes to growing your business. We call adhesive bandages Band-Aids and cotton swabs Q-Tips because those companies excel at creating memorable, trusted brands that consumers can rely on. There’s no recipe for creating a brand so strong that the name of your product becomes common vernacular, but developing a strong, consistent brand is within the reach of every business owner. This is why it’s frustrating to see companies hurt their branding through easily avoidable mistakes. Business owners often deprioritize branding in the early stages of their company,
...continued from Page 4 HOW TO ELEVATE YOUR CREDENTIALS AS A LAWYER By definition (being a licensed profession and all) every other attorney in your metro/practice area who competes against you or your firm is just as qualified as you are to take on a client’s case and represent them in court. So, you don’t have the same opportunity that a life coach does to use your stellar education to build a moat around your business. That said... Even though you share the same credentials as your competitors, there are at least seven ways we know of to “elevate” the way
potential clients perceive your credentials, so they come to the conclusion that you are more qualified. A while back, I put together a cheat sheet that shows you how to apply these seven techniques. It takes about 20 minutes to run through the exercises. This cheat sheet is complimentary. If you’re looking for ways to increase your authority in the eyes of potentials and differentiate your firm from competitors, then you should check it out. Download your copy here: http://speakeasy.marketing/credentials
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And What You Can Learn From Them BEST CONTEMPORARY AD CAMPAIGNS
SMALL GESTURES THAT RUIN RELATIONSHIPS WITH CLIENTS
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of small gestures that can turn potentials, clients, and members of the public against you — gestures that could have folks sullying your name on Facebook or leaving negative reviews. Why? So, you can avoid making these same mistakes. That way, instead of having disgruntled folks digging holes online (so to speak) for you to fall into, you’ll have people singing your praises. Here’s the link: http://speakeasy. marketing/ relationships
The internet has made it easy for any client (or potential client) to speak badly about you online, trash your reputation on Facebook, or even leave negative reviews. And so, even if your practice area is a “transactional” one, maintaining a warm and positive relationship with anybody who walks through your door is VITAL. In today’s podcast, we’re going to talk about this in more detail. Richard Jacobs is going to show you some examples
A great advertising campaign transcends the company that creates it. The Budweiser Clydesdales are nearly as iconic as the beer itself. People still say, “Dude, you’re getting a Dell,” in 2019, despite the fact that PCs aren’t even a major part of Dell’s business model anymore. When it comes to creating an ad campaign that Don Draper would be proud of, it’s best to look at massively successful examples from recent history. Here are a few of our favorites, as well as commentary on why they work and how you can use similar tactics. BRAND DIFFERENTIATION: APPLE This mega-popular ad campaign consisting of 66 spots personified the difference between PCs and Apple computers. Playing the role of “PC” was a buttoned-up, nebbish character you’d expect to find in the most morose workplace on earth. The “Mac” character, by contrast, was laid-back, youthful, and effortlessly cool. After launching the campaign in 2006, Macs became the default laptop for nearly every incoming college student. Clearly, the Most deodorant and shampoo commercials are bare-bones basic. They describe the “odor protection,” “moisturizing effects,” and the like. Old Spice takes the opposite approach. Their ads often feature absurd imagery, insane special effects, and Terry Crews literally yelling at you that you smell bad. Would this tone work for a life insurance company? Probably not, but it’s a great way to make simple consumer goods feel fun and exciting. SOCIAL AWARENESS: DOVE Dove’s “Campaign for Real Beauty,” which launched in 2004, was a long overdue change of pace for the beauty industry. Since time immemorial, fashion and beauty campaigns featured only impossibly beautiful women who had body types that the average person could never attain. Dove threw this aspirational, and potentially toxic, messaging in the garbage and decided to celebrate women of all shapes and sizes. If you can create a campaign that includes those who aren’t used to widespread representation, you’ll increase your reach in a hurry. CURATED COOL: DOS EQUIS Here’s a dirty little secret the beverage industry won’t tell you: Most industrially produced beers are made by one of two companies, and the vast majority of them taste remarkably similar. The difference, for the most part, comes down to the way they are marketed. Dos Equis, with their “Most Interesting Man in the World” campaign, carved out a name for themselves as the beer for urbane, thrill-seeking drinkers, despite the fact that their product is about as exotic as a Coors Light. Sometimes, perception really is reality. lighthearted jabbing at the competition worked. OFF-THE-WALL IRREVERENCE: OLD SPICE
REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH
• Five new chapters, live chat, the 2019 marketing changes for personal injury attorneys, and more • Completely revised and updated for 2019 • Complimentary copy mailed or emailed upon request
Available on Amazon Kindle or by emailing firstname.lastname@example.org.
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WHY SOME ATTORNEYS ARE A MAGNET FOR AFFLUENT CLIENTS
COMMON BRANDING MISTAKES
BEST CONTEMPORARY AD CAMPAIGNS HOW TO ELEVATE YOUR CREDENTIALS AS A LAWYER SMALL GESTURES THAT RUIN RELATIONSHIPS WITH CLIENTS
We live in a strange world. Once upon a time, an attorney would help a client fight a charge, or solve some kind of legal problem, and then ... you’d shake hands, wish them well, and move on to the next client/case. And that would be that. If a client wasn’t happy with the service your firm provided, you had a fair opportunity to make amends. And, if they still were not happy, life went on. These days, you have to be careful. SMALL GESTURES THAT RUIN RELATIONSHIPS WITH CLIENTS
This can be a difficult pill for some to swallow. But, as an attorney, your status as a highly educated and highly qualified professional of a licensed profession can sometimes work against you. Why? Well suppose you were, say, a “life coach.” Anyone can become a life coach, and the setup costs are almost nothing — which means, inevitably, it is a cutthroat industry. Most people marketing themselves as life coaches possess no formal education or qualifications to guide people through important transitions in their lives. Which means that if you are one of the few life coaches who has a master’s degree in developmental psychology, you can clean up. Because, in the life coach industry, education is a competitive advantage. Not so in the legal profession. HOW TO ELEVATE YOUR CREDENTIALS AS A LAWYER CONTINUED ON PAGE 2...
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