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Lawyers understand the importance of words better than anyone. After all, who better than a contract lawyer to understand that sensitive clauses can seal or sabotage a contract?
But who better than marketing teams to understand that the word “marketing” often has negative connotations?
You shouldn’t. I will explain the reason in detail later.
But how many of you (raise your hand) think of marketing as something that is handled sporadically by a group in an office?
How many people only associate marketing with brochures and advertisements?
How many people think of marketers as individuals who simply raise funds, design logos, and provide ample supply of business cards?
Yes, please lower your hand. I have news – Marketing includes everything you do.
That’s why we often use terms like “marketing,” “business development,” and “branding” interchangeably. Although subtle and clear, let’s focus on marketing for today’s discussion and refer to the American Marketing Association’s official definition.
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging products of value to customers, clients, partners, and society at large.”
Marketing is ubiquitous.
When expressed in this way, it can be seen that many of the activities of a lawyer fall under the category of marketing. Even legal work that involves providing a service of value to a client is marketing. Every interaction you and your company have with clients, potential clients, and influencers constitutes marketing.
Every time your assistant or company receptionist answers the phone, here’s what happens: marketing.
Every time a client receives an email from you, it will look like this: marketing.
Every time a client receives a message, invoice from you: marketing.
When talking to someone about your professional endeavors, be sure to: marketing.
Every time you welcome a client or potential client into your office, do the following: marketing.
Doesn’t that idea make you a little nervous? It should. In summary, everything you do, including what you say, how you say it, what your office looks like, and the company you work for, shapes the impression people have about you and your business. That’s marketing. . All of it.
Here’s a compelling insight from Blue Kite Marketing on why you should adopt a marketer’s mindset:
“Marketing should permeate the entire organization. After all, every interaction and touchpoint with a customer is scrutinized, celebrated, and shared with the world.”
Leave a review important This has always been the case in the legal field. On social media, not all of these impressions are experienced only by clients, potential clients, or influencers. It’s something each of them can share with a wide audience. They are no longer just telling stories among friends and family. They post it online for the world to see.
And guess what? That’s also marketing. Are you confident that people are telling you what you want them to say about you and your company?
Blue Kite Marketing emphasizes that “every employee belongs to the marketing department.” That doesn’t mean you shouldn’t consider running ads or determining the best graphics for your brochure (as an aside, that’s also what marketing departments do).
It means recognizing that everything you do, including how you practice law, conveys a message about the kind of lawyer you are. The way you manage clients, the way you interact with colleagues and referral sources, the way you network at events and social gatherings, and the way you collaborate with colleagues all come together to express who you are as a lawyer.
Have you ever thought about what kind of experience you’re delivering through those aspects? It’s the message you want your clients, potential clients, and influencers to perceive about you and share with others. (You may remember that we touched on this at some length in our discussion of personal branding.)
what makes you stand out
When I ask this question, I’m sure you can instantly recall your elevator speech, a few sentences that concisely explain your work and the value you bring to your clients. And to some extent, that’s what we’re exploring here. But let’s dig deeper.
Blue Kite Marketing claims:
“People use hundreds of products and services every day. About 95% of these interactions go completely unnoticed. Another 3% of those experiences are the ones you’re dissatisfied with. The rest. What’s worth talking about 2% of?”
Take a moment to think about all the interactions you have every day: with co-workers, providers of goods and services, family and friends. Which of them do you remember most?
Ask yourself why these interactions stand out. Perhaps someone made an extra effort where it wasn’t necessary. Or maybe someone understood your needs, even if they said it differently. Perhaps they showed extraordinary kindness and cheerfulness in a difficult situation, or maybe they remembered something surprising about you from a previous encounter.
Write it down and reflect on how you can translate it into the kind of service you offer your clients. If something is memorable for you, it will also be memorable for your client (if you translate it to meet their needs and desires).
Creating a memorable experience for your clients, potential clients, and influencers allows them to advocate for you, and they will do the marketing for you. Why is it important? We are far more likely to consider doing business with someone we trust if they tell us about a great experience they had with them, not just a good experience, but a great experience. will increase.
Ask yourself today – what is it that I am worth talking about?
Remember that in today’s market, being a good lawyer who provides value to your clients in your practice is the basic minimum requirement. We have many excellent lawyers with excellent academic backgrounds, extensive experience, and aptitude. But what inspires clients, colleagues, and friends to advocate for others from the rooftops?
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