Successful Lawyers Grow And Cultivate A "herd" Of Raving Fans
Think about branding in consumer goods
Think about branding in consumer goods. No matter what the product is, most people will have a fondness for one company over the others for that particular product or service. This brand loyalty is especially strong in electronics. Ask one of your tech-savvy friends what their favorite brand of Smartphone is and they will immediately fire off a company name. Better yet, ask them to explain WHY and you may be in for an earful.
As your friend rambles on about multi-touch capabilities and network compatibility, imagine they're talking about law firms - particularly yours. Wouldn't it be great to have clients that are this excited and eager to talk at length about how wonderful your law firm is?
Your "Fans" Are Worth Their Weight in Gold
When asked why they hired their lawyer, good clients won't tell you they just picked a name out of a phone book. A satisfied client will explain how helpful you were in explaining their case and leading them through the trial process. They'll sing your praises for the settlement they received and how you kept them informed with monthly newsletters.
With more and more consumers being wary of their purchases, they're turning to first-hand experiences from others to help them shop around. There are a ton of websites out there that rate products and services - your loyal "herd" of fans can help establish your status here. Positive reviews on sites like Yelp and Google Local are great; they show real people using your services and walking away completely satisfied.
Why do I want my law firm to become a household name?
Name recognition is all about security. It is great to know that you have a herd of fans out there whose first reaction to the word "lawyer" is to mention your name. This lets you take comfort that your "product" of expert legal advice and services is completely dominated by your brand.
Never underestimate the power of word-of-mouth advertising. Especially if you are taking in your ideal clients with the big cases, as these fans may have more influence outside of your office than you imagine. You never know who your clients know, and you definitely want your name to come up when they are asked about "their lawyer."
A Herd of Fans Requires Little Maintenance
Unlike a herd of actual animals, a herd of fans is much easier to maintain and cultivate. Once you've added a new member to your growing happy client list, all it takes is some reliable marketing and automation strategies to keep them there.
Make sure to keep in touch even after their case is settled, through monthly newsletters, holiday greetings, and big office announcements. Big companies like Apple can go years between product releases, but they stay in their herd's minds by constantly appearing through advertising. You don't have to be as ruthless (or spend as much money), but a once-a-month reminder of what your firm is doing through your newsletter is great to remind you're herd of fans that their lawyer cares.
Copyright (c) 2010 Benjamin Glass
by: Benjamin Glass
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