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By Matt Starosciak
Walt Whitman once said “If you done it, it ain’t bragging.” This is a powerful truth that reminds of a common struggle among attorneys and how it can impact their ability to convert the best prospects into the best clients. A short story will illustrate.
I’ve done quite a bit of marketing work for a law firm in a small town in South Georgia. This firm was the oldest and most respected in the community. However, they started to notice a lot of out-of-town attorneys handling quality personal injury cases in their local courthouse. One of their marketing goals was to reverse the trend.
The firm, however, was very resistant to any sort of self-promotion. They didn’t want to come off as bragging to the community, partly because they weren’t those types of people, and partly because they felt it would turn-off prospective clients who lived in the surrounding area. Things such as client testimonials worried them, as well as highlighting past results in their target case types. Even including media coverage from newspapers and award badges on the firm’s home page was met with some apprehension.
Through some very intricate discussions, I was able to help this client understand that there is a huge difference between bragging and giving a prospective client solid reasons to choose their firm. Every law firm client, whether they are paying $500 or $500,000, wants to know they are getting the best possible representation. If you’re too worried about appearing self-absorbed, you open the door for other law firms to impress a prospective client you’ve worked hard to generate, either through your marketing investment or prior high quality work (i.e. referral).
Giving potential clients reasons to hire you is a critical piece in securing their business, and also the only way to ensure you maximize your fee. You’ve worked hard to establish your law practice. Take advantage of that work.
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