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The most skilled lawyers do a great job in the pre-purchase process.
By Matt Starosciak
It’s very true that the best marketing programs get a lot of little things right. One of my oldest friends is a skilled contractor who helped me remodel our first home located in downtown Plymouth, Michigan. One night, while we hung drywall into the wee hours of the morning, he said something I’ve always remembered.
“Matt, the key to a great remodeling job is getting a lot of little things right.”
Law firm marketing is the same way, and there are tons of examples. A top-placed Google paid ad is great, but only if the ad copy is compelling and sets the firm apart from other results on the page. The call from that high-net worth prospective client is valuable, but only if the right person is on the other end of the line to complete the intake. Obtaining an excellent result for a client is nice, but even more so if they write you a fantastic review to help your firm convert the next prospective client, or think to refer you when their friend needs legal representation.
When it comes to marketing, the most skilled lawyers do a great job in the pre-purchase process, but they also recognize that the real work revolves around a great implementation. Always commit the time and resources to make every piece of a marketing campaign as solid as possible. In the long run, this practice will allow your firm to spend less for the same positive financial results. It also helps ensure that your clients have a positive experience from the moment they discover your firm until you close their case with a successful result.
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