Should you market your law firm or your individual services?

Both.

When someone searches for information about estate planning, filing a tort claim, or getting out of their lease, that’s what people want to know. You should provide them with information about those problems, and the solutions you offer via your services.

People also want to know about your firm–your experience with matters like theirs, the kinds of clients you represent, and why they should choose you instead of any other lawyer or firm.

They want to know why they should trust you, how much you charge, how long the work will take, and how to get started.

So, market both your firm’s capabilities and your services. But there’s something else you should market that’s even more important. In fact, it is the essence of all professional services marketing.

I’m talking about you.

Market yourself. Let people see you, hear you, get to know you. Let them see what it’s like to work with you, to have you advising them, advocating for them, and helping them solve their problems and achieve their goals.

Law firms are faceless, cold and impersonal. Legal services are technical, abstract, and boring.

And then there’s you. A complex, competent, and caring human being.

People want to talk to you, hear your words of wisdom, and cry on your shoulder. When they’re in trouble, they want you by their side.

Market your services and your firm, but more than anything else, market yourself. Because people buy you before they buy your services.

The Attorney Marketing Formula