Your services, your firm, or you?


When you are marketing in the “cold market”–to people who don’t know you–should you market a specific legal service, your capabilities and practice areas, or yourself?

The answer is, you should market what clients want to buy.

When a prospective client has a legal problem or objective, they want (to buy) a solution to that problem or a way to achieve that objective. That’s what you should lead with and feature in your marketing.

Once you have their attention, tell them about your services, experience and capabilities, because these are the resources you use to solve their problem or deliver their objective.

But lead with benefits.

Show them you can solve, prevent, or minimize their problem. Show them they can have the “better future” they desire.

Start with why. Only then should you talk about how.

When you market to your warm market–people who already know you, clients and former clients and business contacts–things are a bit different.

You already have their attention and permission to stay in touch with them. Continue to remind them about the benefits and solutions you offer, different use cases and examples, success stories and testimonials, because they might need your help again or know someone they can refer; and also also tell them about your other services and solutions.

As you continue to stay in touch with clients and prospects and build or strengthen your relationship with them, tell them a bit less about your services and a bit more about you.

Start here: The Attorney Marketing Formula

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