Peter Drucker said, “The aim of marketing is to make selling superfluous”.
Sounds good, but what does it mean?
It means giving prospective clients enough information to convince them they need an attorney and why they should choose you.
It means creating websites and marketing documents that speak to the prospective client’s needs and wants, and the solutions and benefits you deliver.
It means collecting and sharing testimonials, reviews, success stories, and endorsements attesting to your abilities, results, and what it is like to work with you.
It means creating answers to frequently asked questions so prospective clients don’t have to ask you those questions.
It means setting up simple methods for following up with prospective clients who have contacted you, offering them additional information, inviting them to ask you about the specifics of their case or matter, and making it easy for them to do that.
And it means establishing systems that help prospective clients and the people who can refer them find you.
If you do it right, prospective clients are pre-sold on hiring you. The only thing left to do is to make the arrangements.
Well, almost. There’s more. Marketing is everything we do to get and keep good clients.
Big things and small things. Things we do once and things we do repeatedly. Things we do to get the client to sign up, things we do to get them to pay us, and things we do to get them to come back (and bring others).
And while “selling” is an essential component, when you do things right, your clients do most of it for you.
