5 ways to effectively market yourself in a legal practice
In today’s market, competition is generally high. How we present ourselves to the world can make a significant impact on the success of our firm or practice. So here are the 5 ways to effectively market yourself in the legal market.
We made sure to keep our list simple and easy to remember:
These are the traditional five senses. It should be the goal of the effective legal firm or practice to reach all five senses of potential clients through various means.
Vision:
It is important for the practitioner, or any business for that matter, to reach the potential client’s line of sight. There are many ways to do this. In today’s market, however, one of the most effective means for catching the eyes of the potential client is by having a clear and simple website which is easy to use and, most importantly, is on the first page of a Google Search. Also, if it is known that a specific group of potential clients watch a particular channel on TV, try to put an advertisement on that channel. If your potential clients are likely to spend more time on YouTube, make a YouTube channel or advertisement.
But don’t just stop after that. A marketing campaign is not just outside the office but inside as well. If a potential client walks into the office, it is important that such office looks good (check out our article on the Perfect Office). Furthermore, it is important that the practitioner looks good! So make sure to dress to impress.
Reaching the client’s line of sight and gaining their attention and interest is very important, for our memory works best from visual stimuli. In other words, we are generally better at remembering or recalling what we have seen attentively rather than what we smell or touch. So make sure to reach the eyes of potential clients and show them your value.
Hearing:
Human beings are generally good at remembering what they have heard if they are attentive to what they hear. So it is important for any practitioner or firm to be heard in a way that draws attention.
There are many ways to be heard. Today, podcasts are quite popular. It may be beneficial to attend someone’s podcast and speak with clarity and specificity. Another option is to place an advertisement on a radio channel if it is known that potential clients will be listening to that channel.
However, the best and most effective way to be heard is to be a good lawyer or firm. If the work you do is exceptional, it is possible that clients will speak on your behalf by placing a good review. Reputation matters a lot in this field. There is nothing better than a potential client saying, “I hear this lawyer is amazing at what he does.”
Smell:
In contrast, there is nothing worse than a potential client saying, “something smells fishy.” Trust is crucial to a legal practice not only from a legal standpoint but also from a business standpoint. In addition to the metaphorical sense of smell, it may also help to literally smell good.
Olfactory marketing is a relatively underdeveloped field of sensory marketing. However, there is evidence that the scent of a person may have an impact on first impressions. And if first impressions are good, then the following impressions tend to also be good. Thus, to enhance the likelihood of good impressions, make a good first impression by investing in scents which make the office smell good and make the lawyer smell good.
Taste:
Did someone say, “free pizza?”. It is common knowledge that our actions sometimes follow our stomachs. So to be more welcoming to potential clients or current clients, make sure to invest in some refreshments for clients entering the office. Offer them coffee or tea during meetings, give them refreshments, etc. Be hospitable. Sometimes, it could even help to take a potential client to lunch.
Touch:
Be careful with this channel of marketing. There are some clients who are huggers and some who are not. But nothing beats a strong and confident handshake. Since first impressions matter, and a handshake significantly affects first impressions, handshakes do matter.
But handshakes are not only important for first impressions. It can also be important when saying goodbye. Last impressions can sometimes be just as important as the first. So make sure, after speaking to a potential client, to give a good handshake when saying goodbye for the day.
Sensory Marketing (Scrap Notes)
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