How to promote your law firm when you hate marketing

By Tom Trush

For many attorneys, a dislike for marketing is as common as business cards at a networking event.

And that's understandable.

After all, marketing is often seen as a necessary evil -- an expense that steals attention from product or service development, client work, and sales

But if you're among those with an aversion to marketing, ask yourself this ..

Do you hate marketing, or do you hate the lack of response you get when marketing?

You see, I find the dislike frequently comes from frustration. After all, if your marketing generates responses that lead to more sales, how could you hate it?

Furthermore, when your marketing performs, it becomes an investment -- not an expense -- that produces a measurable return.

Right?

So let me give a few quick tips for making your marketing more successful ..

> Communicate with prospects/clients on a regular basis If you're not building lists of these people right now, you're overspending on your marketing. Worse yet, you're missing major opportunities to position yourself as a trusted resource in your industry.

> Deliver more value than your competitors. In today's world, value is often in the form of help. Prospects expect you to dedicate resources, share you expertise and make their well-being a priority before you pitch your product or service. So don't hold back -- give away great tips.

> Remove the risk of working with you. As I detail in my new book, people don't trust you. So you must overcome this disbelief. What concerns keep people from contacting you? Address and prove these fears wrong -- and don't hesitate to guarantee a desired outcome.

> Market consistently. Avoid running promotions only when you need leads or revenue. If you want to build trust and establish yourself as a helpful resource, then reach out to prospects/clients for reasons that benefit them more than you. Remember, consistency creates trust.

> Create an experience. Most marketing gets ignored because it's boring. But the fact is, the more boring your industry, the more opportunities you have to attract attention. Solve problems, share tools, tell stories, interview experts, ask and answer questions, and just be willing to do the unexpected.

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© Trey Ryder
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