You’re working hard to establish your practice, to build a real presence in your community and you’re ready to add some effective marketing to help you reach your goals. But before you begin, let me recommend a few worthwhile steps to take on the front end, steps that will help assure success on the back end.
Its important to start with a strong legal marketing foundation, a solid infrastructure that will support your marketing efforts. This infrastructure should be aligned with your firm's goals & values. Now your business will project an authentic message and attract the type of referral sources and/or clients you are looking to work with.
Here are a few of the most critical and often overlooked elements of a successful marketing foundation: Biography, Elevator Speech, Ideal Client and Mission Statement.
Biography. Your biography will appear in a number of your marketing materials – website, direct mail, event brochure, etc. More than just educational background and a list of achievements, your biography should tell the reader a personal story – what drew you to a career in estate planning, what do you enjoy most about your business, what other activities you’re involved in, etc.
Elevator Speech. “So what kind of work do you do?” It’s a question we’re all asked at least a few times a week. Do you have a concise, compelling answer? A good elevator speech can present you in a positive light to prospective clients and potential referral sources. (Note: Prepare two versions, a client version and a referral source version.) This 30-second message tells the person what you do, who you do it for and how they benefit. I can’t tell you how many times I have received feedback from attorneys who had just written their elevator speech and were surprised how quickly they found it a useful tool in their everyday business life.
Ideal Client. Who is the client you feel you can best serve, the client whose specific needs match well with your special skills and experience? Describe him or her. By clearly defining your ideal client, the sharper your focus will be in marketing to that individual.
Mission Statement. One of the most neglected aspects of marketing planning, your mission statement identifies the target you’re seeking to serve and crystallizes your business purpose. More than just summarizing what you do, a mission statement lets people know why you do it. Just like your biography, a mission statement “Storybook” creates trustworthiness and a sense of connection between you and the prospective client and/or referral source. Using your mission statement as a prominent, active tool on your website and in your marketing activities confidently sets expectations on how you and your firm will be evaluated as a trusted advisor Download our Mission Statement worksheet, and get started on your Storybook.
Interested in learning more? Wealth Counsel is experienced in guiding and mentoring members in their practice building and legal marketing. The Legal Marketing Quick Start Program is a 90-day mentoring program that provides attorneys with a bird’s eye view of legal marketing techniques, essential for both getting your law business off to the right start and for retooling an already existing law business.. We empower you to instantly implement foundational legal already existing law business. The program features a structured, supportive, action-oriented approach to learning and what you learn on Friday, you can implement on Monday.
