2012.05.10 marketing presentation
DESCRIPTION
Did a brief law practice marketing seminar for the Massachusetts Bar Association on stressing the importance of providing value to your clients versus just marketing your product.TRANSCRIPT
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1.2 million
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55,000
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1
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“If you think you’re to small to be effective, you’ve never been alone in a dark room with a mosquito”
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And it’s only 200 large-type pages!!!
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SETH GODIN DEFINES THE PURPLE COW AS “…ANYTHING PHENOMINAL, COUNTERINTUITIVE, EXCITING…
REMARKABLE.”
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Most lawyers are “traditional marketers”
Not usually a
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But let’s make you remarkable…
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PRODUCT
VS.
VALUE
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PRODUCT REAL ESTATE CLOSING
WILLDIVORCECONTRACT
VALUEWHY SHOULD THE CLIENT ORREFERRAL SOURCE CHOOSE YOU?
WHAT MAKES YOU THE BETTER CHOICE?
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HOW CAN YOU PROVIDE VALUE TO YOUR CLIENT OR REFERRER?
• House calls• Spend some time “off the clock”• Have a computer in your waiting room• Be proactive with client and referral calls• Consider Google Alerts to stay up to date with clients/referrers• Send birthday cards• Have a firm “open house”• Value Based Pricing• Limited Assistance Representation• Creating client extranets• Blog• Stay active in your community
• BUILD YOUR RELATIONSHIPS ON THREE WORDS
• KNOW• LIKE• TRUST
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THESE THINGS WILLDIMINISH YOUR VALUE
• Guarantee a certain result
• State you will do a better job than a competitor
• Overpromise and underperform
• Reduce your fee
• Fail to be the captain of the ship
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SAFE = RISKY
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1,200,00055,00040,000
1
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TAKE RISKS TO BE THE “1”
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GOOD LUCK TO YOU!
Alan J. KlevanKLEVAN & KLEVAN, LLP1 Hollis Street, Suite 243
Wellesley, MA 02482781-237-4700
[email protected]/AlanKlevan
www.lawpracticestrategies.com
Concentrating in workers’ compensation claims, motor vehicle claims, divorce and estate planning.