2013.04.24 legal marketing you.0
DESCRIPTION
My legal marketing presentation for the MBA's GP Solo SymposiumTRANSCRIPT
“If you think you’re to small to be effective, you’ve never been alone in a dark room with a mosquito”
And it’s only 200 large-type pages!!!
SETH GODIN DEFINES THE PURPLE COW AS “…ANYTHING PHENOMINAL, COUNTERINTUITIVE, EXCITING…
REMARKABLE.”
Most lawyers are “traditional marketers”
Not usually a
But let’s make you remarkable…
Remarkable marketing is the art of building things worth noticing,
right into your product or service. Not slapping on
marketing as a last-minute add-on, but understanding that if
your offering itself isn't remarkable, it's invisible.
PRODUCT
VS.
VALUE
THE WORTH OF SOMETHING TO
SOMEONE
HOW DO YOU IMPROVE YOUR CLIENT’S CONDITION?”
PRODUCT
REAL ESTATE CLOSINGWILLDIVORCECONTRACT
VALUEWHY SHOULD THE CLIENT ORREFERRAL SOURCE CHOOSE YOU?
WHAT MAKES YOU THE BETTER CHOICE?
Experience?Are you an expert in the field?How do you make your clients feel during the process?
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
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
Build Strong Relationships (Trust)
Be Relevant (Like)
5 B’s of Branding You 2.0 (Know)
Be Ubiquitous
Be Social
Be Interesting
Be Remarkable
Be Yourself
Learn to Sell (at least a little bit)
1,200,000
GOOD LUCK TO YOU!
Alan J. Klevan, Esquire99 Needham Street, Suite 1422
Newton, MA 02461617-564-3299
[email protected]/in/alanklevan
www.twitter.com/AlanKlevan