Law Firm Marketing Strategies: Crossing the Language Barrier to Market Your Services

If your law firm is not growing (or worse yet, shrinking) and your revenue stream is down to a trickle, it's high time to start being proactive with your marketing. One of the most important aspects of successful law firm marketing is the ability to clearly define and demonstrate the services which you offer. Put yourself in the shoes of your client for a moment. If you are not employing proven legal marketing techniques to tell them what you have to offer, why should they buy from you? If you don't tell prospects how you are different from your competitors they will assume you are basically the same and start shopping you on price.

After many years of studying effective law firm marketing strategies, I have seen a common problem. Many attorneys communicate with prospective clients in a way clients do not understand. One of the biggest mistakes a lawyer can make is to use "legal jargon" when speaking with prospects. No one wants to feel stupid and would rather save face than risk embarrassment by asking you to define what you believe is a "common legal term". Effective marketing for attorneys relies on your ability to be understood; without a clear understanding of what you can do for them, most clients will head for the nearest exit.

As a lawyer, you must uncover the words and phrases your clients use to describe their goals, challenges and problems. You must cross their "language barrier" before you can begin to entice them to learn more about how you can help them. For example, unless they have experienced it most people don't know the difference between Chapter 7, 11, and 13 bankruptcy. Nor do they know the difference between a will, living trust, and an estate plan.

Here is a simple exercise which will help you accurately demonstrate your product and services:

1. Write down the terms and language you use to describe what you do to another professional in your field.

2. Now, write down the key words and phrases your clients use to describe your services to you. (If you can't complete this step, start asking your clients and listen to them as they describe their problems.) Your ability to succeed in law firm marketing will rely, in part, on your willingness to write down the key words and phrases your clients are using and committing them to memory.

These two lists should be very different. If they overlap by 50% or more, you are probably not listening closely enough to prospects and clients. It is recommended that you go back to square one and ask more questions, listening more intently, if you expect your legal marketing efforts to be effective.

Review your current marketing materials closely.

Are they filled with terms from your list or your client's list?

Which list of words predominate your legal marketing material, like your website and brochure?

Do your materials read like you are primarily addressing other attorneys or your prospects?

Is your marketing material filled with legal jargon and in-depth technical descriptions of your services? If so, remove them.

Could the "average man/woman" on the street pick up this material and know exactly who your ideal client is and how you can help them in thirty seconds or less?

Failing to cross your prospect's language barrier is a common mistake seen in all forms of legal marketing. By spending the necessary time to analyze and update brochures, marketing materials and ads you will greatly improve your ability to connect with prospects and convince them to hire you.