Legal Marketing Blog

Okay, there is a boner of an idea you might say. But, stick with me a minute.

Actually, the idea isn’t that farfetched. In fact, it’s pretty elementary. Bloggers do it all the time, that is, if their blog is any good. Lawyers present at seminars and write articles all the time as well. And, if they are at all effective, they will be very educational, informative, useful, enlightening, etc., etc.,….you get the idea. That is called giving knowledge away.

Some refer to it as “educational marketing” (Trey Ryder for one), or “content marketing,” as in an recent article by Jay Fleischman over on Legal Practice Pro.

Some would argue that knowledge is our stock and trade, and it is of course. So, why give it away? Because by demonstrating your expertise through a number of blog posts, articles, speeches, etc., you will enhance your reputation, and gain clients in the process. Even if you tell people how to do something, they will still call upon the “expert” when it comes to crunch time.

That is why giving your knowledge away is one of the smart ways to develop business.

Tom

I am really pleased to see this point being picked up. I keep trying to tell people that professional service firms need to embrace the idea of giving material away for free as it will reap huge rewards for them in the long run. I am a big fan of Dr Robert Cialdini's work on the law of Influence and am surprised that more people have not come across it. Also the book Free by Chris Anderson. Thanks for raising the point.

pro bono can be great especially for those in need. You never know, sometimes what goes around comes around as they mention.

It's true. I got very good legal advice that helped me decide what to do in a sticky situation while I was going through a divorce. The information I received swayed my decision to go with a particular law firm over another just because of their willingness to help me out when I needed it.

Hi Tom.

It's called moving the Free Line.
How far can you go?
95% of information given away won't damage sales. Because people want solutions, not just info. The info give away convinces them you are the right person to provide the solution.

I absolutely agree. I like to give my clients everything I know after learning of their position. I have found the more I inform, the more clients have stayed with my firm.

Knowledge in this context includes your assessment of potential costs for the client. Being an "expert" does not in itself win a client's trust.

It's a great idea, Robert Cialdini said first then Frank Kern put it to practice and made all the money. Well... He was not the first, think of your church, Martha Stewart, Bob Villa, and the list goes on. How do they make money? By giving plenty of content up front FREE. They make their money on the back end. Bob Villa for example he explains you for 1/2 hour how to install hard wood floors But then again you will go later an by Bob's hardwoods because now you like him.

In my biz I explain Sellers how to sell their homes by them selves, and after all the information I give them They realize that they better hire some one to do it. By then they are sold that I'm the man for the job, because now they see me as obvious expert.