Wrong Marketing Assumptions
Anyone who has been developing business for awhile pretty much knows that certain things are not true, and can adversely impact their marketing efforts. But it doesn’t hurt to occasionally be reminded what some of them are.
Trey Ryder does just that in his current newsletter in an article he calls “11 Deadly Assumptions That Kill Your Marketing Program.” In summary his assumption no-no’s include:
- Clients and prospects know what services I provide;
- Referral sources will send me all the clients I need;
- When clients or potential clients have a question, they’ll call;
- My marketing materials don’t need my photo;
- Interacting often with prospects is a waste of time;
- Prospects will remember what I tell them, so I shouldn’t repeat myself;
- Business clients and prospects understand legal jargon;
- Certain marketing methods don’t work like they use to;
- The more complicated my message, the more clients will feel they need my services;
- Graphics in ads are less important than the message; and
- People understand that I’m busy when I don’t return phone calls promptly.
Most lawyers know that such statements are false on their face. Ya think! Then, how come some lawyers act as if some of the assumptions are true?
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Great Universal Marketing Tips. Especially the picture advice. I am always trying to get who I work for to get their face out there more. At the end of the day, a simple, repeated message from a firm while being reasonably accessible is a good way to go.
A great list. No 6&7 resonate with me especially, when I think back to my ordeal of getting a green card. I had an attorney from "BIG" law tell me the law, devoid of any human emotion. Funnily enough, they screwed up big time. Oh, this firm was referred to me!
Another Brit, recommended a boutique firm she was working with. I never directly dealt with the attorney but with a paralegal who was wonderful.
The paralegal decided to return to University and get his law degree. I remember being very upset, as I knew I was in safe hands and completely trusted him. He give my case to the senior paralegal. He reassured me that I was actually in better hands, that Salome was not only his mentor, but like an older sister and considerably more proficient in the law than he was. He made the introduction and much to my surprise, followed up with Salome every 3 months to see how my papers were coming along.
To this day, I'm very grateful to the firm and send referrals to them whenever I can.
Lesson: the human touch/element goes a long way in cementing relationships. As for the big law firm, every time I walk past Madison Ave, I still feel sick to my stomach!
