Not many would argue that clients hire lawyers and law firms they know, like and trust. Or they will use lawyers that were referred to them by people they know, like and trust. That certainly has been the belief of legal consultants like David Maister, who has professed such behavior over the years in his numerous books.
John Jantsch over on Duct Tape Marketing has a post on how organizing behavior is the future of marketing. He identifies seven behaviors that will help buyers (read: clients) decide on trying your product or services. He starts with know, like and trust; but goes on to include four more: try, buy, repeat, and refer.
But to get clients to change their behavior, law firms need to change theirs first. As Jantsch points out, contrary to the idea that content is king,:
“Today, marketing is about guiding a journey that the buyer wants to take rather than forcing them into the journey that fits our business model.
“People don’t really need more information, the need insight, they need guidance and they need an experience that allows them to behave like they want to behave. “
So, firms need to concentrate on messages that will encourage clients to get to know, like and trust them; and to:
- try your firm,
- have a good “buying experience”,
- develop ties to the firm that will to ensure they repeat the buying experience, and
- ultimately refer others because of their awesome experience.
Clients will only change their behavior as long as the firm gives them good reason to do so. Selling them with content on your web site alone will not be enough. Conveying marketing messages that encourages them to change their behavior is more likely the ticket.