Are your services being upstaged by your brand?

It is natural for law firms to give their brand top billing in their marketing materials but it’s turning off droves of potential clients.

Law firms often feature their brand at the centre of their marketing materials because it is the one thing that brings all the partners and their teams together.

However, clients don’t buy brands they buy solutions to their problems. Certainly they need to see the brand but they don’t ‘buy’ the brand. Instead, they buy services that solve their problems and if you want to engage them and capture their attention you need to start talking about those services, in fact, you need to shout about them.

If you are not putting your services centre stage it’s little wonder that prospective clients look at your marketing materials and glaze over because all they see is soundbites and pictures of team members and endorsements from happy clients. Don’t misunderstand me, all these things have a role to play but it’s a supporting role not the main event.

Employment Lawyers are looking for clients that want ‘a Toolkit for managing redundancies from start to finish’ or ‘a set of contracts and policies to ensure legal compliance’ or ‘a complete HR management package’ so give those services top billing and demote the sound bites about quality and relationships to the supporting cast.

If you don’t believe me just take a few minutes to analyse your own buying behaviour. For instance, how do you go about buying a holiday? The likelihood is that like millions of other people you search Google for holidays to your preferred destination. In other words your primary interest is in the product not ‘quality travel agents’! Certainly you will carry out due diligence before buying, but it isn’t the first thing on your mind and the same goes for your clients.

Law firms must embrace foreign idea of marketing, branding efforts – Business First of Columbus

Law firms must embrace foreign idea of marketing, branding efforts – Business First of Columbus.