Marketing is an oft-misunderstood art. I frequently ask attorneys about their mission and vision for their practice. I ask these questions because their marketing will become their public image, and I want that public image to accurately reflect who they are. The best thing you can do with your marketing is ensure it is genuine -- and genuinely you. Why? Because you want to attract people who will relate to you, who will like you, and so eventually become clients and perhaps even referral sources.
It's okay to put yourself out there. Some people will be drawn to you. Others will not. Let them go. They will not be good clients for you anyway.
If you follow me on Facebook, you know that I spent four days in Las Vegas last week -- and you know that I did not enjoy the city. I was homesick. I missed my horses, my husband and my farm. But - I travel a lot, and seldom feel this incredible longing to get back home FAST.
What was going on?
Las Vegas does a great job of marketing. They tout themselves as "Sin City." I saw a billboard that read, "Just the Right Amount of Wrong."
That struck me. What is the "right amount" of Wrong?
I didn't think it was funny or cute -- because I don't really think there is a "right amount" of Wrong.
But at least they are honest. If you think think there is a right amount of Wrong, and Sin City sounds like fun to you -- then Las Vegas is your town!
Clearly, I am not their target market. I only went there beause I had to, I was on business. And I have bad-mouthed and complained about the place ever since.
This can happen to you as well. Have you ever had clients you simply could not satisfy? No matter what you did, they just did not seem happy with you, your office, or your work? This may not be a reflection on you or your work at all -- it may be the result of poorly-targeted marketing. Marketing that does not convey who you truly are may attract people who just.don't.like.you.
I challenge you to review your marketing through this lens: does it genuinely convey who you are, how you approach your practice, and how you treat people?
If not, now might be a good time for you to give us a call. We follow a personalized process to build an estate planning / elder law marketing system that works for you, beginning with a personal marketing consultation, DiSC Profile analysis, and your Personal Account Manager. We call it The Essential Solution®.
Who knows? It may be the Right Amount of Right for you!
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