Legal Marketing that People Love?

Gyi Tsakalakis
September 3, 2013

People hate marketing. A lot of people hate lawyers. Put them together, and just about everyone hates legal marketing. Is it possible to create legal marketing that people actually love?

When people think of legal marketing, they tend to think about crappy lawyer TV ads, billboards, websites, etc.

And let's face it, for the most part, legal marketing has come to deserve much of this negative reputation.

The ads tend to be ego-driven celebrations of how hard the lawyer fights and how long she's been practicing.

They tend not to focus on the issues faced by their audience of potential clients.

And it's very rare to find legal marketing that actually provides something of unique value to potential clients.

So, it's little surprise that most legal marketing is just plain crappy.

But does it have to be this way?

I first heard the phrase, "Marketing that people love," from Hubspot.

I'm not sure whether or not they coined it.

It's a great mantra though.

Think about that for a second. Marketing that people love.

What might that look like? Is it even possible for a law firm to create marketing that people might actually love?

Hubspot compiled 29 tips from industry experts and put them in a slide deck:

Learning Loveable Marketing from the Experts from HubSpot All-in-one Marketing Software

You might read some of these tips and quotes and think that they simply don't apply to marketing a law practice. And that's what I'm hear here to argue with you about.

Great legal marketing makes your clients feel like they're part of something special. Huh?

You might argue that, "my clients don't care about feeling special, they just want results."

And of course, you're right, clients want results.

But you're probably overlooking how important their feelings really are to your marketing.

People tend to talk about things that are exceptional. That means both exceptionally good and exceptionally bad.

There are a multitude of ways you can make your clients feel like they're part of something exceptional. I'm not going to try and reproduce them all here.

The point is that you should be constantly thinking of ways to make clients feel exceptional. Then, ask them whether or not they feel like they're part of something special in working with you.

Your relationship with your client is only as good as the last time you interacted with them. This one you should know already. What is the source of most attorney grievances? Lack of communication.

What is your process for maintaining regular interactions with clients? Do you even have one? Hint: Sending your bill doesn't count.

You must show people that you genuinely care about them.

Here's a question for you: Do you genuinely care about people?

If not, perhaps you're in the wrong line of work. How can you possible show people that you genuinely care if you really don't? You can't.

And if you do care, it's likely to show, at least some of the time. But sometimes, you have to go out of your way to show people how much you care about them.

People don't fall in love with law firms, websites and ads, they fall in love with people.

You've probably come across a lot of "stuff" online about building a brand, logo design and website marketing. I leave it to you to decide how much weight each of these deserve at your practice. However, I would suggest that none of them will ever be as important as how your clients feel about you (and other people they encounter at your firm).

What marketing do people thank you for?

Hopefully, at some point in your career, someone has thanked you for something professionally. What was it? That's your best marketing.

Has anyone ever thanked you for writing something (i.e. left a comment, sent you an email or twitter reply)?

Listen for this feedback. You might not have realized it then, but you created marketing that at least one person loved.

Don't be afraid to show your personality.

Personality is a huge part of making legal marketing that people love.

It goes to authenticity.

It goes to character.

It goes to trust.

These are some of the building blocks of relationships.

Don't market yourself in a way that doesn't feel like you.

Too many lawyers think that they can purchase great marketing in a box.

That's not marketing that people will love.

The truth is, if you're providing excellent service to your clients, showing them that you genuinely care about them and regularly interacting with them in ways that demonstrate that you really do care, you're probably already creating legal marketing that people love.

Next it's time to find ways to let other people know about what you've been up to.

Have a "legal marketing that people love," story? Feel free to share below.

Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
1 Comment
Newest Most Voted
Inline Feedbacks
View all comments
How to Really Impress People Online: Relationships and the Web - Attorney at Work - Attorney at Work

[…] It’s about doing “stuff” that people find interesting, useful or entertaining. It’s about doing “stuff” people love. […]

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]

Read More
June 7, 2023
On Attribution

John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]

Read More
February 1, 2023
Authenticity & Engagement

The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]

Read More
May 26, 2022
SEO Expectations for Law Firms

How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]

Read More
May 6, 2022
Who Should Do Marketing?

And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram