Marketing a law firm is a lot of work. Often times, there are so many details to address that by the time a lawyer gets down to writing a page of content, creating an email template, or thinking about the messaging on the firm’s website words just get thrown up on the page. It’s a lot of work to craft a message that resonates with your audience, but there is danger in taking this for granted.
Mixed Messaging: A LinkedIn Example
I received the following email from a LinkedIn user:
Let’s take a minute to analyze the messaging.
- The email itself was unsolicited. I was never asked to connect with this individual prior to receiving the request to check out the website being pitched.
- The individual tells me the site is free and goes on to say that I “won’t have to worry about advertisements or spam”. Credibility is now lost since I am being told not to worry about spam….. in a spam email I was sent unsolicited.
- Most important of all, the site this user wants me to check out is supposed to contain information and tips about social media marketing techniques. Unfortunately, the sender’s entire approach shows a fundamental lack of understanding regarding the use of social media.
A marketing effort was made here, but the messaging was so off base with the implementation that I would argue they did more harm than if nothing had been sent at all.
It’s important that you aren’t doing marketing activities for the sake of marketing without thinking about your message. Take the time to construct a persona of the individual you are trying to reach with your message.
- What are they looking for?
- What problems do they need help with?
- What are common questions they have?
- How can you help them?
- What types of solutions appeal to them?
- How can you help them better understand the issues?