I admit that I have been guilty of marketing to myself. It's an easy trap to fall into. Now that I realize I've been doing this, it's as if the fog has finally cleared and I'm seeing through a different set of "marketing" eyes.
Whether it was giving feedback on a website design, a tagline, the look of a logo, or the marketing message behind our service, I found myself thinking, does this resonate with me? Would I respond to this if I had never heard of AttorneySync before? Unfortunately, these were the wrong questions for me to be asking. My personal response to the marketing message wasn't the correct one to be basing decisions off of because I am not the audience for AttorneySync's services. Now don't get me wrong, it's not as if my opinion has no merit. At the end of the day, I have to be proud of the marketing that is being put out into the public. That being said, I need to be asking myself questions that defines my audience, crafts a message for them, and then decide the best way to get the message out to those folks. This article from blog.inboundmarketing.com does a nice job of breaking down some of the questions:
Define Your Target Audience
Where are they located?
What level of education did they achieve?
What role do they play in their organization?
What is the necessary income/revenue?Craft a Message That Will Resonate
What are their interests?
What are their personal goals?
What are their past behaviors and how do those influence future decisions?Define Your Method of Communication
Where do they congregate?
What kind of information are they looking for?
Where are they when they need it?
It's one thing to ethereally understand you should be marketing to your audience rather than yourself. It's another thing to actually do it in practice.
Each decision you make regarding your marketing should be assessed from the viewpoint of how it will resonate with the audience your service is for. Unless you are a representative sample of your typical client, stop trying to create a marketing campaign around what appeals to you.
Photo by James Cridland
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: • PPC Ads • SEO Rankings • Lead Generation Very few want to talk: • Brand • Trust & Recognition • Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If you’ve spent any time on LinkedIn, you’ve likely seen posts from law firm SEO experts showing off charts with an “up and to the right” trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And it’s not just the agencies celebrating—𝗹𝗮𝘄 𝗳𝗶𝗿𝗺𝘀 𝘁𝗵𝗮𝘁 𝗵𝗮𝘃𝗲 𝗵𝗶𝗿𝗲𝗱 𝘁𝗵𝗲𝗺 […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]