It’s not what you’re thinking. It’s not advertising, networking, social media, blogging, or speaking. It’s not even referrals, although that’s a big part of it.
Many lawyers don’t think of it as marketing, but it is. The smartest and most profitable kind of marketing a lawyer can do.
And here it is in a nutshell:
Give your clients more value than they pay for and expect.
Don’t roll your eyes. . .
Yes, it takes times and energy to do this. You’re giving away what might otherwise be billable hours, your knowledge and advice.
So there is a cost. But if you do it right, it’s not an expense, it’s an investment. With an astronomical return.
When you give clients more than they expect, they fall in love with you. As a result
- You increase client retention. Clients aren’t tempted to hire another lawyer or firm, even if that lawyer or firm has significantly lower fees. This means the lifetime value of your clients is much higher than what most lawyers get. They are relatively immune to leaving and this is true no matter what the state of the general economy or your clients’ industry or local market.
- Higher retention means you get more repeat business. It also means your clients are likely to give you more of their legal work, not just some of it.
- Stronger client relationships mean you can charge fees commensurate with the higher value you deliver.
- You also get more referrals from your clients and their business contacts to “repay” you for all the added value you deliver.
- You develop a reputation for proving excellent service and, through word-of-mouth, attract better clients who hear about you. You also attract bigger cases and more business opportunities.
- Your reputation allows you to attract more professionals and business contacts who want to work with you.
- Your enhanced reputation makes your other marketing easier, more effective, and more profitable. Overall, you have lower marketing costs, better results, and higher profits for you.
Surprise and delight your clients. They’ll be happier and so will you.
