When it comes to digging deep, and uprooting the prosecution’s assumptions to win a client’s case, you, as an attorney, are a super human.
It’s probably the heart of what makes you such a good attorney, I would bet.
But, alas, we’re all human, and assumptions can really hurt when it comes to things like marketing your practice.
I hear crippling assumptions every single day.
Here are some Poisonous ones:
“My clients are different. They’re sophisticated, white-collar people who wouldn’t respond to this stuff.”
“My clients are different. They’re un-sophisticated, blue-collar folks who don’t read or have patience for this stuff.”
“Direct mail is unethical. You only get cheapskate, tire-kicking clients from it anyway.”
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“My competitor, Joe Attorney, is at the top of page 1 of Google for ‘Tim-Buk-Tu DUI Lawyer’. Therefore, he must be doing really well. If I could just rank above him, I would make tons of money, too.”
“I’ve been a lawyer for 20 years. You think anything you tell me I haven’t heard before?”
“The economy is bad. People have no money. That’s how it is.”
Once you’ve accepted these statements as true, you’ve thrown a wet blanket over your ability to improve.
These assumptions, along with others, are poison to an open mind.
Some marketing schemes I’ve implemented for DUI / DWI Attorneys:
- Custom coasters, matchbooks, wristbands, and napkins placed in local bars with DUI / DWI trivia and phone# to call if you’re arrested.
- A crumpled up letter sent inside a mini trash can, offering legal assistance, as part of an attorney’s jailer mailer.
- A 7-part email that automatically gets sent to potential clients every 3 days, giving them a tip on fighting DUI or hiring the right attorney.
- A non-professional-looking Q&A interview over Zoom with my attorney client, posted on YouTube and their website.
- A 24hr free recorded set of messages for potentials to call to get tips on fighting their charges, with a prompt to direct connect with the attorney at the end of the message.
Which scheme above made you assume:
“That would never work. I’m not comfortable doing that.”
Are you open-minded enough to cast off your assumptions, fill in the form (on the top right of this page), and grow your practice?
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Richard Jacobs
Speakeasy Authority Marketing