In this interesting podcast from Richard Jacobs, the president and founder of Speakeasy Authority Marketing, Jacobs discusses the essence of a brand and the importance of ‘consistency of message.’
Jacobs is a noted marketing professional, and throughout his successful career leading Speakeasy Authority Marketing, he has helped many law firms and private attorneys nail their marketing goals, helping them bring in more, and better, clients.
Jacobs recounts a story about a particular copywriter who had a client who was insistent that the copy is written always be original, never repeated. This got Jacobs’ entrepreneurial, strategic mind thinking. Many of us do sell the same thing or things repeatedly to various clients and customers, and how we pitch it and sell it actually does need repetition; it needs continuity and consistency. Repetition of message is important. McDonalds, for example, is a brand that excels at consistency. When we walk in a McDonalds we know that there will be a sameness that we can count on… in taste of food, dining room, etc. And as professionals, we need to emanate that level of consistency.
Find out what works and repeat it. While your pitch might become boring to you, it’s new to new clients, so be consistent in your pitch, but find new ways to keep it spicy so you can deliver it with excitement, to get your customers and clients excited about moving forward. Jacobs states that customers and clients enjoy having a company or professional they can count on. Consistency matters. No matter what practice area you work in, you must follow up, and be consistent.
Podcast: Play in new window | Download
About Richard Jacobs
My name is Richard Jacobs, and I've discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 12 years.
I've come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:
- Helped over 180 attorneys author their own practice area book and become the 'implied expert' in their practice area
- Helped hundreds of attorneys successfully navigate Google's search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
- Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
- DUI / DWI
- Family Law
- Criminal Defense
- Bankruptcy
- Auto Accidents
- Social Security Disability
- Slip & Falls (Premises Liability)
- Real Estate
- Estate Planning / Probate
- Wage and Hour Claims
- Expungements / Post Conviction Relief
Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.
Richard is the author of 6 books published on Amazon, Kindle and Audible.com
- Lawyer's Guide To (Virtual) Initial Consults And E-Signed Retainers
- 12 Powerful Principles of Prosperous Law Firms
- Secrets of Attorney Marketing Law School Dares Not Teach - 1st, 2nd Edition and 3rd Edition
- "But I Only Had 2 Beers!": Truth Talk from over 25 DUI Lawyers
- Ultimate Guide to Local Business Marketing (Ultimate Series) (co-author)
- The Attorney Authority Reboot: (How, in 6 months, Attorney Geller added $74k in new clients, and boosted his AVVO rating to 10.0, using one simple strategy)
Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:
- PILMMA (Personal Injury Lawyers Marketing & Management Association)
- Las Vegas DUI Summit – Private event for DUI attorneys
- New York Boutique Lawyers Association
- Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
- National Association of Criminal Defense Lawyers (NACDL)