Episode 288 – Positioning Authority And Brand

Marketing expert, Richard Jacobs, the founder, and president of Speakeasy Authority Marketing, discusses virtual closing in the time of coronavirus.

Richard Jacobs has years of experience in successful attorney marketing, and his company, Speakeasy Authority Marketing, has worked with hundreds and hundreds of private office attorneys as well as big attorney firms, helping them to take their marketing strategies to the next level, for increased profits.

Jacobs talks about the concept of ‘positioning’ and how it plays a role in not only the flow of clients but also perhaps the kinds of clients you acquire. Jacobs states that while being very accommodating can be seen as a good thing, in that you are volunteering right away to be helpful, to go to court for your client so they don’t have to, handling their filings, etc., but it can also potentially put you in a weaker position with some potential clients. Consider instead presenting incoming potential clients with the fact that you are actually quite busy at current, that you are selective because you want to make sure there is a good match, and that if you take on their case it is because you know your expertise can truly help. Your positioning matters.

Jacobs recounts a recent podcast he enjoyed that frames the aforementioned points well. The podcast discussed college admissions. The general assumption is that it is incredibly difficult to get into Harvard or Yale, and applicants are even told that elite colleges reject as many as 93% of all applicants. Therefore, the path to acceptance is beyond demanding, with applicants jumping through hoops in hopes of admission success. This exclusivity allows these universities to charge extremely high tuitions; their ‘positioning’ is at the highest level. Their brands, their positioning is unrivaled.

But how does this relate to your firm? How does it relate to you as an attorney? Even if you’re not a ‘Harvard’ level firm, you can still benefit from good strategies and positioning. By presenting yourself or your firm in the kind of light that shows off your value, and how in-demand you are, you can leverage your positioning to gain the best clients. This is what Speakeasy Authority Marketing can help you do with strategies and systems that have been proven to work. From scripts to SEO, to Speakeasy’s Virtual Close system and their Speak-a-Book Process that puts you in the driver seat as a respected, noted authority and author, good marketing means better clients.

Contact Richard and his team and get moving toward bigger profits.

Podcast: Play in new window | Download