Matt Homann’s 10 New Rules of Legal Marketing

Matt Homann over at the [non] billable hour has a great new post up titled 10 New Rules for Legal Marketing.

As many of you may know, Matt is a long-term member of the legal blogging community, and prides himself on inspiring innovative thinking. His current push over at lexthink is to inject that method into his speaking, conferences and law firm retreats.  I genuinely hope he finds that success, mostly because I do find him inspiring.

While I encourage you to visit & read the post in its entirety, there were a couple items on this list that really stood out for me. And they were:

9.  Your future clients have been living their entire lives online and will expect the same from you.  If you’re invisible on the web, you won’t exist to them.

Such an essential point, and especially for younger Lawyers. If you’re in your 30s or 40s, you need to think long term. Marketing your practice the same way as a practitioner in their 60s makes little sense. Learn from an older peer’s success? Absolutely. But don’t mimic marketing tactics. The mix for a younger lawyer should be very different.

7.  Having the scales of justice on your business card says you’re a lawyer — an old, stodgy, unimaginative, do-what-everyone-else-has-done-for-fifty-years lawyer.  Same is true for your yellow pages ad.

The same holds true for law firm websites. Stock images = stock lawyer. Invest in a good photographer and a graphic designer. Find imagery that works for your practice, and stand behind it for a few years.

2.  Google tells me there are 337,000 “Full Service Law Firms” out there.  Which one was yours again?

This is one of the ‘big ones’ in my world.  Neither corporate or commodity legal consumers use generic terms when searching. Couple that fact with a lawyer that’s unwilling to ‘hang their hat’ on an area of practise, or narrow their target geographic region of service…  and the whole sales proposition becomes infinitely more difficult.  Similar to off-line brand tactics, its much easier to explain & share a simplified concept – a lawyer who knows exactly what they do, and who they do it for.

I hope you’ll go read Matt’s post … and kickstart your Monday morning. :)

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