Why Your Law Firm Is A Lot Like Soda Pop.
No, it’s not because you are full of gas.
It’s because, like Coke or Pepsi or RC Cola, it is a brand that is being presented to potential customers as what is known as a “parity” product. That means to the average consumer, there is no real difference in the product being offered from one law firm to the other. You are all lawyers, you all went to law schools, you all have won big cases and you are all generally impressive people.
Which means it is up to you and your marketing team to create a difference in the consumers’ minds. You need to create a brand, a personality and reason for consumers to like and remember your firm above all others.
What are the things that injury victims look for in a lawyer? What would their ideal law firm be able to promise and deliver?
The stereotype of “ambulance chasers” is a stigma that you need to overcome in a hurry if you don’t want to be lumped into the “me-too” bin of bad PI law firm advertising. You need to portray sincere concern for injury victims and a belief in the cause of fighting for the underdog. In order to defeat the defendants and their powerful insurance company attorneys, you need to project strength and confidence. As such, the production values of your advertising must convey quality and a professional level of polish. Those cheap commercials that the cable company will produce for free will do your brand more harm than good.
As a PI attorney, you are dealing with your fellow man at their most vulnerable moments. They have family and friends who depend on them. They have lives that have been shattered. Is their case about dollars? No, it is about justice, and righting wrongs that have been done to them.
When executed well, your commercials will make potential clients like you and remember you. This is important because the vast majority of people watching TV or surfing the internet are not injured…but you sure want them to think of you first if they ever become so.
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