The way the marketing process works is that from production to delivery there are tiny nuances and insights you pick up from being part of the process that make you massively confident and able to actually sell your legal services to the client and she sees this clearly. In short, you know it is cold outside when you go on outside and it is cold.
A marketing department helps you craft your message and organise your selling advantage so you can put your self out there in the best light possible BUT you are the product.
An associate once remarked 'for law firms your service is the brand, it is the marketing tool, it is what the client thinks of when your firm comes to mind'
The reason this concept is tricky for you to get is that you probably assess your firm on things that matter to legal and to a lesser extent, outside legal. This is a common phenom but it slaughters your market savvy and severely limits your reach. Your challenge is to win on both fronts.
The opening line is something Mr Bill Hewlett of HP said.
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