Focus your marketing message to create a lasting picture
Good marketing is the art of differentiation. If you present
yourself like any other lawyer in the marketplace, potential
clients and referral sources are less likely to remember you when
they encounter a need you can service.
This is a hard lesson to embrace in a competitive field for
legal services. Most of the clients I work with are concerned that
if they do not mention everything they do, they will miss out on
opportunities. But by not focusing your marketing message, the
opposite is true. You run the risk of being memorable for
Think of it as you would when taking a photograph. A good
photographer will focus in on those elements in the scene where
they want your attention drawn. If you take a photo of three
friends, but they are just a small part of a much larger scene
(e.g., if they only take up a third of the photo), then you often
end up with a bad photo of the friends and a bad photo of the
So if your primary practice focus is creating estate plans for
middle class couples, don't be afraid to tell that to the potential
clients and referral sources you meet. If the individual is looking
for a good divorce lawyer and you happen to do some of that work,
you can always indicate that as the conversation progresses.
Similarly, if they are selling a home or have a potential conflict
with a business partner, and that is work that you have
successfully handled, then you can add that to the conversation, as
The point is when someone asks what you do, try and limit
yourself to one or two (possibly three), types of matters that you
handle and who are the most likely clients for that work. Like a
good photograph, a focused marketing message will stick longer in
the memory of those who you are relying on for your work. You can
always clarify that you also handle the type of matter that the
individual needs help with. But keep the focus of your marketing
message on those areas that you want to be known for. A focused
message like that is much more likely to stick.
Tip courtesy of Stephen Seckler, director
of attorney recruitment and career advancement, Marc Z
Legal Staffing and president, Seckler Legal
Consulting and Coaching.
Published October 24, 2013
To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Cynthia E.
MacCausland or Vice Chair Damian J.