We are not lawyers-we are marketers in the business of selling our legal services

There are some lawyers who will disagree with this title. There are some lawyers who believe it is demeaning to our legal profession to claim that we are instead marketers.

Not long ago, I was at a marketing seminar and I posted this phrase on Facebook.

You should’ve seen the responses I received. A handful of lawyers strongly disagreed and criticized me for thinking that all lawyers were marketers. On the other hand, the majority of people who replied agreed with me 100%. Interestingly, most of the people who agreed with me happened to be at that same marketing seminar along with 950 other people learning great marketing for their businesses.

The reality is that we as attorneys need to market our services. Any professional must market their services in order to attract new business. Failure to do so will ultimately result in the need to shutter your business.

The lawyers who criticized this statement seemed to believe that we were being lumped in with the same type of tradespeople as plumbers and contractors and others who provide products and services to consumers. I actually loved that analogy.

The reason it was appropriate is that if a plumber or contractor is using a marketing technique that is generating qualified leads and generating a good return on investment, I want to know what he is doing well so that I can model that and use it in my law practice.

As attorneys, we are only limited or restricted by our own states’ ethical rules. There is nothing to prevent us from using different strategies and tactics that other industries are using to promote their products and services. Really smart marketers understand this principle.

Really smart attorneys understand that we are all marketers, no matter our profession or business.

As a marketer of my legal services, I am always on the lookout for other strategies being successfully used by restaurants, business owners, other professionals and I need not rely just on what other lawyers have done to generate business.

The moment you, as an attorney, recognize that you are in the business of marketing your legal services and look at what you do from the standpoint of a marketer, I guarantee it will help you understand how the traditional forms of attorney advertising are no longer as relevant today as they once were.

JetBlue recently posted a comment saying “We are a customer service company that just happens to sell airline seats.”

I challenge you to bring up this title at the next bar ssociation meeting and see what kind of response you get. I guarantee you it will not be a pretty sight.

When you are in court, ask a group of attorneys you are with whether they would ever consider themselves to be marketers of legal services. I can pretty much guarantee you will get either silence or nasty stares thinking you are crazy. Don’t let that dissuade you.

Continue to focus on your business as a marketer would and you will soon see transformative results.

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Gerry-- This is truly one of the BEST videos explaining this little known fact I have EVER seen produced by a personal injury attorney! Well done!

Stephen Fairley
Rainmaker Institute