Legal Restrictions in Law Firm Marketing vs. Brand Development
For one reason or another, governing authorities have seen fit to severely restrict what Attorneys can and cannot say in their advertisements and marketing. Law firms are forced to confine themselves to a strict set of guidelines regarding their marketing collateral which doesn’t always allow for the emotional appeal and psychological connections to urgency that other industries can use to their advantage.
On a positive note, these guidelines impact all law firms in the same state. So, the question presents itself; how do you work within the constraints of the system to set yourself apart from your competition. One very effective way to accomplish this, is to focus on powerful and effective brand development which communicates the competency and caliber of your skills and the accomplishments of your law firm.
Color tones, design styles, the use of imagery and brand icons can all weigh in when building a case for your firm. The tone of your copywriting and the content you offer your prospective clients will also add weight to your side of the scale.
Today’s consumers have an insatiable appetite for information. The marketplace quest to find the answers, facts, services, case studies has altered where, how and when consumers search for the answers to their burning questions and desires. The key is to provide relevant, interesting and engaging content that satisfies their concerns, fears, or illustrates that you and/or your firm are the best choice to serve their interests.
Your potential clients want to find the content they are seeking, which means you must first understand your clients and where they spend their time seeking their answers, such as: social media, news sites, blogs, and subject related sites.
The best course of action is to determine, based on your experience with your target clients, topics that would answer frequently asked questions; has new legislation been enacted of which your potential clients need to be aware; have you made a presentation that could be converted to an article; case studies that may have had an unusual twist or outcomes rich in human interest.
You know the old adage: “When your given Lemons, make Lemonade.” You can turn these BAR restrictions into an advantage that allows you to set yourself apart from your competition. If you would like a Free Consultation on ways to enhance your Brand Development & Marketing, or if you would like additional marketing development resources that will help you promote and empower your brand, please contact the pros at the P3 Agency.
