Authored By: Iris Garrett
When you think of last week’s Cyber Monday, there is probably a specific online retailer that comes to mind: Amazon. And while shopping on Amazon is not specific to that one day promotion, the company’s website probably attracted hundreds of thousands of people on November 27th with its cyber deals. The key to Amazon’s success? Online marketing.
So, how can Amazon’s marketing strategies apply to your law firm? Well, if you own a small practice, they may not be able to. Brad Buelow of FindLaw says small law firms shouldn’t look to retailers that sell products for inspiration, but rather shift their focus to retailers that provide services. An example of which are those on Angie’s List, an online directory of contractors and service providers.
Buelow says there are valuable marketing strategies you can learn from these service providers, one of which is remaining aware of the difference between selling products and selling services. He says selling products often steers businesses to focus on the features, uses and advantages an item has over a competing product. Businesses selling services focus on proven experience (testimonials, ratings, reviews), successful outcomes of their work (before-and-after photos), and the risks of not taking adequate measures to fix a problem.
Buelow says approaching marketing in this way conveys a more personal message than the average retailer’s message and also appeals to the consumer base. While shoppers on Amazon compare products, service consumers on Angie’s List consider their options. Knowing this, Buelow says the contractors on the site offer information that allows potential customers to imagine how much better their circumstances would by choosing that contractor’s business.
Owners of small law firms can also market their firms online in a meaningful way. Buelow says the key to resonating with potential clients is by telling them a story about a specific case, but one that is also generic enough for clients to envision a similar outcome for their legal issue. He gives these four tips for crafting a powerful story:
- Include a clear before, during and after.
- Explain the initial situation and your client’s goal.
- Identify the risks or discoveries that stood in the way of reaching that goal.
- Show your success in overcoming challenges and delivering a great outcome for the client.
To read Brad Buelow’s full article, click here.
Photo Credit: bacho12345