Ensuring that your clients feel understood and cared for is a core part of building authentic trust and loyalty.
By Dan Couvrette, Marketing Expert for Family Lawyers and Divorce Professionals
Prospective Clients are not Just Interested in Your Credentials
Many family lawyers incorrectly believe that clients want to know only about their chosen lawyer’s legal credentials— and this belief is wrong! Clients generally assume that their family lawyer is competent and qualified. The very job title conveys this information.
What Prospective Clients Also Want to Know
Prospective clients are interested in knowing:
1. Your plan for helping them.
2. Your qualifications as they relate to their unique situation.
3. Your experience as it relates to helping them specifically — not generally.
4. How your expertise is going to save them time and money, and reduce their level of stress.
5. How you will protect their interests.
6. What it is going to be like working with you and your staff.
7. Whether you are accessible and reliable.
8. Whether you will treat them with respect and as unique individuals.
Put all of this together, and it means that you need client- focused marketing.
Client-focused marketing requires that you enter the world of your client, see life through their eyes, and speak their language — instead of the legal jargon that makes them feel uncomfortable and uninformed. For example, on your website, do you refer to your client as a “file”, or “the party”? Or, do you refer to your client’s divorce as the “matter”? To your client, this is not a “matter”, it is their life right now. These are big errors, because your prospective clients want to deal with a lawyer who can relate to them as unique individuals. Therefore, do not use legal jargon that they cannot relate to.
What matters most to your clients is having their pain and concerns acknowledged and understood. Your marketing must reach out and embrace your client’s personal details and circumstances. It must treat them as meaningful and influential partners in the relationship by going beyond legal advice, and providing answers to real client concerns such as: “where am I going to live?”, “how do I tell my kids about my divorce?” and “will I ever feel better?”
Ensuring that your clients feel understood and cared for is a core part of building authentic trust and loyalty. Not coincidentally, it also goes a long way to helping you stand out from other family lawyers!
Dan Couvrette is a marketing expert for family lawyers and divorce professionals. He is the CEO of Divorce Marketing Group, a marketing agency dedicated to promoting family lawyers and divorce professionals. He is the co-host of a monthly marketing teleseminar for family lawyers and co-author of The Essential Marketing Guide for Family Lawyers. He is the founder and publiser of Family Lawyer Magazine, and Divorce Magazine. He can be reached at 866-803-6667 x 124, or email@example.com.