LEGAL MARKETING IS NOT WHAT IT USED TO BE
It is very hard for a law firm to have a clear road map on how to become a partner.
There is no clear path at all, and I realized this since I started working as a junior associate.
Some people were promoted very young. Some others had over 15 years working in the firm and they were still working as associates.
However, there is one sure thing for becoming a partner: you need to bring new clients.
I thought this was almost impossible at my age.
I even asked some of the partners I used to work how they closed their biggest deals.
The answer of most of them was that they either were referred by other clients or they were friends with the CEO of the company.
How can a young lawyer like me close a deal without a long-term reputation, never played golf in my life and could not afford a golf club membership?
It is also very hard to engage into business development activities, because you are inside the office all day long when you work as an associate.
I never had a sales training, but I knew there was something else.
I decided to start studying marketing and sales books.
Then I discovered personal branding and it was a huge eye opener.
I read so many books and started listened to podcasts from Pat Flynn, Chris Ducker, JL Dumas, Amy Poterfield, and Gary Vaynerchuk.
These guys build 6-7 figures businesses by sharing their experience online.
And that was the moment when I realized that: that was it!
Our core business as lawyers is to sell our experience, and I had to work on my personal brand.
Then I read Joe Pulizzi’s Epic Content Marketing book, and it changed completely the way I thought about marketing and business.
There is one amazing quote I will never forget:
“Customers don’t care about you or your services. They care about themselves, their wants and their needs.”
Content marketing is about creating information that helps your customers solve their problems and to discover (preferably on their own) that you are the best lawyer in your field.
You have to know the pain points of your target market and create content of value to position yourself as an expert and gain the trust of prospect clients.
Then use online marketing tools to get your message across and build awareness.
I built Red de Firmas implementing these same marketing strategies and business have been growing great.