Marketing your legal business can be done in a very gung-ho and aggressive style, but as a Guerrilla Marketing lawyer, you must never forget the human side of marketing. In fact, Guerrilla Marketing majors on the human touch. Never allow you business to become so high tech that it becomes low touch, meaning it fails to touch human lives. Every client to your legal firm is not merely a case, he or she is a human being first and foremost.
Here are 2 cardinal truths about marketing ? people prefer doing business with friends and you must create the friendship bond first before the business bond.
Hence when dealing with clients, potential clients or anyone in general, make sure you and your workers smile (even if you don’t feel like it), speak politely, make eye contact and remember people’s names. Whoever walks into your office anytime (including before or after office hours) deserves your undivided attention. Train your workers to stop whatever they are doing and attend to the visitor first.
Good telephone etiquette and techniques are also crucial to your business. Train your workers to smile when they talk over the phone (yes, it DOES make a difference to the tone), never leave a caller on hold for too long (not more than 30 seconds) and speak in a friendly personable tone of voice. NEVER argue with anyone, no exceptions. If you do need to put a caller on hold, as far as possible, take advantage of it by playing some messages regarding your firm or legal services or at least some pleasant music.
Make sure that you have a proper and comfortable reception area. Provide drinks for your visitors. Be generous to give away anything that may be of immediate help to people, like brochures or your newsletter.
Have a separate room where you can discuss issues with people seeking legal advice. This ensures privacy. When speaking to anyone about legal matters, be attentive and show genuine care and concern. Ask questions and be of service to the person.
Make it easy for people to do business with you. Accept all credit cards, have payment plans, reply to letters or emails promptly (within a day or two).
Train your office workers well in PR to enable them to treat people with friendliness, warmth and professionalism. The best time to ensure this is when you hire them.
These same attitudes should be in all your marketing including your website, blog, printed materials etc. These days, it is easy to include videos and audios into your website or blog. Doing this will add the human touch to these marketing methods.
Make warmth and humanness a part of the culture in your legal firm. Your clients will reward you with not only onetime but referral business
