Introduction
Guerrilla. No, I’m not referring to that hairy animal that walks on 2 feet (it’s not your husband, either). I’m referring to a kind of tactic that uses covert, hidden, underground, stealthy, surreptitious, clandestine and sometimes even sneaky means to defeat the enemy.
Face it, business is becoming increasingly competitive, even for traditionally stable tried and true professional industries like legal services. No matter which industry you work in, more companies are being set up, more graduates are coming into the workforce and more demands are made by consumers. In short, it’s a war out there in the business world and the sooner you realize it, the better. This applies to legal firms as much as to multinational companies and Mom and Pop stores. And being at war means you need tactics to win.
The kind of tactics you use in your legal business may well mean the difference between profit and loss, success and failure. Do you remember how our troops lost the Vietnam War despite having more firepower and more resources? We lost due the guerrilla tactics of the Viet Cong. Their gunfire seemed to come from nowhere. One moment you see the enemy, the next moment they disappear into a labyrinth of underground tunnels. Thus the army of the greatest superpower in the world was humbled by the ragged foot soldiers of the Viet Cong. In the same way, using guerrilla tactics in your business will help you defeat bigger, richer and more powerful competitors. Guerrilla tactics can greatly level the playing field in your legal business.
It’s time to change the way you run your legal business or be left behind. One crucial area to change is your marketing. Legal firms have traditionally been non-aggressive in marketing mainly because their services are so specialized that consumers need them by default. But with more lawyers entering the marketplace and more legal firms set up, the size of the economic pie is shrinking.
Enter Guerrilla Marketing.
As a Guerrilla Marketer in the legal world, you see your business as an amalgamation of the traditional elements of perseverance and loyalty that yields eventual profits and the aggressive, zippy elements of bold and irresistible marketing that generates immediate profits. You combine theory and action and in so doing, you will discover the many options open to you to succeed.
