If providing clients with a positive experience with your firm is the equivalent of excellent marketing, then providing clients with a negative experience is the equivalent of running a negative ad, because when clients choose to take their business elsewhere, they often make it their mission in life to tell the world why.
Unfortunately, clients may also take their business elsewhere when marketing is not done at all or is done poorly—when there is a palpable inconsistency between what a firm says it stands for and what it does. There is no hiding such an inconsistency, and nothing breeds as much distrust and alienation as not being who you say you are. Rather than look in the mirror, firms tend to ignore this issue. In desperation, and possibly in ignorance, firms begin to engage in promotional tactics that are either unnecessary or manipulative.
Many legal marketers choose to exploit the emotional dimension of service marketing. While addressing the emotional component makes sense, the wrong kind of campaign can actually drive clients away.
Campaigns that play on emotional triggers have dominated the legal landscape in recent years. They are frequently backed by huge advertising budgets, and they center around campaigns that are designed to appeal to fear, greed or ego, playing to clients’ vulnerabilities. Each type of campaign is emotionally driven and problematic in its own way. Campaigns focusing on an appeal to fear disempower clients; an appeal to greed obsesses them; and an appeal to ego creates in them a false sense of power. Rarely, if ever, are these approaches effective in the long run—they appear to work in the beginning, but quickly lose steam and crash.
This article is an excerpt from Marketing the Legal Mind (LMG Press) by Henry Dahut. Henry Dahut is the founder of www.GotTrouble.com, a law and financial trouble portal. He can be reached at email@example.com and www.henrydahut.com.
This article is reproduced here by Divorce Marketing Group with their full permission. Copyright – 2007 All Rights Reserved www.HenryDahut.com.This material is copyrighted and is NOT in the public domain. You may not reproduce or otherwise publish this material or any part thereof, in any form or manner without prior written consent of the author.