So, what did Michelangelo and Goldilocks know about marketing? And what exactly is niche marketing? Is market positioning something that law firms really need to care about? Isn’t “strategic branding” just an overused buzzword? In fact, aren’t all of these terms just meaningless marketing jargon that a sensible attorney can ignore? (C’mon, can’t you just build me a website?)
Let’s take these questions one by one, starting with the last one. No, my team and I can’t just build you a website, not without knowing much more about you and your law firm, and helping you figure out where you best fit in the legal marketplace. (Someone else can build you a website, of course, and then, well…you’ll have a website. As you know, just having a website isn’t anything special. But its messaging should be.)
And no, all these terms are not meaningless jargon. They may be jargon, but, of course, that doesn’t necessarily make them bad. And they’re definitely not meaningless. In fact, niche marketing, market positioning, and strategic branding are some of the most critical terms for you to understand if you want your marketing to be meaningful.
What is Meaningful Marketing?
What does that mean, to have meaningful marketing? First of all, it’s marketing that’s neither bland, nor generic, nor boilerplate. It’s a tagline that’s more distinct than “Experienced & Trustworthy.” It’s an attorney bio that tells me more than just what schools you attended and in what courts you’re licensed to practice. It’s a website that doesn’t look or sound like every other law firm website. Meaningful marketing is hard work. Meaningful marketing takes risks. But meaningful marketing is worth it because the alternative is to be lost in a vast ocean of blandness and banality.
Meaningful marketing sends a strong signal that your law firm is more than just another plain vanilla, me-too group of lawyers that’s really no different from any other group of lawyers. Meaningful marketing reaches your intended audience of ideal clients and conveys to them that your attorneys are more than commoditized widgets; that they are not interchangeable with the lawyers of a dozen other firms in town. Meaningful marketing tells your ideal clients that your firm is special, at least for them, because it was created with them – and their legal issues – in mind.