Strategies for Lawyers to Stand Out in a Competitive Market

Watch the YouTube version of this episode HERE

Are you a lawyer who is struggling with marketing their business or themselves? In this episode, Jim and Tyson welcome guest Dave Dee, a professional magician turned marketing and sales expert. He provides some advice on how lawyers can become better salespeople and improve their marketing strategies.

Dave talks about the importance of knowing how to be a master salesperson just as much as knowing your craft. Being good at what you do is not a competitive advantage until the client is working with you. This means you need to reel the client in with marketing in order to get them on board and actually begin using your skills in law. Dave suggests lawyers really take the time to learn about effective marketing strategies to get clients and make money.

Jim, Tyson and Dave discuss the common mistakes lawyers make when it comes to marketing themselves. One mistake is simply doing generic marketing that everyone else in the industry is doing. A lot of lawyers will have the same Facebook ads with the same slogan, fonts and messaging. Dave says that this similar marketing among lawyers makes them look like a commodity. What this does is make the public see all lawyers as operating the same which means they will go with the lawyer charging less money for services. Another issue Dave talks about is not attracting the right prospects. It is important as a lawyer to not focus on getting the most leads but getting the most qualified leads. Dave also notes that lawyers are not only selling their services but themselves, which is why public speaking is crucial to becoming successful in the legal field.

Dave talks through how to deliver a great presentation. It is important to not over deliver information, which is what a lot of people (not just lawyers) do when speaking to an audience and potential clients. This does a few things. Over delivering can cause an audience to feel overwhelmed with information because there is a lot to process and so much jargon. It can also cause audiences to believe they can take on the task themselves since they have all the information. As a lawyer, you want to give enough information to where someone understands what you do and will come to you to figure out the rest. 

Having a Call to Action at the end of a presentation is really what gets people to decide if they want to reach out to you. It is an important piece of a presentation and can really make or break the outcome. A Call to Action can be a few things. It can be telling the audience to call and set up an appointment, directing people to fill out a form, downloading your report on what you do as a lawyer and collecting the audience’s contact information to send out a mass email.

Storytelling is another important aspect of presenting to potential clients. A great way to do this is weave in real stories. As lawyers, there are a million and one stories for almost every scenario due to the different types of cases and people that walk in the door. Wherever there is a connection between a case and a concept or theme in a presentation, tell that story. This will keep people engaged and bring a sense of reality into an otherwise “boring” legal presentation. 

Take a listen to learn more about effective marketing!

4:09 The importance of being a master marketer and salesperson

9:35 Common mistakes lawyers make in their marketing

15:34 Three pieces of information in a presentation

24:45 The importance of having a Call to Action discussion

30:31 The significance of storytelling in sales and marketing

Jim's Hack: Read Dan Kennedy's book, “The No BS Ruthless Management of People and Profits”, which provides those who are business owners and leaders with tips on not being so nice and soft.

Dave’s Tip: Take the Take Charge of Your Life program by Jim Rohn, which really changed Dave’s perspective on life.

Tyson's Tip: Use Cloud Prompter, which is a teleprompter and Mac app for making videos.

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