On a recent trip to Cleveland, I had the opportunity to visit the Rock and Roll Hall of Fame with my daughter. I was there to learn about and enjoy the history of Rock and Roll, but I became intrigued with the artists who were able to maintain their Rock and Roll legend status 35 years later. How did they do it? How can artists be as popular today as they were 35 years ago? And would it be possible for lawyers to apply this strategy for success to law firm marketing?
I found the answer in a quote from Bruce Springsteen that was on display at the exhibit. When asked how long he thought he could remain a Rock n’ Roll legend, Bruce replied:
“I believe the thing called rock and roll will last as long as you look down into the audience and can see yourself, and your audience can look up at you and can see themselves, and as long as those reflections are human, realistic ones.”
At the core of successful marketing is your ability to be relevant to your “audience” (prospective clients). This means your prospective clients are able see themselves in your marketing story. Your marketing story, in turn, is the value you communicate about your services to prospective clients and referral sources.
A good example of a lawyer who has mastered this approach is Kevin Fuller, senior partner with Koons Fuller in Dallas. Kevin knows who his client’s are: high-net-worth families and businesses who want the best possible results, and he consistently communicates his understanding of their problems and how to solve them.
In an article titled, Nasty Divorces Mean Trouble for Businesses, Kevin successfully spoke about a problem many of his clients want to avoid: Destroying their wealth:
This article is consistent with Kevin’s marketing story and speaks to the core of what many of his clients care about:
“It’s about getting the business through the divorce without destroying it or the owner.”
Your marketing efforts will produce results if your marketing story is relevant to the goals and interests of the clients you want to attract.
Before you spend any more time and money on marketing communication, follow the philosophy of a rock star legend and make sure your prospective clients — the clients you want to attract to your practice — can see themselves in your marketing story.