for attorneys

The perspective of Business Builders differs from companies that focus only on website design because, first and foremost, we are a marketing consulting company. When a law firm hires us, it is usually because they are falling short of their client volume and profitability goals. Often, they have tried everything they could possibly think of to promote and grow their practice to little or no avail. Thus, they are searching for a way to capture enough market share to better their financial position despite the economy. Perhaps, this is true for your practice.

The Goal of All of Your Marketing Communications

We start by telling new clients that the goal of their marketing should be, to convince their potential referral sources and clients that they would be making a huge mistake to choose anyone else but them for the type of services they provide. Every marketing communication you create, be it your website, print advertising, blog, direct mail, etc., should be developed with this goal in mind.

Strategic Planning

Prior to developing a pratice's website, we formulate the strategic plan, which we apply to all of the practice's marketing communications. The planning process consists of 26 questions that enable us to gain a complete picture of the practice's situation. The majority of these questions provide us background, while seven allow us to uncover the best possible strategy. By strategy, we mean, defining your target markets, and determining exactly what you need to say and how to effectively communicate it to each audience. We call these seven questions and their responses “The Marketing Formula”.

The initial step of this formula is to achieve the goal of “superiority.” We believe that to create the perception that a practice is the better choice over its competition, the firm needs to clearly be the more desirable option. If it is not, we work with the practice to uncover and implement innovations that will enable the firm to more successfully meet the needs and wants of their referral sources and potential clients more effectively than their competitors do. This allows us to devise an honest perception of superiority. We employ an eight-step process to uncover workable, potentially influential innovations. We call this “The Innovation Formula”.

Our 26-question strategic planning process not only ensures we can create a perception of superiority, but also reveals how to communicate that perception to convince the our client's referral sources and potential clients that they are the preferred choice. Specifically, these include uncovering and using the most powerful emotional hot buttons to capture attention and engage people, educating target markets concerning what to look for when choosing an attorney within the area(s) of law they serve, presenting a convincing case for our client's services, providing evidence to back our client’s claims, and providing a low-risk offer that enables referral sources and prospects to easily take the next step in the “buying” process.

Initially, we prepare all the strategic content in a letter format we call “The Primary Letter”. Usually two to four pages long, this letter serves as a template to create all of our client's promotion. This includes websites, ads, brochures, news releases, blogs and other social media content, direct mail, employee phone scripts, on hold messages, elevator pitches, teleconference/ webinar content and even material for presentations to groups. The letter makes developing website content much easier. As a result, out client will have a convincing website that will enable their market share to grow.

Article written by Marc Aronson. Copyright © 2012, Business Builders. All rights reserved. No portion of this report may be reproduced or transmitted, in any form or by any means (including e-mail or fax), without written permission from Business Builders.