by Melissa Grau
In this episode of Esquire Coaching Radio, Deborah Asseraf joined us to discuss how lawyers can become trusted advisers while making an impression that lasts.
Deborah Asseraf is the Founder and CEO of Popcorn Productions, an experiential marketing company helping lawyers and financial advisers break through the noise and claim their spotlight through strong, fun, and innovative marketing strategies.
In today’s message-saturated world, how can you hold the attention of potential clients?
Lawyers spend thousands of dollars on SEO, social media, and website design, but neglect to consider a crucial component to gaining clients: the client experience. At Popcorn Productions, the focus is on ways you can influence and create different experiences with potential clients, generating a positive reaction in hopes of forming a connection. This atypical approach to marketing doesn’t focus on points of contact, but focuses on the customers’ needs. If you are able to meet every single one of a client’s needs, they feel validated, automatically building the trust necessary to making a lasting impression.
Oftentimes, lawyers offer a flat fee for a contract. The potential client’s knee jerk reaction is to shop around for the lowest price, meaning the lowest bidder wins. In order to avoid losing a client to the lowest price, offer an experience in addition to the deliverable. Maybe it’s a follow-up or a video… whatever it is, use it as leverage to create an experience for the client, not just a contract, and keep them choosing you over your competitors.
Deborah goes on to talk about how lawyers and small business owners often feel the pressure of having to do everything when it comes to marketing. She stresses that you don’t have to do it all. If you’re a small firm, it makes no sense to market yourself as a global firm. SEO and websites are a very important aspect of marketing, but that’s not where it stops. There is often no offline strategy for directing potential clients to become clients. There needs to be a system in which there is follow up from the website to actually booking them.
Think about the way you interact with clients:
Is it a conversation?
Are you listening?
From the first contact, how long do you wait to follow-up?
How seamless is the process?
Are you answering the phone when they call or do they reach an automatic voice message?
Are you inundating them with voicemails?
It is important to ask yourself these questions in order to devise a seamless strategy to enhancing your customer experience and establishing yourself as a trusted adviser. This isn’t just a one-time transaction. The more you are trusted, the more clients will refer you to the people they value within their life.
In terms of relating this to branding, Deborah says branding has everything and nothing to do with the way you present yourself. You need to know your messaging, core values, target audience, and whom you cater to in order to gauge what emotions you are trying to trigger within potential clients. From there, you can work with those feelings in order to build a trusting relationship between you and that individual. Deborah points out that people have lost their authenticity, what makes them unique to their field. Marketing with a focus on customer experience helps restore that authenticity, bringing passion into your work as a lawyer.
Contradicting to what most marketing gurus say, Deborah’s #1 marketing tip is that you don’t have to do it all. If you’re not an email person, don’t send out a newsletter. If you prefer phone calls, make phone calls.
“If your heart is not in something, no one else will enjoy it. That’s what is contagious – when there is excitement in what you’re doing,” Deborah noted. In short, you don’t have to do it all. You only have to do what you want.
For more from Deborah, email her at firstname.lastname@example.org or visit Popcorn Productions’ website at www.popcornprod.com to join their email list.
Click here to listen to the full interview.