By Jimmy Daly
At Foster Web Marketing, we obviously believe that web marketing works. So much so that we included it in the name of the company and have built our entire business on it. Marketers love using the web to reach clients because the results are tangible and measurable. But there is an important marketing tool that you absolutely cannot overlook that will probably win you the most clients and cases: YOU.
In the months, leading up to the NFL Combine, sports fans are subjected to a flurry of largley meaningless statistics: 40 yard dash times, verticals, bench presses, etc. But you will constantly hear analysts talking about “intangibles” like character, toughness and leadership because they outweigh physical traits by a huge amount. Your law firm is the same. YOU are the most important marketing tool that you have. It doesn’t matter where you went to law school, how many years you’ve been practicing or how many associations you belong to. Web marketing can drive web traffic and leads but no tool is as powerful as your personality to convert and create referrals.
Let’s face the truth. Some people are born with unbelievable charisma and some aren’t. Pennsylvania Trust and Estates Lawyer Dave Frees has one of the most magnetic personlaties Ive ever come across. Does this help his marketing and his law practice? Hell yes! Just check out this video he made in the Fairfax Video Studio:
Not everyone is Dave Frees. But even if you are introverted and don’t enjoy the spotlight, you still possess powerful marketing tools. Every interaction with a potential client or current client contributes to a perception of you as a person and a lawyer. Treating people with genuine (emphasis on genuine) kindness and empathy during stressful times reflects well on you and your firm. And it’s great marketing.
We often recommend that people read Napoleon Hill’s Keys to Success: The 17 Principles of Personal Achievement where he breaks down the traits of successful people. Success is not only defined as financial gain and Hill does an excellent job explaining how every action you take and word you speak contributes to the success or failure of the goals you’ve set for yourself. Its a great read for anyone, not just lawyers or marketers but its vital to understand just how important this is to your success.
So keep at your web marketing. This doesn’t mean content and link building aren’t important but it does mean that you need to hone in on the most powerful marketing tool. And it’s right at your fingertips.