Something she just said applies to every industry or profession and bears a bit of discussion here on The Myrland Marketing Minute Blog.
Do Your Clients Really Want A Lawyer?
If you are trying to figure out how to position your practice with your clients and potential clients, they don’t care that you’re a lawyer. They care about what you can do for them.
Think about what she said:
“I’m always telling people to think three or four layers outside your brand. If you’re a plastic surgeon, maybe the discussion stems around body image, healthy lifestyles, and increasing self-esteem.
Which seems counter-intuitive perhaps, but you want to speak to the lifestyle concerns of your potential customers and the things they relate to.
As they say, people don’t want a drill, they want a hole. Figure out what underlying denominators your prospects have in common that would lead them to your product or service three or four steps down the line. THAT is the discussion you should be part of.”
Your Clients Want A Solution, Not A Title
Just as the people in Amber’s comment above aren’t really shopping for a drill, but the relief that drill can provide, meaning the hole, your potential clients aren’t shopping for a lawyer, they are shopping for someone who can provide a specific solution to a problem or potential problem.
Let’s Take This One or Two Steps Further
If we play this scenario out a bit, yes, drill users are buying a hole, but it is more than that. What does that hole mean to them?
- Are they really buying the hole, or are they buying the piece of furniture they are building?
- Are they buying a piece of furniture, or are they buying the bookshelf that will hold dozens of baby’s and children’s books?
- Are they buying those books, or are they buying the family setting they are dreaming about that will bring them happiness, joy, and comfort?
As you can see, that simple purchase of a drill is much more than a simple purchase of a drill.
What Are Your Clients Purchasing When They Hire You?
Give this some thought. You’re a lawyer. What are your clients and potential clients really purchasing when they hire you?
- What solutions are you really providing for your clients when they work with you?
- What is really behind the matter they need help with?
- What relief can you provide for your potential clients who are vetting you?
This doesn’t mean a guarantee of results as you and I know we can’t talk about that, but what end results are they really shopping for when they come looking for you?
- Fear over job security?
- Fear of being shut down because of regulation?
- Angst over union issues that could cause financial hardship for their company?
- Concerns about a hostile takeover that might mean working for someone or some people their current company doesn’t align with?
As you can see, this can play out several levels deep, but it is a good thought process to work through with your clients and potential clients. If you can artfully discuss and draw information out of them to find out the additional factors that might lie behind the matter, you will become an integral part of their team. They will feel you have ownership in their situation because you care about the real reasons behind their situation.
Being a team player and co-owner of their situation will be much more meaningful and lasting to them.
Nancy Myrland is a Marketing and Business Development Advisor, specializing in Content, Social & Digital Media. She helps lawyers grow their practices by integrating the right marketing practices in order to build their reputations and their relationships, which leads to building their practices.
Also known as the LinkedIn Coach For Lawyers, Nancy is a frequent LinkedIn trainer, as well as a content marketing specialist. She helps lawyers, law firms, and legal marketers learn and implement content, social, and digital media strategies that cut through the clutter and are more relevant to their current and potential clients.
She is also a personal branding speaker, trainer, and advisor, helping legal and business professionals in firms understand the importance and the impact of defining and reinforcing their personal brand.
Nancy is also the founder of the hybrid self-study and online course, LinkedIn Course For Lawyers, where she personally guides lawyers through the sequential creation of their LinkedIn profile and presence.
As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasting, video marketing, voice marketing, and livestreaming. Nancy also works with many firms and lawyers on Zoom and virtual presentation training and coaching to be the best they can be when presenting online.
She also helps lead select law firms through their online social media strategy when dealing with high-stakes, visible cases.