Solo Practice

Your Clients Don?t Care About You

By Garrett Worley

This may come as a surprise, but your clients don’t care about you. Go to any respectable law firm’s website and you’ll find an extensive “About Our Firm” page and maybe even an “Our History” page. Why wouldn’t clients want to know about your firm’s accomplishments and storied past?

After all, a firm’s experience and achievements should be something that clients consider. These facts indicate that you or your firm will be able to handle the client’s matter better than any other firm. Why isn’t this a solid marketing strategy?

The effectiveness of “About” pages is not a question of relevancy, but a question of communication. You know that your firm’s capabilities will allow you to provide the client with superior service, but the client doesn’t always make the connection. In other words, you must frame the positive attributes of your firm in terms of what you can do for the client.

The information age is, among other things, an age of information overload. Your client is barraged with information from the time she gets out of bed to the time she passes out from exhaustion. To effectively market to the client, you must tell her what you can do for her rather than what you’ve accomplished for yourself and others.

Full post as published by Garrett Worley's Blawg on February 01, 2008 (boomark / email).