Legal Marketing & PR

Wrong Marketing Assumptions

By Tom Kane

Anyone who has been developing business for awhile pretty much knows that certain things are not true, and can adversely impact their marketing efforts. But it doesn’t hurt to occasionally be reminded what some of them are.

Trey Ryder does just that in his current newsletter in an article he calls “11 Deadly Assumptions That Kill Your Marketing Program.” In summary his assumption no-no’s include:

1. Clients and prospects know what services I provide;
2. Referral sources will send me all the clients I need;
3. When clients or potential clients have a question, they’ll call;
4. My marketing materials don’t need my photo;
5. Interacting often with prospects is a waste of time;
6. Prospects will remember what I tell them, so I shouldn’t repeat myself;
7. Business clients and prospects understand legal jargon;
8. Certain marketing methods don’t work like they use to;
9. The more complicated my message, the more clients will feel they need my services;
10. Graphics in ads are less important than the message; and
11. People understand that I’m busy when I don’t return phone calls promptly.

Most lawyers know that such statements are false on their face. Ya think! Then, how come some lawyers act as if some of the assumptions are true?

Full post as published by Legal Marketing Blog on June 26, 2008 (boomark / email).