It's Not About You

• Author: David V. Lorenzo
• Pages: 17-17

It’s Not About You §10.

17

§10.

IT’S NOT ABOUT YOU

What is the one quality you will find in just about every law firm’s website and most of their

marketing material?

It is all about the lawyer.

This is the exact opposite of a correct approach to marketing.

The best way to turn off people who are thinking about doing business with you is to talk

about yourself.

Law firm marketing is about building relationships. You can’t do that by bragging.

Let me give you a healthy dose of reality:

• Nobody cares how big your law firm is.

• Nobody cares how successful you think you are.

• Nobody cares how many bogus magazines have named you Super-Duper-Lawyer-Of-The-

Month.

• Nobody cares about your “combined years of experience” or about the “complex matters”

you work on.

That’s not the reason people come to your website. That’s not the reason someone winds up

in your office or on your telephone. People come to you because they need help with THEIR

PROBLEM.

It’s about the client. Always.

People want to know you care about them. And not in some superficial wink-and-a-nod kind of

way. They want to know that you understand and feel their pain. They want to know that you are

interested in helping them get out of the mess they got themselves into. They want you to help them

make sense of the legal system. They want you to help them plot a course through the maze that their

life (or their business) has become.

When you sit down to write the copy for your website or when you sit at your computer to write

your monthly newsletter, write it from the perspective of the client. Speak to the things your client is

feeling. Speak to his needs. Help him learn how much you truly understand his situation.

You don’t get rich by telling people how great you are. You get rich by helping people realize

how great they can become.