The Real Legal Sauce

Being in the legal marketing world for years, I have discovered a lot of things. We live in an environment that is complex and saturated with promotional content wherever you go. Whether you're on legal websites, courthouses, law journals, or simply everything around you is composed of legal marketing.

The discovery that shifted my perspective on legal marketing's operation in the world is this: Marketing is about values. The goal is to inspire people, convey your purpose, foster a sense of belongingness and build a community around it.

What and Why of Legal Marketing

While every law firm and legal professional is adept at understanding their actions, few delve into the fundamental question of why they do what they do. And by "why" it does not mean to "win cases or bill hours" because that's a result and it always will be. When I refer to "why," I'm addressing the core aspects: your purpose, beliefs, and impact. What drives your firm's existence, and why should it matter to clients?

How does Legal Marketing Influence Client Behaviour?

The most influential law firms, legal organizations, and even our inspired legal leaders, regardless of their size and practice area, all share a common approach. We believe in them and hire them because they all think, act, and communicate from the inside out.

By communicating from the inside out, it engages directly with the brain's behavioral control center, enabling individuals to rationalize messages through tangible actions and words. This connection is the origin of gut decisions. Conversely, communicating from the outside in provides an understanding of intricate details such as services and expertise. However, it lacks the emotional resonance necessary to drive behavior.

Take top law firms like Cravath, for instance. The reason that they are at the top of the legal food chain is because they have built a community around us, and everybody understands it. The way they have defined their purpose of transforming the legal landscape, missing out on working with them isn't just about missing legal representation; it's about feeling detached from a community bonded by shared values.

Imagine if premier law firms took the conventional marketing route like everyone else. Their approach might sound something like this: "We offer the best legal services. Our attorneys are highly qualified, our fees are competitive, and we're client-focused. Want to hire us?" Sadly, this is how most of us communicate - relying on familiar scripts, highlighting our strengths, and expecting a desired response. But let's be honest, it's not particularly inspiring.

On the contrary, leading firms' communication strategy goes like this: "At the heart of everything we do lies a commitment to challenging legal conventions. We embrace a different way of thinking. Our services transform clients' legal outcomes through innovative approaches, clear communication, and client-centered practice. Delivering exceptional legal solutions just happens to be our forte. Care to join us?" Notice the stark contrast? Simply by articulating their purpose, they've managed to captivate your interest.

Legal Marketing Game-Changing Realization

What game-changing realization is that people don't buy what you do; people buy why you do it. Look at standout firms - they're no different structurally from thousands of other firms with comparable credentials. Yet, what sets them apart is their purpose. Rather than focusing on differentiation, what actually matters is defining your purpose and being better than the rest of your competitors.

Marketing Ultimate Goal

The ultimate goal isn't to serve every person in need of your legal services. The goal is to build relationships with those who share your beliefs and values.