Often, you would hear statements like ‘Advertising is unethical’ and ‘If I make four calls every week, I’d be out of people to call after a month’ from lawyers. Though it appears that they might have a point, without marketing, your firm will fall into oblivion. Let us look at some of the most common reasons for attorneys to hate advertising and what we can do to alter their views.
Ethical Dilemma
Lawyers have a negative perception of advertising, that its primary function is to trick customers into making buying decisions. They consider it unethical and unprofessional to indulge in promotional practices. However, that is not entirely true, as advertising has developed from only being a source to lure customers into helping them make informed and better decisions.Solution
The state bar ethics office can play a vital role in altering this perception by conducting seminars and defining the ethical boundaries of marketing.Clients do Not Like Being Approached by Attorneys
Lawyers tend to object that approaching clients who dislike being marketed is invasive. They base this assumption on the fact that they do not like it, so others will not be impressed. Because lawyers are aware of individuals’ privacy rights, which reinforces their academics and practice, they tend to believe and act upon them firmly.Solution
Advanced marketing approaches are far more refined and consider the clients’ consent. Lawyers can ask their clients and conduct surveys about the kind of advertising they would prefer. The core of marketing is to find your client’s needs and fulfill them by offering them their desired services, eventually making them happy. This will also help you understand what they do not like so you can abstain from those practices in the future.We are Attorneys, Not Marketers
Lawyers believe that advertising is a profession and requires actual know-how to be genuinely effective. They view things through their own lens and think of someone who is not a professional. The outcome will not be favorable as lawyers have to be continuously part of the whole process and be aware of the minor technicalities.
Solution
Marketing has nothing to do with this, and it works on its own without any legal boundaries. As your firm grows, you will need to cater to different sorts of target audiences, which requires a real branding effort. Just because you are not an advertising professional does not mean you cannot hire an expert to do the job for you. Investing in advertising could be one of the most significant decisions in the success of your law firm.Nothing Solid to Sell
This objection was raised by attorneys who do not believe in marketing services. They think that it is just a waste of resources and will not yield any significant outcome. They also believe that their services are limited and that they are better off reaching out to their clients through conventional sources. This claim is proper to a certain extent, as the Return on Investment (ROI) for services generally tends to be lower than that for actual products.Solution
However, this does not mean that you must abandon advertising. A well-structured advertising campaign can give you significant insights into the client’s preferences and what they require from you as their legal counsel. This kind of information is crucial because it can help you perform better at your job. Having access to pertinent data about your client’s needs is still a good enough reason to invest in branding campaigns.Marketing is a Waste of Money
Lawyers argue that most clients come through referrals from friends, family, and acquaintances. Lawyers spend most of their time in conferences and meetings, so they constantly engage with other lawyers and sometimes people from another profession. Most attorneys seem content with this approach and consider advertising to be a waste of money and resources. However, to answer why some conversations lead to referrals and others do not, you would probably need the help of advertising.
Solution
One solution is showing lawyers that marketing will expand their network of connections rather than replace them. Please explain it to them through examples of other businesses, specifically law firms, that have branded themselves to success. Lawyers must think of advertising to an end, rather than the end itself, for them to profit from it.I am Smarter than Marketers
There is always a tendency to be biased about understanding your business. This preference is extreme for attorneys, as they must rely on their intuition and skill to run their law firm. The increased dependency on oneself tricks them into believing they are their business’s sole bearers. Some may be bright enough to do well, but usually, the outcome is unwanted.Solution
It would be best if you started small with these people. Start with a small marketing campaign and show them the results. They need facts and figures to grasp the ideology behind advertising. Build trust and eventually unleash the perks of branding on them.
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