A Friday Coaching Session with Cordell: How to Market Without Being a Pest
One question I am frequently asked is how to market without coming across to the potential client as a pest? The question is natural because most lawyers have financial advisors and life insurance salesmen and women hustling their business. Seth Godin has written a great deal about the concept of permission based marketing. He says: “Permission marketing turns strangers into friends and friends into loyal customers.” He also says that the challenge is to get customers to “raise their hands-to volunteer to pay attention.”
Your clients have less time to choose their lawyers and there are more lawyers from which to choose. So the question is how can you get them to pay attention to you?
Seth Godin told a story The $140 million permission project a few years ago about a residential construction company that used permission based marketing. They started with a sign at the construction site directing people to a website. At the site there was a slideshow showing benefits of the residence and after the slideshow people could get on the list to receive more information. I could go on, but I think it would be better for you to read the one page post.
When you read it, I want you to think creatively. You are not likely to put a sign up in your home town directing people to your website. What could you do to drive potential clients to your blog or a webinar you did or your website bio? What could you offer those potential clients and referral sources who came to the website? What could you do after that to ultimately get the client to choose you?
What ideas can you come up with to create a permission based marketing success? If you have any good ones please consider sharing them on my Facebook Coaching page.
