際際滷

際際滷Share a Scribd company logo

Marketing & Online Trust Building for Lawyers

Megan Hargroder
Megan Hargroder

Forget the skeezy icky marketing tactics you think you HAVE to do. Sit back, take a breath, and learn how the art of story can help you attract and build trust with GREAT clients. The process isn't always easy, but it's worth it.

1 of 20
Download to read offline
Marketing & Online Trust Building for Lawyers
Marketing & Online Trust Building for Lawyers
Ernie Svenson Ernest Svenson helps lawyers optimize their practices by using tech more effectively so everything happens more easily, with fewer hassles, and less stress.
The Trust Engine (i.e. reality based marketing) Gain Awareness or Attention (if you do this in cheesy or grabby way you sacrifice building rapport & trust; see below) Foster Likability, Rapport, Empathy, Assurance, Expertise/Knowledge Build Trust over time (by fostering the above) Enter Client Relationship (i.e. conversion) Do a fabulous job for client so they trust you even more (and become a strong referral source)
Trust / Persuasion - 3 Elements Identified by Aristotle 1. Pathos: how people feel about things drives their decision-making, and how motivated they are to make a decision. 2. Logos: people need to verify facts & information to ensure theyre making a sound decision. And they need to justify their decision to others. 3. Ethos: people are more inclined to accept facts and information that they receive from people they trust, or who seem trustworthy.
SHOCKER / SPOILER: Website traf鍖c means NOTHING if your site doesnt make a potential client want to pick up the phone and call you...
Southpark gnome / underpants: https://www.pinterest.com/pin/318840848592158230 /
People trust PEOPLE (photo of home page with attorney on the front; maybe adam diamond or someone who has a nice looking above the fold photo? OR ideally a female lawyer if you can find a good one)
People remember STORIES
EMPATHY: They want to know that you really understand and empathize with their problem The unsettling truth: 52% of all California employers will face employment-related claims. Most of them are completely illegitimate. I understand how unfair and infuriating this can be for someone who has worked hard to build a successful business, only to have opportunistic former employees attempt to take them down. Thats why my practice is focused exclusively on helping California employers get these cases dismissed so they can move forward and get back to work. -Employer Defense Attorney
AUTHORITY: They need to know that you have solved problems like theirs before, and feel confident you can help them too. Ive spent the past 15 years working in diverse areas of the music industry Ive helped musicians plan releases, break into new countries, get song placements in tv and 鍖lm, sign endorsement deals, connect with co-writers and producers, grow their fan base, and build long-lasting success. And Id like to help you too. - Entertainment Attorney
VULNERABILITY: By being authentically YOU, you can allow the reader to see themselves in your story.
Your story should include: 1. Who you are and why you do what you do 2. Empathy for what your client is going through 3. Authoritative proof that you can solve their problems 4. What their lives will look like after youve solved that problem 5. How they can work with you
Your potential clients want to hire the BEST attorney for their SPECIFIC problem. A Jack of all trades is a master of none. S
Examples of Niche Law Firms: (photo grid of 4 sites including Jet Stream, CCLaw, Lisa Sherman, Dani)
Dont just tell them YOUR story. Tell them THEIR story.
In 2011, I was arrested for a DWI charge in Florida after getting into a car accident. I spent the night in jail, experiencing a shift from total freedom to a complete loss of control. I was released the next day, but the consequences continued to follow me ,
Authenticity and Nuances
Resource Recommendations Building a StoryBrand: Clarify Your Message So Customers Will Listen, by Don Miller Win Your Case: How to Present, Persuade, and Prevail--Every Place, Every Time, by Gerry Spence Braving the Wilderness: The Quest for True Belonging and the Courage to Stand Alone, by Bren辿 Brown The Middle Finger Project: Trash Your Imposter Syndrome, by Ash Ambirge You Are The Brand, by Mike Kim
Marketing & Online Trust Building for Lawyers

More Related Content

Marketing & Online Trust Building for Lawyers

  • 3. Ernie Svenson Ernest Svenson helps lawyers optimize their practices by using tech more effectively so everything happens more easily, with fewer hassles, and less stress.
  • 4. The Trust Engine (i.e. reality based marketing) Gain Awareness or Attention (if you do this in cheesy or grabby way you sacrifice building rapport & trust; see below) Foster Likability, Rapport, Empathy, Assurance, Expertise/Knowledge Build Trust over time (by fostering the above) Enter Client Relationship (i.e. conversion) Do a fabulous job for client so they trust you even more (and become a strong referral source)
  • 5. Trust / Persuasion - 3 Elements Identified by Aristotle 1. Pathos: how people feel about things drives their decision-making, and how motivated they are to make a decision. 2. Logos: people need to verify facts & information to ensure theyre making a sound decision. And they need to justify their decision to others. 3. Ethos: people are more inclined to accept facts and information that they receive from people they trust, or who seem trustworthy.
  • 6. SHOCKER / SPOILER: Website traf鍖c means NOTHING if your site doesnt make a potential client want to pick up the phone and call you...
  • 7. Southpark gnome / underpants: https://www.pinterest.com/pin/318840848592158230 /
  • 8. People trust PEOPLE (photo of home page with attorney on the front; maybe adam diamond or someone who has a nice looking above the fold photo? OR ideally a female lawyer if you can find a good one)
  • 10. EMPATHY: They want to know that you really understand and empathize with their problem The unsettling truth: 52% of all California employers will face employment-related claims. Most of them are completely illegitimate. I understand how unfair and infuriating this can be for someone who has worked hard to build a successful business, only to have opportunistic former employees attempt to take them down. Thats why my practice is focused exclusively on helping California employers get these cases dismissed so they can move forward and get back to work. -Employer Defense Attorney
  • 11. AUTHORITY: They need to know that you have solved problems like theirs before, and feel confident you can help them too. Ive spent the past 15 years working in diverse areas of the music industry Ive helped musicians plan releases, break into new countries, get song placements in tv and 鍖lm, sign endorsement deals, connect with co-writers and producers, grow their fan base, and build long-lasting success. And Id like to help you too. - Entertainment Attorney
  • 12. VULNERABILITY: By being authentically YOU, you can allow the reader to see themselves in your story.
  • 13. Your story should include: 1. Who you are and why you do what you do 2. Empathy for what your client is going through 3. Authoritative proof that you can solve their problems 4. What their lives will look like after youve solved that problem 5. How they can work with you
  • 14. Your potential clients want to hire the BEST attorney for their SPECIFIC problem. A Jack of all trades is a master of none. S
  • 15. Examples of Niche Law Firms: (photo grid of 4 sites including Jet Stream, CCLaw, Lisa Sherman, Dani)
  • 16. Dont just tell them YOUR story. Tell them THEIR story.
  • 17. In 2011, I was arrested for a DWI charge in Florida after getting into a car accident. I spent the night in jail, experiencing a shift from total freedom to a complete loss of control. I was released the next day, but the consequences continued to follow me ,
  • 19. Resource Recommendations Building a StoryBrand: Clarify Your Message So Customers Will Listen, by Don Miller Win Your Case: How to Present, Persuade, and Prevail--Every Place, Every Time, by Gerry Spence Braving the Wilderness: The Quest for True Belonging and the Courage to Stand Alone, by Bren辿 Brown The Middle Finger Project: Trash Your Imposter Syndrome, by Ash Ambirge You Are The Brand, by Mike Kim