Creating Certainty For Your Law Firm In Uncertain Times

The question for law firm marketers is how do we find some sense of certainty and use it to our best advantage in these uncertain times?

/lawyermarketing101.com/Kevin Quinlan/ 06/18/2009

Every day we are faced with mounting uncertainty. Will the stock market go up or down?  Have we hit bottom in the housing market?  Are we beginning to see the "green shoots" of the beginning of an economic recovery?  Will I still have a job next month?  All of the uncertainty causes apprehension, which studies show has a greater negative affect on people than the occurrence of actual events.

The question for law firm marketers is how do we find some sense of certainty and use it to our best advantage in these uncertain times?  

For certain, there are companies that are still doing exceptionally well during the recession because they offer a great value proposition.  They have positioned their companies as part of the solution rather than adding to the problem.

 It is also certain that history has shown that those companies who continue to market their goods or services through a recession have achieved measurable increases in market share and awareness when everyone else is hunkering down and cutting back.

Certainty must also be expressed in your marketing messages, because it is reassuring to injured consumers who are in need of your legal services.  Consumers have become very cynical and trust is a rare commodity.  By communicating in a more personal and direct way, your law firm can take advantage of the current climate. That is especially true when your message is relevant to the stress normally associated with personal injury and the added stress uncertainty has added to all consumers' lives today.

What is also certain is that now is the time to adopt the new media to convey that message.  That does not imply that your law firm should abandon your use of more traditional media.  Studies still show that TV viewing is the strongest choice for video consumption, but your law firm must also create a presence where many of your prospects are now- on the Internet and on social media sites in particular.  

To create a more certain future for your firm, improve top-of-mind awareness and to be in front of a potential client when their need arises, you must maintain a consistent presence and integrate the new media into your marketing plan.  All personal injury firms that work on a contingent fee basis always have to manage a certain level of inherent risk.  

That said, the risk associated with allowing uncertainty to define the future of your law firm through inaction, is far greater than the risk of taking unfamiliar action so that you can emerge from the recession with a competitive edge and a more certain future.

Law firms can contact Cepac at Cepac.com or 1-212-759-1126 to find out more about how our marketing, SEO, and social media programs can help generate new business for your firm.

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