Most of our clients have never hired a personal injury lawyer, or, quite frankly, any lawyer before they walk through our door.
Very few know what to expect and, quite frankly, what to look for.
Most of our clients come by way of referral, but many come to us by virtue of our presence on the Internet and other marketing.
Until 1979 it was illegal for lawyers to advertise. But the United States Supreme Court changed all that, and this profession as well.
Until 1979, law was about personal relationships. when a lawyer represented you, your lawyer stood in your shoes and with your trust, you took your lawyers advice.
The outcome of that representation wasn't simply the out come of the legal matter. Instead, it was the continued, trusted relationship that was built between the lawyer and client. It lasted for life.
I did not come from a legal background. I came from a marketing background. My father was considered to be an innovator in his field. More than 10 years after his death his name is alive in marketing circles. Articles are still being written about him. He helped a home town department store called Maas Brothers, now Macy's, into the fastest growing chain of department stores in the nation by building two small units, bedding and casual furniture, into dominant positions in the market.
Here is how he did it. Personal relationships. He had a huge advertising budget. He used it to remind his customers why they liked to shop at Maas Brothers. That was the advertising. The marketing started when the customer walked through the door. He would tell his sales staff, you aren't here to convince someone to buy a bed or recliner. They already made that decision when they walked in the door. You are here to remind them they made the right decision and that Maas Brothers is there to help them make the right decision before they walk out the door. Anyone can sell a bed, whether you need one or the other or none at all. The important thing is whether the customer would return in the future and if he or she would ask for you by name.
It's no different in law.
To be continued.........