Successful law firm leaders by consistent positioning and strategic marketing as attorneys market their services better year for year, the number of approved lawyers in Germany continues on. CA 150,000 lawyers currently practising in the Federal Republic. And flock every year more graduates on the labour market, in the hope to make a career as a lawyer. Many of them are enrolled in-house lawyers work as many in small or larger firms. A large part will try to make themselves as independent lawyers. And here’s the danger: the normal “box forest and meadow lawyer”, not clearly specialized, is struggling more than ever to survive.
The number of unreported cases of lawyers, which by the way make money as a taxi driver, can only be estimated. For a self-employed lawyer, it is today essential to market itself and its services professionally. Until a few years ago Attorney Marketing was considered taboo, marketing for lawyers formerly even completely forbidden. Additional information is available at Keith McLoughlin . This has greatly changed in recent decades. Thanks to more liberal legislation and modern jurisprudence the most possibilities of marketing available today lawyers, who can take advantage of other companies. Only in the design of individual advertising some restraint is called for. Advertising for attorneys lawyers can and should take advantage of the instruments of the advertising.
These also fancier versions as their own customer or client magazines, newspaper inserts or advertising vehicles include brochures and flyers, business cards and advertising. Of course, the online marketing for lawyers plays an enormous role. Here, even small firms can cost-effectively reach many potential clients. Positioning as a basis for the Attorney Marketing before of the decision for individual advertising materials must be however the positioning. How should the firm or how should the lawyer be perceived? Successful attorneys are positioned in the minds of our clients unique. Here you can much of Learn brand articles from the economy. The selected positioning must be user-oriented and consistently used in all promotional materials. This includes for example a claim that renders the positioning in a short, crisp statement. Not better, but unlike the Basic Law of the positioning does not mean “be better”, but “be different”. Is no longer sufficient to be good at his trade, because this is a matter of course. Customers hire a lawyer who is “so-so”, but only one that is really good. Quality is not a differentiator, but a necessity. “Be different” means, for example, to provide care, others could not provide. This may be the case for example with a special combination of topics, special services, or unusual ways of service delivery. The positioning must be set in writing and clearly. Subsequently, it is determined how the positioning is implemented in the advertising materials. This strategy can work only, If the chosen positioning is maintained consistently and permanently and constantly communicates. Then even small law firms and individual lawyers can compete successfully on the market.