by Nick Gromicko
How is your marketing working for you? You may be tired of hearing about this essential component of running your own law firm because you’re busy, so why bother? Or, you may still be putting off dealing with it because you don’t know where to start. Or, you may have taken shortcuts to save a few bucks. Did you let your nephew design your logo? Did you let your spouse write all the copy? Did you poach the text from another law firm’s brochure or website and add your own spin to it? Did you – consciously or passively – decide that a DIY approach to your firm’s marketing is all you can afford?
At Checkmate Marketing®, we like to say that you can be the best lawyer in your service area, but if your marketing materials don’t reflect the top quality of your services, you might as well be the worst attorney around. And the worst attorney in your service area can have the best-looking marketing materials and get the phone call that should have been answered by you. How’s that for fair?
Can’t tell if your marketing is up to snuff? I recommend that every lawyer do the BMW Test. Take your firm’s brochure to your local Mercedes or BMW dealership. Go into the lobby and find the brochure display. Put your brochure next to the car brochures, and then ask yourself, “Does my brochure hold its own next to Mercedes and BMW?” Then, ask yourself this: “Can I imagine that they all could have been designed by the same marketing team?” If you answered “No” to either question, it’s no exaggeration to say that you’re putting your livelihood at risk. Can you afford that?
Let Checkmate Marketing®, look at your brochure. We know exactly what it takes to sell your services through the power of engaging text, original designs, and polished images, all laid out in a way that anticipates the needs of your prospects, and – most importantly – converts them into clients.
Why leave one of the most important aspects of your business in the hands of amateurs, or – worse – up to yourself? Just as you’ve trained to be the best lawyer you can be, we’re the best at what we do. Let us concentrate on marketing your services so that you can concentrate on performing them.
Just as you get only one chance to make a good first impression, your marketing materials may be the first and only chance you’ll get to reach a prospective client. Don’t you want your brochures to inspire trust, confidence, respectability, and quality? You’ve made the investment in your law degree; now, make the investment in your marketing. If your brochure doesn’t pass the BMW Test, it’s time to step on the brakes and get in touch with Checkmate Marketing®.
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