The strategy needs to be simple to ensure you’ll actually implement it. And it needs to be based on proven principles of effective marketing.
The #1 Principle
Optimize for trust building across every aspect of your marketing: word-of-mouth, referrals, online marketing, advertising, and everywhere else.
To do this effectively you must understand human nature and the realities of how trust is built up over time.
You must understand the journey prospective clients take —from utter lack of awareness of you, to the point where they finally trust you enough to hire you.
The A.R.T.A. framework is indispensable for understanding this trust-building journey.
An Atomic Message
You need a simple, natural sounding sentence that is the core of your main marketing message. It should be no longer than 120 characters.
Read this blog post to learn more about the 120 character message and how to craft it.
After you’ve got the concise version you can expand it as needed.
A 1-Page Website
Your website home page should be optimized to deliver your main marketing message in the most powerful way.
If you have a website with several pages pretend you only have the home page —because that’s what most visitors will see first and foremost.
If you don’t have a website then set up a low-cost one page website to help you build trust with the widest possible audience.
A Trust-Building Message
Your main marketing message needs to be short (i.e. just a few paragraphs long). Above all, your message must establish rapport with prospective clients and convey empathy.
These are prerequisites to building trust (watch this YouTube video to learn more about effective trust-building).
Yes, you need to highlight your experience and skill as well.
But remember the wise saying: no one cares how much you know until they know how much you care.
The best way to demonstrate how much you care is by doing great work for each and every client.
You should have a standard procedure for gathering feedback from the clients for whom you’ve done great work.
Having prior clients publicly share their positive experiences on your website is the most powerful way to build trust with prospective clients.
There are a few simple questions to ask that will let you easily gather good feedback/testimonials.
When your marketing message makes it easy for people to realize that you’re a skilled attorney who truly cares about helping people you’ll easily attract new clients.
Having your own website makes it even easier to do this.
Especially if your website has testimonials from former clients.