Clients are people too
Did we forget?
Law firm marketers are pumping out ‘insights’ that people don’t open and hosting webinars that people ‘attend’ but don’t watch. We’ve got detailled case notes and right-on-time legislation updates — but nobody reads them.
Why don’t we talk about this?
Perhaps because that conversation would require admitting a painful truth.
The truth is that we’ve been treating people like numbers. We’ve let the ‘client’ label blind us to the human. We’ve been marketing to no-one. Those articles are for us, not for them. And we forgot to stop to ask our clients:
What do you want? What would be helpful? How can I serve you?
If we did, law firm marketing and sales would look different.
We’d send fewer emails to fewer people, and each would be tailored: “here’s what this means for you.”
We’d change the tone from “let us tell you what we know” to “here’s something that matters to you — we can help with that.”
We’d make more phone calls and say “how are you, really?” instead of “here’s whats happening with this case right now”
Clients are people too. They’re humans, just like us. We might’ve lost a bit of our humanity in law land, but with a bit of work and love, we can bring it back.