Against their best interest, some lawyers and professional service providers would prefer to avoid marketing altogether. Unfortunately for these individuals, marketing is key to sustaining a practice or a small business. In an article for The American Bar Association, Terrie S. Wheeler, a Marketing Coaching expert, breaks the news: the “If I build it, they will come” approach to marketing simply isn’t effective. She explains the importance of reaching out to potential clients and referrals through effective communication channels throughout this piece.
The article talks about engaging with the right audience by leveraging various modes of written and verbal communication. If you are unsure of how to best increase your name recognition in your industry, reading this article is a great place to start. Terrie explains that it is important to make a “plan of attack” and really take the time to understand why you are valuable to your desired audience and what makes you unique. In the article, she offers a list of thought-provoking questions for you to reflect on how to get started.
Once you have determined your desired audience and brainstormed what they will find appealing about your company, you can begin to piece together all the components that go into creating great name recognition. According to Terrie, these can include giving presentations at relevant events or writing for publications that your target audience reads.
To top it all off, there are several steps you can take to build your personal brand so current and potential clients know not only your name but also your brand’s values and mission. Terrie gives tips on how to do this in the article, too.