In today’s oversaturated, congested and noisy online world, it’s easy to get lost in the mix. As a result, many legal marketers go to great lengths to stand out and distinguish themselves from the pack. While this is all well and good, it shouldn’t come at the cost of being shamelessly self-promotional and tactless in your approach. In fact, there’s a lot of merit in legal marketing subtlety where you casually promote rather than brazenly beat your audience over the head with your message. Here are some reasons why it pays to be subtle.
Loud and Annoying Doesn’t Convert
Let’s face it, there are a lot of idiots out there who only want to brag and boast about their qualifications and push their message onto anyone who will listen for even a split second. But these tend to be the legal marketers who quickly fizzle out and are incapable of establishing a stable marketing foundation. Whether it’s saying “CLICK HERE!!!” or “READ THIS POST!” or using dozens of hashtags on a tweet, this type of approach tends to rub people the wrong way and seldom gets results.
In fact, it often leaves people running never to return again. Over the long run, this can hurt your traffic volume, reduce follower counts and reduce the number of leads who come through the pipeline. This is obviously detrimental to a marketing campaign and can make it nearly impossible to thrive long-term.
Being Brash Can Diminish Your Reputation
As an attorney, your reputation is everything. Once it takes a major blow, it’s hard to restore your reputation and gain the trust and respect of your audience again. When you’re over the top with your legal marketing and push your message down peoples’ throats, it’s likely to have a negative impact on your reputation. Whether it’s bombarding visitors with popups to sign up for your newsletter or making it so every single thing you post on social media is blatantly self-promotional, this type of behavior is likely to turn people off. In turn, your reputation is likely to nosedive, and would-be clients will look elsewhere for legal guidance.
Subtlety Suggests Value
On the other end of the spectrum is legal marketing subtlety where you let your content speak for itself. Rather than screaming about how great and qualified you are, you simply post helpful content that answers questions and alleviates concerns that your audience may have. When it comes to social media, you will strike a nice balance where you promote your firm while also posting insightful content from external sources. In other words, you strive to connect with your audience and build relationships rather than strutting around like a proud peacock and only dishing out annoying, hyper-promotional messages.
The point here is that no one likes a “cocky Rocky” — and shameless self-promotion is no way to market your law firm. Instead, a more subtle approach where you simply demonstrate your value by posting quality content tends to be more effective and is usually the best way to win prospects over.
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