I am a practicing trial lawyer in San Diego, California. I am very good at lawyer marketing, it wasn’t always that way. But that’s another story. Right now I want to focus on something else. I want to focus on what much of the public thinks about lawyers. Have you asked potential jurors in voir dire about what they think about the legal system? I have.
You are going to hear all the tort reform diatribe about jackpot justice and the like. But you are also going to hear about a distrust and dislike for lawyers.If you ask jurors for a show of hands for those of you that don’t trust and like lawyers – you are going to see a lot of (if not most) hands go up.That’s the way it is in California, I have a hard time thinking it isn’t the same way across the country. Truth is, many if not most folks don’t trust lawyers.
The fact of the matter is that so many people tell lawyer jokes because they don’t like lawyers and they don’t trust lawyers. Think about that. This is the biggest problem with lawyer marketing. You are marketing to folks that don’t trust and believe lawyers.
Most folks are only looking to hire a lawyer because they HAVE to – not because they want to. Some event occurred in their life and now they need a lawyer. They got arrested or they found their spouse texting with someone else or they had a work injury or they got rear-ended or whatever. No one wants to hire a lawyer. These folks are only hiring a lawyer because they have to hire a lawyer.
Now toss in that most folks have fear of lawyers. They are afraid a lawyer is going to cheat them, rip them off, sell them out or all of the above. They are afraid that they are going to hire the wrong lawyer.
So you have folks that are thrust into the position of having to hire a lawyer that don’t trust and don’t like lawyers and have fear of lawyers. These are the people that you are marketing to. Not good. Not good on so many levels.
Based upon what I see most lawyers completely underestimate this distrust, dislike and fear. I will get into this denial more in future posts. But for now, you need to recognize what you and your lawyer marketing are up against. Because I am a trial lawyer I have been dealing with this distrust, dislike and fear of lawyers head-on for years in the courtroom.
In my view – and in the view of the very best trial lawyers – the way to deal with this distrust, dislike and fear in the courtroom is a two-part approach.
First, plaintiffs and their lawyers MUST always be brutally honest with the Judge and jury on every level. Just like your grandmother might have told you – you have to earn their trust. And you do that by being painfully honest and up-front about everything. And you never try and deceive or fool the Judge or Jury.
Second, you have to be you. You can’t put on airs. You have to not act like what a lawyer should be or like somebody that you want to be or someone that you think that you should be. When you “act” you come across as not being genuine or authentic. Which makes you not trustworthy and not believable.
Instead, you have to be yourself and you have to be you. Of course, this is difficult after going to law school and having them try to “train” you on how to think and be like a lawyer. And it doesn’t help by going to lawyer seminars and such and seeing how lawyers are supposed to be like. All of this reinforces to lawyers that they need to act like a lawyer.
Instead you have to be a human being. To trust your gut and to trust that the real you is going to be good enough. Instead of acting like a lawyer – you need to be a regular person, just like the folks that you are talking to.
What you are going to see is that the very same way that you gain the trust of a jury is how you gain the trust of potential clients with lawyer marketing. The principals of developing a connection with jurors are the very same principals that you need to use in order to make a connection with your perfect clients.
Both winning jury trials and making a connection with potential clients are very, very similar. When you realize and appreciate that with lawyer marketing you dealing with folks that are thrust into the position of having to hire a lawyer that don’t trust and don’t like lawyers and have fear of lawyers – and that you must use the approach of brutal honesty and making a human connection – you will see that clients will be predisposed to want you to be their lawyer. Instead of trying to “sell” potential clients that should hire you, your perfect client will be thinking that you are the only lawyer that they want for their case. This is so powerful.
Once I combined my knowledge of winning jury trials with lawyer marketing I was able to absolutely transform everything I was doing. Trust Based Lawyer Marketing changed my life in so many incredible ways. I am now on a journey to help touch and change the lives of others.
Welcome to my journey. Welcome to Trust Based Lawyer Marketing.