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What Mom's Brain Tumor Taught Me About Marketing

Here's something you might find interesting...

One of the things you learn when you focus on creating a referral system (which I do for my Concierge members) is how important it is to get out of your own head about your marketing message.

Most lawyers (you maybe?) put up their website and it's all like

MATTHEW COLLINS, ESQ.

FAMILY PRACTICE - ESTATE PLANNING - CIVIL LITIGATION - DUI - AUTO INJURY - REAL ESTATE - PROBATE - WHAT'S YOUR LEGAL PROBLEM? I GOTTA PRACTICE AREA FOR THAT TOO. JUST CALL PLEASE PLEASE PLEASE PLEASE.

No, no, no. Marketing fail.

Let me turn this around on ya.

A few years back my mom had a brain tumor. A *big* brain tumor, which the first doc thought inoperable.

I had no idea what to do. Had to find a doctor.

The RIGHT doctor. This is mom. I'm not going to lose my mom.

What if it were you? And you go looking for a doctor. You get a recommendation and check out the doc's website.

DR. BOB SMITH

ORTHOPEDICS - HEART CONDITIONS - GERIATRIC MEDICINE - GENERAL SURGERY - UROLOGY - PEDIATRICS - BRAIN SURGERY - HERBAL MEDICINE. HAVE SCALPEL WILL TRAVEL.

Like hell you're going there. You want a specialist.

When mom had her tumor we found a super specialist, one of the top in the country, here at UCSF.

And guess what, mom's fine now. She's back to herself, giving me grief, like a mom should :).

Now back to you. When your client has a problem, it's the only thing they care about. And they don't want "just anyone". They want THE lawyer.

And when your referral partners, who can send you more business than you could handle if you just LET them see that random message, they get confused.

So when you junk up your marketing with a bunch of practice areas, it screams "jack of all trades, master of none". It impacts your perceived value to clients ... and reduces referrals.

Right or wrong, they think that if you just handle one practice area, you're better.

They care about their tumor. They don't care about the other stuff you do.

But wait ... if you've got more than one practice area how do you narrow your marketing focus ... without lopping off all your other business?

The smart marketing lawyers know, because they learned about Trigger Phrases … but that’s a discussion for those on my email list...


Raj Jha

Finding Ideal Clients

Raj Jha

Investing In Your Practice

Raj Jha

Fear of Marketing

Raj Jha

Repeatable Referral Model

Raj Jha

Did You Get Bitten?

Raj Jha

Finding Ideal Clients

Raj Jha

Investing In Your Practice

Raj Jha

Fear of Marketing

Raj Jha

Repeatable Referral Model

Raj Jha

Fear of Marketing

Raj Jha

Repeatable Referral Model

Raj Jha

Fear of Marketing

Raj Jha

Did You Get Bitten?

Raj Jha