How to Market Your Law Practice Like Lady Gaga
Surprisingly, the marketing of pop music translates very nicely into marketing for lawyers. Lady Gaga grossed $90 million in 2011, according to Forbes, so she clearly knows how to reach her audience of buyers. Does this mean you have to wear see-through bubbles to grow your practice? Will you need to wear 11-inch heels? Will you need to shoot sparks from your chest?
But you will have to start marketing of you want to grow your revenue. Here are lessons lawyers can learn from the most successful pop singer of our times.
She has a targeted marketing strategy. Lady Gaga's vision is to combine glam rock with simple melodies. Her lyrics appeal to her core of admirers – anyone who "doesn't fit in." Haven't you ever felt that you didn't fit in during some point in your life? She is targeting you and everyone else like you, and that's why she's so successful.
For lawyers, this means you need to identify your target demographic. This is different from deciding what services you want to promote. You should identify the kind of people you want to attract. Know your target client and focus your marketing on that person.
Lady Gaga is all about what's new. You expect to be surprised by her. Whenever you see her, you know it's going to be unexpected. For lawyers, this means marketing what is new in your practice. Make your marketing all about the latest development that affects your clients.
She has talent and built on it. Lady Gaga began playing piano at age 4, wrote her first song at age 13 and performed in public a year later. She dropped out of NYU to lead a band in New York at age 19, got invited to the Lollapalooza music festival at 21, and had her first hit album, The Fame, at 22. The girl has talent and she maximized it.
Lawyers can do the same thing. Ask yourself:
- Where do you get the best results? Divorce? Employment? Litigation?
- Of all the things you do, what are you especially good at? Oral argument? Drafting? Negotiating?
- What comes naturally to you in marketing? Networking? Seminars? Articles? Social media?
Pick one thing and maximize it.
She improved on a proven success. When I first saw Lady Gaga, I thought I had seen this act before – by Madonna in the 1990s. And it's true, Gaga took something that worked well for someone else in her field and gave it her own twist.
Lawyers can do the same thing by contemplating the legal heroes and leading lights in their own communities. Pick a well-known lawyer whom you admire and study how he or she became a marketing success. Chances are it was by capitalizing on a big success, or leading the charge in a social cause or by taking a consistent point of view and always emphasizing it. Examples of marketing success are easily found in the legal profession – all you need to do is duplicate it with your own twist.
Lady Gaga talks to the news media. This is a proven formula for marketing success. When you get a call from the news media, drop what you're doing and talk to them. Cultivate a relationship with an individual news reporter. Did you notice that Lawyers.com features an interview with a lawyer in every news story we publish at blogs.lawyers.com? We always quote a lawyer by name, include a color photo and add a link to his or her profile. If one of our reporters calls you, do yourself a favor and respond immediately.
Lady Gaga actively markets online. She is #1 on Twitter with more than 24 million followers and she writes her own Twitter messages. Her Facebook page has more than 46 million "likes." Lawyers can similarly use social media to stand out in a crowd. Lawyers can get expert help with LexisNexis Social Media Visibility. Lawyers nationwide are using the most trusted name in legal marketing to harness LinkedIn, Facebook, Twitter and more.
Check out the Facebook page of Aaron Sachs & Associates. Cleverly, the title of the page is Springfield, MO Personal Injury Lawyers – because when consumers search for a lawyer, they don't know your name, but if they want a personal injury lawyer, for example, they'll use those terms when searching Facebook.
She actively courts bloggers. Part of her early success is owed to the community of music bloggers to whom she reached out. Lawyers can rapidly boost their marketing by writing a blog, and again, LexisNexis can help by creating a custom blog for you, with customized content, submission to blog directories and link building to increase your search engine ranking.
While you're at it, subscribe to our free Best Practices in Lawyer Blogs. It's published every two weeks and you can sign up here.
So you can relax, knowing that you won't have to wear a meat dress or a cage over your head as Lady Gaga does. But you can profit by taking a page from her marketing playbook. You don't need to do anything unorthodox but you can't sit still. You do need to market, and you'll be glad you did.
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