Every law firm needs to promote themselves in some way in order to reach new clients and increase brand awareness. However, constant self-promotion that offers no value to an audience will create a negative impression. Self-promotion needs to be a balance and one that incorporates a bunch of different aspects.
Promoting your law firm is an essential element to crafting your brand. Your audience needs to know how excited you are about things that are going on in your practice. They need to take that journey with you and celebrate those victories as your business grows. The enthusiasm will build loyalty for your brand. However, there is a balance in self-promotion and it shouldn’t lean towards you being obnoxious.
Constant self-promotion is not the impression you want to leave your audience. You want to remain focused on your brand in the sense of building a shared community, not in the sense of impressing them. Think about conversations you would have with friends around the dinner table. You would let them know about the wonderful things going on in your life so they can celebrate them with you. However, you would not dominate the whole dinner party telling everyone how wonderful you are. It is a similar dynamic when it comes to self-promotion.
& THE UGLY OF SELF-PROMOTION
When self-promotion turns ugly is when promoting yourself is all you have to say. Constant self-promotion that offers no other value will quickly turn people off from your brand. Your main goal is to bring your audience on your journey, as long as it is authentic, and provide something valuable in order to build your credibility. Over time with constant self-promotion, you will lose your audience and the opportunity to build a loyal following.
3 TIPS FOR REWARDING SELF-PROMOTION
There are ways to self-promote without being obnoxious. Here are three tips that will help you look at self-promotion in news ways.
- Create tools, tips, and checklists that can be downloaded with all your business information incorporated into it. If your business focuses on one specific area, create a checklist that might be useful to a customer in that space. For example, if you are a personal injury lawyer, create a checklist of what to do when you have gotten into an accident. Within that checklist, include all your contact information so they can call you just in case they need a lawyer.
- Partner with the community. You can promote your brand by sponsoring something worthwhile in your community. Sponsor a local charity race or event that you can promote and let the event promote your business. Most events allow company sponsored tables that can be utilized to promote your brand in the community.
- Offer your services for free. There are certain times when your business could provide a service to the community. Pinpoint a worthy cause that could benefit from your services and provide them for free. Giving back is always a great way to self-promote your business.
Remember the goal is to build a relationship with your audience. Keep that in mind when it comes to self-promotion and provide something of value. It will pay off in the end!
Do you have any self-promotions tips that have worked successfully for you? We would love to hear all about them.