As boomers age and millennials mature, both have changed their expectations when it comes to purchasing professional services. Both generations expect, and in many instances, demand, a dialogue that is based on a level of mutual respect and honesty. The millennial especially needs a good reason to be talking with a live person, rather than using an app to create an estate plan.
The millennial also wants a narrative to go with the person they are talking with. They want to know who you really are, and while they don’t mind at all telling you their own life story, they expect the sharing to be reciprocal.
Think of this as a request by a prospect for the marketing message, the answer to the questions clients think but do not say: who are you, really, and can I trust you with my most personal legal needs?
Answer that question through your marketing materials, and you have unlocked the key to authentic marketing.
Who are you, really? An honest and direct answer will serve you better than a list of credentials. A long list of initials after your name with no explanation will confuse them. Their insurance broker has a lot of initials, so does their financial advisor. They know that you went to law school, and they will appreciate knowing that you are up to date with the latest in this area of the law. If you have gone to a law school or college that they know, they will feel a bond, but that is just for starters.
Are you the same person they see on social media? This is about more than blog posts. The new legal services consumer is looking you up on every possible social media platform. Do your personal posts align with your professional narrative? If your law firm website is all about community service but there’s nothing but conspicuous consumption on your Facebook page, you may lose them. Consistency is comforting and feels real.
Who are you is also a question about where you came from. Has your family lived in the area for generations, or are you a transplant? Did you move to a new town to be closer to your spouse’s family? People like to know who they are trusting their own family secrets to. Sharing your history gives them comfort and an enhanced sense of knowing who you are.
The new legal services consumer seeks authenticity, connection, history, and an experience of building community when they engage with a professional. They also know that there is a real person behind the marketing curtain, and that’s who they want to connect with.