In the military we called it “situation awareness.”
Simply put, it means being aware of what’s going on around you and how it affects you, so you can then take action to effect a favorable outcome. In the military, effective situation awareness can mean the difference between life and death, mission success or mission failure. It’s a big deal.
What does this have to do with marketing your estate planning and/or elder law practice?
For example, do you know what your competition is up to? Which three attorneys in your legal community would you regard as top-flight practitioners and thought leaders in this arena? Have you checked them out to see what they are saying about themselves… and what others are saying about them?
Now, try this little exercise:
- Put your prospective client hat on and run some searches on the various search engines for your community and “estate planning” and/or “elder law.” Do these attorneys show up and, if so, how high?
- Click on their website. Is it “user friendly” and inviting? How do these attorneys describe their services and approach?
- Are they blogging? What is their Avvo.com ranking? Are they listed on Lawyers.com and Martindale.com? What is their peer ranking? Do you see any client testimonials?
These are just a few exercises for starters. Go ahead and use your own imagination and creativity to get to know your competition forwards and backwards. And, since no one has a lock on all of the great marketing ideas, you may just pick up a pointer or two.
Now that’s what I call effective “situation awareness.” Go get’em, Tiger!
Teaching Point: As an ESSENTIAL Solution® attorney you have a marketing system that uniquely positions you to dominate your market. That noted, the most important component of The ESSENTIAL Solution® is YOU. Come to the IMS Spring Conference and get on the fast track to learning how to leverage this marketing system to have an ever more profitable and enjoyable estate planning and/or elder law practice.