We love it when estate planning lawyers and their team members come to Kansas for IMS Strategic Planning Retreats because we get to dig into their personalities, dreams and aspirations and help them boost their firms to the next level. We connect with each other on a personal level, even though it’s all business. Can you say the same for your law firm marketing?
Providing peace of mind is hard when chaos is in the air. When you arrive at a spa for a massage, there’s a definite sense of calm that is deliberately created. What happens when clients walk into your office? They should feel like they are walking into a professional, polished space where everything is under control. If the phone or intercom is constantly interrupting your meeting, or if there’s clutter on the table, they are not going to feel calm.
Balance sharing your story with theirs. You may want to bond with clients over their challenges and concerns by sharing your own personal stories, but don’t over share. Remember the focus is on the client and their situation.
Be open to surprises. If your intake system is automated, and we hope it is, you’ll already have a lot of information about your prospective client and their particular situation. But what’s on paper isn’t always the same as the people who walk in the door. Don’t be surprised if the way you imagined a couple or an individual is completely different than the folks who actually walk in the door.
Remember, today it’s all about the visuals. We are used to seeing videos for everything, from sneakers dancing across the screen for a major national shoe store to play-by-play descriptions of how to build a retaining wall. Clients will engage more readily when they have seen videos of you speaking about how you approach estate planning. They will certainly find it easier to locate your office if we’ve shot some drone video footage that shows the exterior of your building as seen from a distance and as one gets closer to the entrance.
Making clients comfortable by engaging emotional responses is a carefully choreographed path. At our strategic planning retreat, we’ll deconstruct and reconstruct that path to make it straighter and get rid of the bumps and detours so that you and clients reach your ultimate destination.