The rules have changed. Tons of lawyers are whining about how it’s harder than ever to market their services to such a fickle population. Remember the old commercials where the narrator in a deep voice asked, “Have you been injured in an auto accident?” And Seriously, customers have unlimited access to information and they demand a little more than a cheesy commercial.

Relationships! The key is to get in the prospect’s head at the time of decision, which can only be done if you’ve built up some trust. If you think you lack the time to properly nurture relationships with the masses, Gary Vaynerchuk has a message just for you. Put information on your site that informs your potential clients. Demonstrate that you have a proficiency that fits their need. Sell yourself. What makes you better than the competition? People expect lawyers to act like idiots on TV commercials. But when lawyers come across as competent, personable, and authentic…it fosters trust. And trust is the ultimate currency in today’s world of marketing. So put some of your best stuff out there, free of charge. Flex your muscles to demonstrate your skills. I recently published a 70 page ebook on the changing landscape of the network marketing industry. Prospects now know my philosophy before calling, which has helped generate some business.

I like how Gerry Oginski markets himself. He’s a medical malpractice attorney in New York and he’s constantly uploading videos on facebook. Even if I don’t watch every video, I’m reminded that this guy is a med mal lawyer in New York. Without even knowing it, he’s forming a relationship with me. If I’m injured by doctors in New York, do you think I’m going to flip through a phone book? He even posted a video explaining 3 reasons why someone would NOT hire him. It’s all about trust.

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