How the Right Marketing Strategy Will Help Your Law Firm Soar with Gary Musler

Uncategorized Apr 15, 2021

With thousands of law firms out there, how do you find a way to stand out? If you think you don't need law firm marketing, you're making a big mistake. Marketing is an essential part of any business, and law firms are no exception. The right marketing strategy can attract ideal clients and cases to grow your firm. Today's guest proves this with his digital marketing agency, helping hundreds of law firms reach successful heights.

In this episode, we're joined by Gary Musler, a law firm marketing specialist. He shares his tips and tricks on making your firm stand out to attract the clients and cases you want. He also discusses the importance of choosing your area of focus and establishing your law firm's identity.

If you want to learn more about the right marketing strategy for your firm, tune in to this episode!

Here are three reasons why you should listen to the full episode:

  1. Learn about the different types of content you can use for law firm marketing.
  2. Find out how you can come up with the right marketing strategy for your firm.
  3. Discover the importance of niching down and establishing your identity and the correct way to do that.


Episode Highlights

Gary’s Journey to Owning a Marketing Agency

  • Initially, Gary was doing marketing for his financial service and estate planning practice.
  • In the late 90s, the Internet started gaining traction, and he thought it was an excellent idea to market online. Everyone around him doubted it, but fortunately, he didn't listen to them.
  • He started having great success marketing his services and began managing data for a lot of affiliate networks.
  • One day, an attorney who had heard about his work called him, asking him to help her market her practice. In the end, he failed in doing that, and it was a humbling experience for him.

Gary: “I think most people can relate to this—sometimes failures are our best teachers, and we get the best traction from them.”

  • His big takeaway from it was that marketing for attorneys is entirely different than marketing for any other profession.

Gary: “You need to get somebody's attention, interest, [and] desire in order to get them to take action…To understand that avatar and to be able to speak in a language that resonates with them and offers them that value and that lifeline that they're looking for is sadly missed by too many firms out there.”

Persisting and Persevering

  • After failing, Gary now likes doing post mortems when something does not go right because you do not learn too much when things are going well.
  • You need to understand how to implement the "problem first" approach and identify the problem.
  • Second, you should quickly let the prospect know that you are the solution to their problem. You have to make sure that you are addressing that person where they are and then continue that experience all the way through.
  • People who talk about attorneys will have to start producing more content for several reasons, but Gary thinks that sometimes, the message gets lost.
  • There needs to be commonality—you need to have commitment and consistency of dialogue, thought, feeling, and where you're leading them.

Gary: “When I think of marketing, I think of a wheel. And the more spokes that you have in the wheel, the sturdier the wheel, and the sturdier your marketing.”

The Importance of Content

  • Think about it from your client's perspective and figure out what the question they are asking is.
  • From there, you can have a content series answering those questions so that when they discover you, they will find themselves hooked on reading all your pieces of content.
  • You need to have this journey that you take them on to solve their problem long before they ring your phone.
  • There are many different content types, such as written content, audio, visual, and more. By crossing platforms and channels, mere content is not enough—there needs to be synergy.

Moshe: “If you're listening to this and you're in the space where things just don't seem to be going right for you, where everything you do seems to be not producing the results that you want, recognize that you are in the best possible place for your success.”

Building on the Other Elements

  • Aside from commitment and consistency, there's also social proof, authority, liking, scarcity, and the law of reciprocity.
  • No one factor is strong enough to result in the conclusion that we want, but the more you include in your journey, the greater your odds of getting the result you want.
  • Many attorneys do not want to make their social media accounts public, but if a potential client is looking you up, they want to know who you are as a person.
  • People should get some idea of who you are in other areas of your life when they check you out on social media to know if they can trust you.
  • Ultimately, the client decides who they are going to work with, and you have to give them the tools they need to do that.

Gary: “What people want to do, or should be doing, is not only being careful with what they put out there, but remember who's coming there and why they're doing it. In other words, don't just do it to do it, but to have a strategy that goes across all the other platforms that you're working.”

Coming Up with the Right Strategy for Your Efforts

  • The challenge in law firm marketing is searching for the right marketer. Most owners don’t know what they need.
  • There are so many types of marketing, and different marketers will tell them to do other things. You want to have all of those things, but you also have to be strategic and realistic.
  • You have to begin with the end in mind. Through this, you want three things: a method for attracting your ideal clients, a way to make sure that the perfect client provides you with referrals and reviews.
  • Now, what are the different ways to accomplish those? You need to take a look at your starting point and see how many assets you have. Figure out your message and the conversation that you want to have.
  • For the people who have different practice areas, those are all different conversations. Take a look at what all your other options are and map things out.

Gary: “Let's face it: most attorneys are A personalities, right? [They're] successful hard drivers, and when they make up their mind to do something, they want to do it. But sometimes, taking a step back is really important.”

Choosing Your Area of Focus and Establishing an Identity

  • Law firm marketing is a long-term decision, so you can take your time choosing your marketing partner.
  • Good law firm marketing needs you to understand who you are, who your firm is, and what your brand will be.
  • If you want to be successful, you have to narrow down your practice areas and choose where you will focus. 
  • By doing that, you hone in on your marketing message, and you will be able to develop your marketing strategy.
  • You have to get focused on a particular audience so that you stand out. You have your specialty, and the people who meet those criteria are attracted to you because you are dealing with them specifically.

Gary: “I don't want attorneys to feel that there isn't an appropriate way to be able to diversify like that. But again, you need to be intelligent about the way that you go about, doing it to remove some of the potential reluctance to go to a firm that may be perceived as spreading themselves too thin.”

Gary’s Parting Advice for Law Firm Marketing

  • Simply tweaking what you're already doing can have a dramatic impact.
  • All you have to do for effective law firm marketing is reevaluate your current lines of action.

Gary: “Go into what you're already doing, reevaluate what you're doing, look for opportunities in what you're already doing before you look for something new.”

  • At the end of the day, if you come up with a strategy, stick with it, and keep at it, that's what will make you successful.
  • Focus on what you're working on and see it through because until you do, you can't determine whether it was a success or a failure.

About Gary

Gary Musler graduated from the Eastern State Connecticut University with a BA in Economics. After successfully building a firm as a financial advisor, he became the biggest online lead generator in the country for universities by using groundbreaking strategies online in the late 1990s. Since then, he has helped build three 7-figure businesses from scratch. 

Today, he’s an expert in law firm marketing and uses the same replicable formula coupled with his lead generation knowledge to help grow firms. He is the founder and CEO of Big Mouth Marketing. This full-service digital marketing agency aims to help attorneys attract and close more ideal clients and cases in a predictable, scalable, and sustainable way. After being founded in 2013, his agency has now helped hundreds of law firms with advertising, high converting website design, SEO, and video marketing.

To learn more about Gary, you may visit his website or connect with him on Twitter or LinkedIn.

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