The following post, by Julie Power on the Internet Marketing Report, tells us a story about a Jack Daniels fan.
Dave Child loved Jack Daniels so much, he launched a website in it’s honor called ILoveJackDaniels.com. Julie tells us that the JD execs thought the site abused their trademark and ordered him to take down the site. Julie points out, and I agree with her, that every company should want advocates such as Dave. They should only hope that people are so loyal to their company that they construct websites singing their praise. Apparently the people at Jack Daniels disagreed. Julie notes the sweet irony that when a Google blog search is performed for Jack Daniels…..Dave’s blog comes up number one.
Great story…now what does this have to do with lawyer marketing?
Great marketing involves story telling. People don’t always remember your advertisement, your logo, or your list of awards. But they do retain a good story when they hear one. More importantly, they re-tell a good story to their friends, family, co-workers, etc. Just make sure you are on the right side of a “good story”. When it’s something like Jack Daniels did above, people will talk about it, but that might not be the best thing.
It’s the little things….
If you go that extra mile, expend a bit of extra effort and treat people right, they remember. If you do something remarkable, something special, it becomes a story. Stories get retold. When people are looking for a referral or a law firm they want to do business with, a story (either good or bad) is going to come to mind.
Think about how you want people to talk about your firm. Think about how clients are treated and the stories they will tell. This is a crucial part of your marketing, even more so than your search engine rank, your ad spend on television, or any of the other activities you do to market your firm.
When thinking about your marketing, you should examine every aspect of your firm’s interactions with clients, potential clients, your own employees,vendors, etc. Make sure you understand how these interactions are going down and ultimately the stories that are told as a result.
Photo by timlovesbrian
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{ 1 comment… read it below or add one }
Thanks for the shout.
I think we all love stories, whether they are about the big bad wolf or the big bad company.
So it always helps to have good stories by advocates and fans about things done well.
It always amazes me that when companies go the extra mile, or surprise customers with a little gift worth pennies, someone will recognize it or talk about it online.