I recently read an article by Dorie Clark in which she discussed Daniel Pink’s book, To Sell is Human: The Surprising Truth About Moving Others. His book discusses the decline in “information asymmetry” – how the world of sales is changing based on fact that potential customers and clients are now empowered by information on products or services that they can find through a simple Google search or on social media sites. And, if they aren’t happy with a product or service, they can let others know about via these same channels. This knowledge is power for potential clients/customers and for a profession that is based on using what we know to help clients solve or avoid problems, lawyers must adapt to this new reality.
I would argue, however, that providing clients with this knowledge through your own website or social media channels is just as powerful for attorneys and firms who make it a priority. This is “content marketing.” If you don’t know where to start, ask yourself, “What substantive information or resources relevant to the legal problems I solve through my practice am I providing to current or prospective clients?” The opportunity to build rapport with potential clients through content marketing is tremendous, and one most of us are leaving on the table. If your potential clients are not getting this information through you, they are most definitely getting it elsewhere. Who will they call when the research can no longer provide the answers they need?