OK I’ll admit it. I bought into the The Bachelor series wholeheartedly this season.
Because I love a good fairytale story (albeit manufactured by producers and editors) and Rosie Waterland’s recaps of the Aussie Bach season were as enjoyable (if not more enjoyable!) than the rollercoaster ride of watching 21 women compete for the same man and try to be friends at the same time.
I was “invested”. I teared up when Heather didn’t get a rose and watched Snezana and Lana battle it out for Sam’s heart at the bitter end. I felt sad for the lovely Lana but thrilled for Princess Parmigiana.
And it struck me that nurturing client leads in law firms is a lot like the process that goes on with The Bachelor. Here’s why:
We’re all looking for love
Just like our hopeful girls and dashing Bachelor, we’re all looking for love. For lawyers and law firms, it’s client love. We want to pump out content so goddamn special that it completely rocks your world – you sign up to our blog or newsletter, you rave about us and you decide to engage us to solve all of your legal and business needs. We really become your best lawyer buddy and your ‘go-to’ online legal site. That’s the kind of lead (‘love’) we’re looking for so it’s worth thinking about what kind of law firm marketing and content will help us achieve that goal.
It’s hard to stand out in the crowd
Cocktail parties and group dates can be a bit of a train wreck. But also they’re pretty fun to chime into as you watch the girls get increasingly more drunk and try to whisk the Bachelor away for a quick conversation, to cement their ‘relationship’ or ‘connection’ and persuade the Bachelor too keep them in the competition to fight for his heart another week and maybe be that lucky lady holding the final rose at the end. Law firm content marketing needs to stand out from the crowd too. There is so much noise on the internet and so many lawyers out there that you need to make sure your firm is working on, and developing, strong customer connections through compelling content, a unique brand position, a solid SEO strategy, a kick arse social media presence, targeted sales funnels and growing subscriber lists and client databases. Don’t be that lonely girl at the cocktail party who is sitting in the corner of the room waiting for the Bachelor to take her aside for a chat. Be bold and brave and go nurture those leads (but perhaps don’t be as pushy as Sandra or you’ll lose the lead completely!)
We invest in you and guide you through the journey
Just as the Bachelor is ‘invested’ and 100% committed every time he takes a new starry-eyed woman on a contrived, romantic date and says how amazing they are and how he can really see a future with them, attorneys want to guide prospective clients through the buyer’s journey, showing them their skill, technical expertise and strong communication skills in order to win them over without being too over the top. Firms should invest in their prospective clients as though they are confident that each prospect will be holding the final rose. Offer prospects helpful advice or direction, make sure the firm website is clear, impressive, filled with useful information and easy to understand and be willing to go the extra mile.
Follow your heart to make the right decision and stay true to your choice
Once you’ve generated and nurtured a lead and sealed the deal, you need to make sure that you satisfy and delight that client to continue the strong relationship. The Bachelor isn’t going to have a long lasting relationship after the final rose ceremony if he loses interest once the cameras stop rolling and the fancy dates organised by the network stop and the same goes for lead nurturing and keeping clients happy. Don’t end up in couples therapy like Juan Pablo Galavis and Nikki Ferrell in the US Bachelor. Stay in touch with your existing clients and make sure they feel the love (whether through phone calls, emails or other forms of content) well after you’ve secured their business.
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