To successfully market your personal injury law practice to potential clients, there are certain factors that are very important to publicize about your firm. These factors take into account what potential clients are fearful about, their expectations and their needs.
What potential clients need to know about your personal injury law firm
People who have been injured in an accident are stressed out and in pain. They need a personal injury law firm that will address their fears and concerns and help them make a decision about which law office to employ.
These are several important factors potential clients need to know about your personal injury practice in your advertising.
- Clarify the cost of your representation. Most people seeking a personal injury lawyer have never needed one before. They usually won’t know if you charge a retainer fee or if you get your money in some other way. Most don’t know what a contingency fee is. In your marketing plan, it is very important that you publicize that you work on a contingency-fee basis, and explain what that means.
Make potential clients understand that this makes hiring an attorney more affordable because there are no upfront costs and that you are only receiving a percentage of their settlement plus case costs, if you win their case. It’s also important that potential clients understand that if you don’t win their case for them, they won’t owe you anything.
- Explicitly identify your areas of practice. If someone was injured because of a defective product, by a big rig, or experienced a traumatic brain injury they need to know what the focus of your personal injury law firm is. Some larger law firms include motor vehicle accidents, nursing home and elder abuse, product liability, class action suits and more. Smaller firms may focus on car and truck accidents. Make it clear from the outset what your focuses are.
- Explain the difference between settling a case out of court and having to go to trial. Most potential personal injury clients have no idea how long it may take to settle their case. Some don’t know that you can actually settle a personal injury claim out of court. It’s very important to educate them about how long it can take to settle a case (and why), and that most cases are settled out of court. However, they also need to know that you will be willing to take the case to trial, if warranted.
- Brag about your reputation. Potential clients want to hire a tried and true personal injury attorney. If you’ve been in business for a while, brag about your law firm and its track record of success. Don’t be shy about your great successes and your positive reputation.
Remember, most people that see your advertising do not have the slightest idea of what a personal injury law firm really does. You want to be able to ensure that, should they ever need you, they will understand who you are, what you do and how you do it.
Need help with your marketing plan? Give us a call at Group Matrix. We can help you in any and all aspects of traditional and digital marketing.
Group Matrix Blog – June 6, 2018 – by Sharon Bowles
