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How to Ethically Market a Brand New Practice Area
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Marketing a brand new practice area can be very exciting, however…
There’s a potential problem that people often overlook:
When your marketing outpaces your product, you’re more likely to self-sabotage a sale.
To quote the Joker in The Dark Knight:
“I'm like a dog chasing cars, I wouldn't know what to do if I caught one.”
What does that mean, exactly? Well, for example…
If you’re confident in your marketing, but not confident in your new practice area yet…
You’ll subconsciously find a way to lose a sale if you aren’t sold on the process.
As a result, you end up burning the first few clients you get, and those “wins” become toxic.
So how can you introduce a new service without disrupting the rest of your firm?
In this week’s podcast, Jan discusses the simple steps you can take to have an effective marketing strategy in a new practice area without the common hurdles most firms run into.
There’s much more to learn in this episode about ethically scaling your firm, so tune in now!
In this episode:
- 1:38 - A new practice area with effective marketing on day 1
- 2:28 - Intentional self-sabotage
- 3:09 - An old sales proverb
- 5:37 - Unethical marketing
- 6:00 - How to introduce a new service
- 8:21 - The big takeaway
Jan Roos is the founder and CEO of CaseFuel agency, which helps law firms generate revenue through pay-per-click advertising. He is a legal marketing expert and is the author of the bestselling book, Legal Marketing Fastlane. It talks about PPC lead generation, a technique used to generate client leads for big and small practices.
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