What Is Marketing?
The first thing you need to understand about marketing is what it is and what it is not. Many personal injury lawyers I know have been led around by the nose by various experts — and non experts such as yellow pages directory sales reps — for years. That’s a great way to stay confused.
The purpose of this brief post is to get you thinking in the right direction so your BS detector is fine tuned. So, to start, what is marketing?
The first thing you need to understand about marketing is what it is and what it is not. It’s all too common for marketing wizards to create elaborate definitions of marketing that enhance their perceived wizardry but don’t help. If you can’t remember the definition it won’t serve you. I’m going to present you with a two word definition of marketing and I want you to think of it as a lens—or a pair of goggles you can slip on—to let you really see how people are marketing.
You can use this set of lenses to look at your own marketing, that of another law firm, or anybody in the marketplace selling any kind of goods or services.
Marketing is: communicating value.
Everything you do and everything you say creates perceptions in the mind of your audience. Every result your ads, your building, your after shave produces in the mind of your prospect is part of your marketing.
A lot of lawyers—especially those with significant referral sources—tend to believe that “we don’t market”.
But it’s not possible to “not market” because everything you are doing conveys value—either high value or low value—or even no value, which is a level of value.