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3 Law Firm Marketing Lessons from a Guy Who Makes Fiberglass Shower Pan Liners

I’m having a walk-in shower installed in my home, and getting a workshop in branding and word-of-mouth marketing in the process.

When I began the project, I thought all I needed was a plumber and a tile guy. The plumber was a no-brainer — I’ve relied on Wilson Plumbing for years. But I quickly learned that even a small construction project like mine is comprised of a general contractor cobbling together a cadre of independent niche craftspeople — the demo crew, framers, drywallers, concrete pourers, fiberglass shower pan builders and tilers.

The morning after the fiberglass shower pan was installed (and the overpowering acetone fumes had cleared), I went into the bathroom to inspect the progress and noticed a  simple branding gesture that conveyed a bold message. Embedded on the new shower curb under the fiberglass was a plain card that bore just the name and phone number of the contractor in large, readable type.  What it actually said, though, was, “I made this and I stand behind it. If you like it, call me.”

Clearly, that message wasn’t intended for me — it was tiled over soon thereafter. It was directed to other, unknown contractors that would encounter his handiwork and might want to work with him on a future project.

And it worked!

Later that same day the plumber came by, glanced at the shower floor and remarked, “That’s a great pan liner. Who did the work for you?”  I didn’t know; I just pointed to the card. The plumber took out his mobile phone and snapped a picture of it.

Three Key Marketing Lessons

  1. “Marketing” can get in the way. Whenever possible, let your work product speak for itself. Share and promote well-crafted/well-reasoned pleadings and motions, not just outcomes.
  2. Engage with potential clients/referral sources at the times and places their needs are most immediate.
  3. Keep your message simple, memorable and actionable.
What law firm marketing ideas or inspirations have you gotten from unexpected sources?

 

 

 

 

Comments

  1. Social_Barista says:

    Great lesson. Why do we always make it harder than it has to be???

    • FollowtheLawyer says:

       @Social_Barista Thanks!
       
      As Emperor Joseph II observes in “Amadeus,” “Too many notes.”
       
      For lead generation, I’m a big advocate for simple, direct solutions. 
       
       

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