The day has finally arrived. I am requesting all of the readers' help on something I'm actually already in the process of doing, but would love to have some feedback on. I want you to be completely honest, and try to put your business/potential client hat on for this one. I don't really care what other attorneys in the area will think, and I'm certain they will think it's borderline tacky. Here we go.
As I think you all know, I'm a DUI lawyer. That poses some specific disadvantages when it comes to marketing my law firm. One disadvantage is that every person out there that can afford my services is a potential client, yet they are not a potential client until they actually need my services. Another disadvantage is the market is flooded with people calling themselves DUI attorneys. For the layperson it is often difficult to decide who to pick to represent them.
So, I've decided to differentiate myself from the pack by forming an identity for both myself and my firm. I do, however, want to give credit where credit is due, so I want to thank this Tulsa estate planning lawyer for contacting me with some suggestions for my own practice and this Tulsa DUI lawyer for providing me with the idea (which I borrowed from him - he doesn't need it where I am anyway). The links I've just provided are extremely valuable, so I hope they like them!
The Tulsa DUI lawyer I'm referring to markets himself as "The Tulsa DUI Guy." Now, I know what you're thinking, a little cheesy, right? But it is exactly the kind of thing I am looking for for my practice and the precise thing you should be looking for for yours. And here's why.
First, it is easy to remember. It rhymes for goodness sake. That means when people see or hear of it it will stick in the brains and they can recall it if they ever need a DUI lawyer. Also, when someone asks for a reference, yours is readily available ("call the Tulsa DUI guy, I've heard he's really good).
Second, it separates you from everyone else. In today's day and age, everyone has the ability to market and brand themselves in any way they want - that's the magic of the internet. But with this people will instantly know who you are and what you do, and done the right way it can put you out in front of people's minds without them even realizing it.
Third, and finally, it allows you to build a cohesive brand across all avenues of advertising. When you have advertising materials, a catch phrase like this eliminates the need for explanation. People immediately know who you are and what you do. And whether they see it on the internet or a billboard, the dots can immediately be connected.
So I've decided to call myself The (my location) DUI Guy. I think it will do a great job of accomplishing the three things I just discussed. What do you think?
And, by the way, if you want to comment that you already know where I am and who I am so I should just spit it out, I'm not worried about you finding out who I am. I want this blog to continue to be an avenue for attorneys to talk about the business side of law without having to worry about what other people are thinking (i.e. potential clients). It's kind of like for me, I know when people are selling to me, but the process is a lot more enjoyable if they don't walk me through their rationale for everything they do. If we all need one thing in our practice, it's a better understanding of how to create and run a successful business.
So, please comment and let me know what you think. And, like I told my wife - who isn't completely sold on the idea yet :) - I'm always open to suggestions.
Looking forward to hearing from you!
Wednesday, January 26, 2011
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9 comments:
I'm a little confused. Is this just a nickname that you'll give yourself, like James Brown and Soul Brother #1? Or, will you affirmatively market yourself as The (Place) DUI Guy and buy up domain names like BofA?
Either way, it works, cheesy or not. Cheesy radio songs get stuck in my head all the time. Cheesy movies make #1 box office sales. I guess the question is why not?
Do you worry about this identity foreclosing other criminal defense work? One might think why use the DUI guy for my assault charge?
Shawn:
I will affirmatively market myself as The DUI Guy. I don't know what BofA means, but yes, I've got all of the big domain names in my area for that moniker.
Anonymous:
That's the point I think is being lost in a lot of ways with what I'm saying. I want to foreclose other areas if that means that everyone knows me as THE DUI Guy. If that happens I will get more DUI cases and be able to charge more because (hopefully) I'll have a bit of "built-in" expertise with people.
With that being said, however, I still have a site dedicated to criminal law generally that won't be billed as the DUI guy.
If I could do only DUI cases I would. That's the kind of niche practice that makes you extremely successful.
The best DUI law marketing I've ever seen was by a guy named "DUI Mike" in Nashville. In a shorter twist on your "Tulsa DUI guy" tag, he had small ads in bar bathrooms all over town with his picture and a sign for "DUI Mike." people would tease each other in bars e.g."if I don't stop now, I'm going to have to call DUI Mike." The ads were often made fun of, but I'll tell you, having had three friends get DUI's there he was always the first person anyone called.
Is it tacky, yes. A little. But more importantly, it embodies exactly who and what you want to be. If you are able to achieve that with a catchy, short, rhyming tag-line, then you have found the pot of gold at the end of the rainbow. Every DUI attorney in (your area) is going to be "that DUI guy that so-and-so used", but you will be "THE" DUI guy. If you can get it out there the right way, there won't be any question as to who THE DUI guy is. Absolutely priceless.
I don't find the concept cheesy at all. I guess it will all depend on how you execute the marketing. If you come across as sharp, serious, aggressive and trustworthy, then no, not cheesy at all.
Do you have any ideas yet on what this marketing will look like? Will it be just online?
Anonymous (#2):
That's kind of what I'm going for.
Customs Compliance:
Thanks for the comment. Exactly.
Anonymous (#3):
I do have some ideas on what this marketing will look like. Once it's complete, I'll show it to you. I think it's sharp and conveys a sense of trust and reliability. We'll see what you all think...
Sorry for the ambiguity, BofA is Bank of America.
The more I think about the DUI Guy, the more I like it honestly. After all, it may be cheesy to the ears of other attorneys, but your customer is used to this kind of marketing and will probably not think much of it.
I think it is very smart in the fact you can make yourself seem like someone who specializes in DWI's. If I need a DWI lawyer, I want someone who specializes in DWI law. I am a prosecutor in Missouri, who only prosecutes DWI cases and I constantly deal with people who call themselves "dwi" attorneys who are awful DWI attorneys. However, there are some attorneys who focus most of their practice on DWI law that are fantastic at it. Those are the guys I would want. You better be damn sure that you ARE going to work your butt off and actually specialize in DWI law and know everything there is to know about the law, defenses, etc. Because the last thing you want is to be THE DWI guy who actually isn't a DWI guy, if you know what I mean.
Another thing I would do is make your website very informative about DWI law, client success stories, etc., to show your commitment to that part of the law, yoru knowledge of the law, and success you have had in representing DWI clients.
If you want any ideas, check out the website for st. louis DWI attorney Travis Noble (google him). His website makes you KNOW that you are getting a DWI guy.
Good luck!
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