In today’s episode, I’ve been thinking about the fundamental marketing principle of positioning.
One of the biggest challenges with making these videos is knowing what existing knowledge you, my audience, bring to the table.
I don’t want to bore you or waste your time talking about the things you already know, but I’m also keen that the ideas I share are understood by everyone regardless of your current level of experience.
I think the best way to deal with this challenge is to spend a couple of weeks on marketing fundamentals – the two or three big ideas that underpin all of my thinking about how to market a law firm successfully online.
The topics for the next 30 or so videos are going to be drawn from one of three buckets – positioning (the act of staking a claim on a particular piece of the total market), brand (the way you bring your positioning to life through your actions), and communications (the content and channels you use to prove that the things you claim about yourself are, in fact, true).
In today’s episode we’re going to kick things off by introducing the concept of positioning.
There is not a single business on earth that can afford to appeal to everyone.
Efforts to please one group of people will often have the opposite effect on another.
Even a product as ubiquitous as water can be sold differently to different groups of people.
Human beings are so diverse in their wants and desires that it is impossible to craft a single product or service that meets the needs of everybody at once.
One solution is to build a campaign that is so bland and inoffensive that nobody could be put off by it.
But the result would also be so bland that nobody would be attracted to it either.
A better solution might be to segment the market in to two or more groups and design a different campaigns for each group.
That works well for consumer packaged goods,but would be more difficult for a law firm who’s product is human labor that can’t simply be slapped with a different label.
The best solution is to make a deliberate and strategic decision to focus on a single type of customer to the exclusion of all others.
This process of choosing and developing a client focus is what we call positioning.
Positioning a legal service business means making a firm decision about: – What types of clients you’ll work with- What areas of law you’ll practice – Which jurisdictions you’ll cover- What systems and process you’ll use – What the client experience will be like Different firms will put more or less importance on each of those factors and we’re going to talk more about each of them in future videos but for now, you just need to know that positioning involves big, important, strategic decisions that have to be made at board level.
It is very difficult for a marketer to arrive at a position and try to wish it in to existence without support from the highest level of the organisation.
What you’re aiming for is a position small enough that a firm of your size has sufficient resources to defend the position from competition while being sufficiently big that there is enough potential business to meet the firm‘s financial goals.
If today’s episode was the “what” of positioning,then the next one will outline the “why”.
Thank you for watching and I look forward to seeing you in the next one.