Episode 291 – Honing in on Humanization—Secrets of Attorney Marketing Podcast with Richard Jacobs

Episode 291 – Honing in on Humanization—Secrets of Attorney Marketing Podcast with Richard Jacobs

It’s no secret: it’s not hard to find an attorney these days. In fact, a quick Google search for “divorce attorney” or “DUI lawyer” will yield hundreds of results, and many of the corresponding websites will say relatively the same thing. As a potential client of yours, where is my incentive to choose you over the others?

On today’s episode, Richard Jacobs, the president and founder of Speakeasy Authority Marketing, addresses this question and gives valuable tips for standing out among the rest, bringing in more clients, and ultimately making more money. His solution is really quite simple: be yourself—even if that means making a personal admission or two.

“People want to do business with people they like, know, and trust,” says Jacobs. While it might not be all that hard to demonstrate trustworthiness, it’s a different story trying to get people to know and like you. It can’t be accomplished by discussing the minutiae of the law or claiming to provide the most aggressive representation in the area. Getting potential clients to know and like you—and therefore choose you—requires some level of humanization and vulnerability.

For example, a family law attorney might share a personal experience with divorce, a bankruptcy attorney might share a personal history of having gone bankrupt, or a DUI lawyer might admit that at one time, they too were charged with DUI. It could also be as simple as sharing a few details about your home life and family, or the challenges you’ve encountered throughout your life. Alternatively, drawing from experiences you’ve shared with past clients can be an effective way of showing empathy and humanizing your image.

By incorporating this type of material into all aspects of your firm and marketing strategy, including your website content, intake process, and consultations, there’s no doubt you’ll be setting yourself apart from the rest.

For help bringing this out in your content, call (888) 225-8594 or visit speakeasymarketinginc.com.

Richard Jacobs

About Richard Jacobs

My name is Richard Jacobs, and I've discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 12 years.

I've come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the 'implied expert' in their practice area
  • Helped hundreds of attorneys successfully navigate Google's search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and Audible.com

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)