You want your law firm’s marketing communications to be powerful, catchy, evergreen… how about empathetic? That may not be high up on your list, but empathy can actually be incredibly effective when implemented correctly within your legal marketing strategy and client service processes.

Learn more below about the power of empathy in legal marketing, and uncover 4 ways to make your legal marketing more relatable and successful.

Empathetic Legal Marketing Taps into Core Emotional Needs

Flashy advertisements or catchy jingles may bring in some clients, but they are more of a ‘flash in the pan’ strategy than a steadily hot legal marketing plan. On the other hand, employing empathy in your marketing communications can:

  • Lure in clients by making them think “Wow, Law Firm XYZ really understands me!”
  • Demonstrate your law firm’s core values and mission
  • Promote your services in a non-salesy way
  • Help written and video content go viral
  • Grow an online audience

That may sound surprising but it actually makes a lot of sense. After all, we know that even in situations that call for rational decision making, such as seeking medical or legal help, people make decisions based on emotions and use logic to justify their actions afterward. That’s why commercials like Thai Life’s “Unsung Hero” commercial is so powerful—it tugs at your heartstrings and makes you think of Thai Life as a company that truly cares about people, not a life insurance company that wants to sell you a plan.

Employing empathetic marketing tactics for your law firm shows that you understand your prospects and clients. It can satisfy their core emotional needs and ensure that they feel personally connected to your brand—a strong bond that can make them truly loyal brand ambassadors and sources of business for years.

4 Ways to Make Your Legal Marketing More Empathetic

  1. Focus on them

All too often law firms center their legal marketing around selling their services. “How can we highlight our attorneys’ expertise?” “What should we say about our firm in our email newsletter?”

It’s fine to talk about your firm and of course, you want to showcase your services so potential clients know what types of legal issues you can help with, but too much of that type of ‘us-centric’ thinking moves the spotlight away from who you should really be focusing on: them.

For instance, rather than featuring copy on your bankruptcy law firm’s website that highlights how many attorneys you have on staff and how long you’ve been in business, explain that you understand the reader’s problems and want to help solve them. For example, “Are creditors threatening you? Is it impossible to pay your bills? Are debts keeping you up at night? We can help you get your life back.”

If readers think “Yes, that’s me! They understand!” then you’re on the right track.

  1. Gather a small focus group

Not sure where to start? Organize a small focus group of clients to gather feedback. Ask questions like:

  • When you were researching law firms to consult, what were you feeling and thinking?
  • What were your worries and fears?
  • What was your first impression of our law firm? Why?
  • What made you choose our law firm?
  • Has your life changed since using our services? Please explain.

Even simple queries like the ones above can help you better understand your audience, internalize their fears, worries, needs, and wants, and adapt your legal marketing accordingly.

Download our free guide and learn about the importance of key performance indicators (KPIs)

  1. Create a client journey map

A client journey map is a snapshot of your feelings, motivations, and goals throughout their entire journey with your firm, from the very first touchpoint to the close of their case and beyond.

It can help you understand your clients inside and out, recognize pain points and opportunities to wow clients, and brainstorm ways to increase conversion rates throughout various stages of the sales cycle. Read this article to learn how to create a client journey map today.

  1. Use empathetic language

When you’re responding to angry Yelp reviews, Facebook comments, or emails, a little empathetic language goes a long way. Phrases like “I understand how frustrating that is” acknowledge that person’s feelings and work toward finding a solution rather than turning the conversation into a volley of accusatory and defensive comments.

Find out what you’re doing wrong and how your firm can receive new, positive online reviews.

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