HOW IS YOUR NICHE UNIQUE?
(THE STORY OF "WINERY MARKETING GUY")
Not many understand your profession. Even fewer know your practice area.
One of my law firm friends wanting an in-house marketing director, hired a fresh new MBA from a top school. This smart young guy had one prior job marketing a major winery.
This guy spoke the right language and looked the part. My pals paid this new hire top dollar, gave him a beautiful office and everyone at the firm loved his sparkling personality (and fashion sense).
They partied together (drinking great wine), and took "winery marketing guy" to fun conferences in exotic locations. It seemed like a perfect fit until 6 months down the road, a new website, videos and expensive pay per click campaigns running ... he didn't get them any new clients.
But why doesn't "winery marketing guy"... (with his fresh MBA), know how to get a boatload of new law firm clients? He doesn't know your Niche. Not many do!
So let's look closer:
Does "winery marketing guy" know these things in Your Niche ...
- The frame of mind of your potential client
- Your unique practice area
- What about Bar Rules for Marketing & Advertising in your State
So much can go off the rails if you're not aware of the pitfalls. And those bullets are just the start.