Legal marketing is tricky: Clients want to know that you A) do what they need and B) have recent results to show for it.
At the same time, especially in emerging areas of law, lawyers can spend long periods of time doing the work and waiting for results. It may be years before you can point to a final outcome in a matter.
Here are three ways for savvy lawyers and marketers to tell stories that are still being written.
Uncouple experience from results. We all want to show that we solved the problem and won the day. But if you see market opportunity now, you can't wait for courts, agencies, or regulators to determine your timing.
Tell prospective clients what you are doing, even if it hasn't resolved yet. The point here isn't, in fact, the outcome--especially if the law is unsettled. It's that you know the issues and pitfalls and are leading on those. You may need to omit certain details to protect client confidentiality*, but that does not mean you can't claim your experience.
Share interim successes. Why wait for dispositive events to tell the market about your interim wins? Any time you move a matter forward in a significant way, remove an obstacle, or create a new opportunity, you may have a relevant selling point to share. This is especially true when you are involved in an issue that is having a moment.
Identify the real persuasion points. It's understandable that you want to name your client, especially when it's a big fish. Co-branding on household names is a well-worn marketing tactic, for good reason.
But put yourself in your audience's shoes. Your prospective client needs to hear that you know the issues and are writing the gameplan. While lawyers and marketers may be attracted to the marquee name, your audience probably cares more about your niche experience and analysis.
By letting go of a persuasion point that requires final resolution (because your client doesn't want to publicize an ongoing matter), you free yourself to focus on other points that influence client buying decisions now.
You can't always wait for results to sell your differentiating experience, lest you miss the moment. Use these tips to tell your best stories now and tap new market potential.
*Dammit, Rule 1.6!