How to communicate to potential clients?
Here's something that frustrates me.
I'm writing this for this community so that we can have a discussion on two main points:
1) Our law practice is focused on business. We focus on trademark, copyright, advertising, promotion and general business agreements in order to help businesses. I have had the same conversation this week with 5 potential clients. Basically, those potential clients filed their trademark applications themselves, those applications are now facing a court proceeding to be cancelled, and the applications weren't filled out correctly. How is it that I can speak to someone with a problem in the right tone when the penalties for all these incorrect entries is - yes - the trademark is cancelled?
2) How can I reach through someone who is not an expert to show that, yes, I am an expert in this area?
Any thoughts would be appreciated.
Thank you.
-Anthony
Replies to This Discussion
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Permalink Reply by Scarlet Cerise on -
This is how I see it, though I am not in the same business field as you are:
The potential clients want trademarks. In order to get those trademarks, they must accurately fill out an application form. You want the clients to have trademarks. Therefore, you and the potential clients have a shared goal.
The following notes can help fix current issues and prevent future issues with incorrect filing.
Before the Application Process
On your website or blog or on a sign inside your brick-and-mortar shopfront, explain the step-by-step application process. For example, one of the steps following their app submission would be that the app is reviewed in some sort of legal proceeding. Emphasize the fact that incorrectly filed applications will be rejected but that your business will be available to clarify any questions.During the Application Process
Again, encourage potential clients to contact you with their questions. Also, if you know of any sections in the form that are often confusing or have the potential to be, mention and clarify them for the potential client. The client will really trust you if they see that you want to make the process as smooth as possible for them.After the Application is Completed
Go over the application and look for any errors. If there aren't any, contact the potential client and let them know that everything was filed correctly. If there are errors (and this is where you are now), you just need to tell them that you found a couple of problems in the application that need to get fixed in order for it to be approved. If they really want a trademark, etc., they should be more than willing to fix anything that needs to be fixed, especially if you are going to work with them to do so.Of course, the above depends on how involved you can be in the process. If clients retrieve the forms from your website and you have their e-mail address and/or phone number, then it should be okay. You can use a "just to let you know" tone so that it doesn't sounds like you are criticizing them or wasting their time. You want to help them. Remember that!
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Permalink Reply by Meredith Wood on -
In regards to #2 Anthony, I think a great way (although it does require a lot of effort), to show to potential clients who aren't experts in the area that you are, is to have some sort of content platform. You could have a blog or just links to some white papers. Write some articles that explain some basic know-hows a customer would need to better understand what you do, and forward, reference these throughout the consultation process!
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Permalink Reply by Kate Rose on -
I agree with Meredith that having a blog and posting regularly would let visitors to your site and potential clients see that you are an expert in your field. In fact, one of your blog topics could explain the application process for trademarks. At the end, without sounding too pitchy, you can tell readers to reach out to your office if they need assistance.
There are really plenty of topics to write about. Here's a few off the top of my head:
1. What the role of a lawyer is in the trademark application process.
2. What is the difference between a trademark and a copyright?
3. Types of general business agreements
4. Explain a specific business agreement and situations in which it might be useful
5. Explain why you became a lawyer
6. Explain some basic legal terminology in layman's terms
Good luck!
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Permalink Reply by Scarlet Cerise on
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Yes! Another reason a blog is a great idea from a marketing perspective is that it might set you apart from your competition. I could be wrong, but blogs aren't something that a lot of lawyers do. People like to know who they're getting involved in, and a blog can be more helpful to them than an "About Us" page because there is an interaction between the business and the prospects.
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Permalink Reply by Susan Payton on -
I agree; blogging is the way to show your expertise. When talking to a potential client, point them to the specific post where you address what relates to their situation. I'd also share it on social media so that maybe, just maybe, you can reach someone before they make the same mistake!
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Permalink Reply by Harry Vaishnav on -
Agree with previous comments from everyone about creating a web site and writing articles / blog that will present you as an authority.
For item 1 you have to show the risk / reward trade-offs and potential consequences that may arise from trying save few dollars. You have to show in a neutral tone so that it doesn't appear as self-serving. Having testimonials from outsiders would help too.
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Permalink Reply by Natalia Matulessy on -
My confusion is though, if we only own a website without a blog, this method is difficult to apply as regular posting is not available. So how to attract customer to visit our blog regularly if we don't have a blog?
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Permalink Reply by Scarlet Cerise on
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If you don't have a blog, a Frequently Asked Questions (or similar) page on your web site can still help to lead your customers/clients in the right direction.
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Permalink Reply by Susan Payton on
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Any reason you can't start a blog?
Natalia Matulessy said:My confusion is though, if we only own a website without a blog, this method is difficult to apply as regular posting is not available. So how to attract customer to visit our blog regularly if we don't have a blog?
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