The best solution for marketing your boring business
When I owned my marketing agency, I worked with a lot of businesses (accountants, lawyers, financial consultants, banks, etc.) that took great pride in the quality of their professional services. And they should. Unfortunately, they also often seemed to take great pride in the level of boredom generated by the description of their services. They shouldn’t.
No matter what you do for a living, there is a way to make it interesting. Just because you’re an account or a lawyer doesn’t mean your CPA or law firm marketing needs to be as dull as dirt.
The best solution for overcoming the challenge of marketing a boring business is to tell a story. Stories are about people and people are interesting. You can easily develop these stories by interviewing clients and developing case studies. You can add these case studies to your law firm’s website, use them during sales presentations, promote them on social media, and incorporate them into conversations. Longer case studies can be made into PDFs that require registration to be read and starting an inbound marketing funnel. Case studies are also a great thing for a CPA or legal marketing professional to use for a text-based or interview-style video, or a power point presentation. There are so many possibilities! The key is to find ways to make your case studies interesting. Try adding small facts about your client’s business that may not be relevant to your case study but bring the situation to life. Can you use humor? Or an interesting photo? Or provide a statistic that shows the volume of work (1 million pages of documents generated, etc.) There are many ways to help potential clients relate to your story.
Client stories can also be very effective for cross-selling. If your small CPA or law firm has more than a couple professionals, it’s entirely possible for clients to be unaware of the services your firm provides beyond the one they currently use.
If a client or prospect is interested in your story, they will ask questions. and believe it or not, your answers will be interesting to them. So take pride in what you do. Realize that it may not really be boring after all. Don’t apologize for yourself. Your business may be boring, but your marketing efforts don’t have to be.