Are You Falling for Deceptive Marketing?

December 17, 2019
Spotlight Branding

*This article originally appeared in the November 2019 edition of our print newsletter.

It’s time to talk about that darling of marketing pitches and boardroom presentations: the proposal. You know the one. It’s five pages long, filled with graphs, pictures, drawn-out examples, and topped off by a flashy executive summary. All too often, we watch incompetent marketing companies use pretty proposals to get law firms to invest in their services. The sad truth is, those dazzling five-pagers are just a way of putting lipstick on a pig. 

Here at Spotlight Branding, we’re tired of potential clients asking us for proposals. We understand why they ask, but with us it’s not necessary because there’s no pig to dress up. We don’t need to send over a few pages of fluff to convince you to hire us because you’ll see the proof of our dedication in our consultation. In our view, proposals are unnecessary for two big reasons: 

1. NO TWO CLIENTS ARE THE SAME 

Imagine if, during a consultation, a potential client asked you for a proposal. Would you have a flyer or brochure at the ready to explain how you’d solve their legal problems? Odds are you wouldn’t because no two cases are the same. What you really need to know is where your client is now, what they’re struggling with, and where they hope to be. Then, you can verbally communicate how you can help. It’s the same in marketing — an effective strategy is one tailored to each client. 

2. SUBSTANCE IS WHAT MATTERS 

If you sign up with a marketing company based on a glossy price sheet and list of services, don’t be surprised if you don’t see results six months later. A sexy proposal and a sleek website are no substitutes for a well-thought-out campaign. If you don’t understand your marketing company’s strategy and why it’s good for you, then you’re making your decisions based on the wrong information. 

Just because our industry has created certain expectations doesn’t mean we have to stick to them — or that you have to fall for them. Next time a proposal lands on your desk, cross that company off of your list and call Spotlight Branding. We’d be happy to sit down and discuss what really matters.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!