Spotlight Branding CEO Marc Cerniglia recently had an opportunity for a quick chat with marketing guru Gary Vaynerchuk. The following is a highlight from their chat in which they discuss the need to go viral, the importance of content volume, and why firms should be raising their rates.
Marc:
You talk a lot about the importance of the amount of content you create. And I couldn’t agree more. But I’m curious to know, especially for a law firm that doesn’t necessarily expect to go viral or build a massive following, how important is content volume ?
Gary:
Nobody’s goal is to go viral. Everyone’s goal is to go viral so the thing you actually want to happen happens. Law firms want more clients, right? To your point, you’re more likely if you’re a wildly attractive, or ridiculously funny human to go viral than a law firm. But you don’t need to go viral for a law firm.
Lawyers go to networking events, go to four hour dinners, play five hours of golf with the hope to get a client. You know, if golf didn’t take five hours, they would probably play more golf. So to me content that leads to opportunity is something that you should do as much as you humanly can.
Marc:
I feel like, a lot of times, the conversations we’ll have are like, “well, we have packages where we post 20 times a month, 30 times a month, 40 times a month,” and they’re like, “I’m good at 10.”
Gary:
It’s all cost for me. If the cost of 800 posts is something I can afford and is a better deal than 400 posts, then that’s the way to go about doing it to your point. People are naive also. They think if they post 50 times, they’ll be annoying. They don’t realize almost no one sees it.
Marc:
That’s the biggest thing I thought. Because even if it’s mostly your network that follows you on social media, they still don’t see everything you post.
Gary:
Well, even more of social media is now becoming about seeing things you’re interested in, or serendipity, versus the people you follow.
Marc:
Agreed. We talk to our clients a lot about raising their rates. What are your thoughts about the importance or how to go about raising your prices?
Gary:
The fear of raising your rates is mind-boggling to me because the worst thing that can happen is they can say “no.” And you can say, “Oh, wait a minute, I changed my mind. It’s less.”
This fear of going lower than the number that you quoted is crippling people from growth.
Marc:
I agree. And the thing that we try to communicate is that your content marketing is also going to build your brand, build your credibility, so you can command higher rates but you’re not going to realize that ROI from your marketing if you don’t try to raise your rates. No one’s just going to offer you more money.
Gary:
It’s absurd. My favorite strategy for somebody that sells service is to raise their rates. I went from $5,000 to $250,000 and speaking fees for the same speech by raising my rates.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Building the Perfect Landing Page For Your Law Firm - March 17, 2025
- Keeping Up With SGE – Google’s SEO AI Tool - March 14, 2025
- The Relationship Between Content & Paid Advertising - March 13, 2025
