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How to Market Your Law Firm, Fast!

I just wrote this, on Quora to the question “How am I meant to know how to market my law firm?”.

Marketing ANYTHING is complex. This certainly includes your law firm. I’ve gone to some pains to explain this on my law firm marketing youtube channel, but here is the simple 10,000 foot view:

  1. Modify your website so it strongly promotes a maximum of three of your specialties. If you have the courage to limit it to one, that’s even better.
  2. On your specialty pages address following questions in your copy:
    1. Demonstrate that you intimately understand the problem your future client is experiencing (as they are aware of it).
    2. Point out the cost of not taking action now (money, energy, peace of mind, family consequences, reputation…)
    3. Talk about how your approach is unique. They may include your qualifications, but be warned, your professional qualifications are assumed. Like saying “trust me” it doesn’t actually contribute to your pitch. You want to talk about how you’re approach is different. Maybe you use AFAs to deliver a clear value proposition. (Look up Alternate Fee Arrangements, they’re a great way to differentiate your practice).
    4. Put up some examples of client stories and what their lives looked like before and after using your services.
  3. Come up with a traffic strategy you can afford and target only the people who you are most likely having the “bleeding neck” problem your unique approach is most qualified to fix.

There’s more to the tuning, style, and strengthening and stabilizing your marketing system but that’s the meat and potatoes.

If you have questions, you can text me at 613–379–3051

“The Bride”.  A an example of an experimental, or concept album project from 2022.  Painted in acrylic. (Private collection)

Building Confidence Through Language: A Guide for the Collector

One of the biggest barriers for aspiring art collectors is not a lack of taste, but a lack of confident language. People know what they are drawn to, but they often struggle to articulate the ‘why’ behind their emotional connection. Providing them with a basic vocabulary can be transformative.

By explaining core artistic concepts, we can bridge this gap. An artist’s newsletter or a gallery brochure could break down:

  • The Architecture of Composition: How lines and shapes lead the eye and create a focal point.
  • The Emotional Weight of a Color Palette: Why a limited, muted palette feels different from a vibrant, high-contrast one.
  • The Role of Value in Creating Depth: How the interplay of light and shadow builds a believable world.

It’s like being given a phrasebook in a foreign country; suddenly, you can navigate and connect with more assurance. Consider Edward Hopper, whose stylized realism simplifies scenes to their emotional core. Understanding this allows a collector to explain why the work feels so dreamlike and memorable. This knowledge doesn’t replace the emotional response; it validates it.

The Dialogue Between Feeling and Form

Great art speaks to us on two levels: the immediate, gut-level emotional reaction and the deeper intellectual appreciation. You might feel the perpetual warmth and light in a Monet, which immerses the viewer in the sensory experience of a moment. Conversely, you might sense the rugged, stoic soul of the landscape in a piece by Canada’s Group of Seven, which evokes a feeling of profound solitude.

These feelings are universal, but the ability to discuss why we feel them builds a stronger connection. From a marketing perspective, this education slots perfectly into the buyer’s journey. During the “comparison” phase, an artist who also educates their audience is building a relationship of trust and authority, making the final “decision” more likely.

Conclusion: A Bridge of Shared Understanding

Art, in its purest form, is an act of communication. Whether through the calculated narrative of a storyteller or the freeform expression of a poet, the artist extends an invitation to the viewer. By providing the language to understand this invitation, we empower collectors to move beyond simple preference and into the realm of true appreciation. It transforms a simple transaction into a meaningful connection, where the viewer doesn’t just own a piece of art—they become part of its ongoing story.

About the Author

Jaeson Tanner is a Marketing Thinker at Zero Noise Marketing and a narrative artist once in a blue moon. You can see his work on Instagram at @jaeson_tanner.

How to Market Your Law Firm Fast