In this blog, we discuss the three keys to effectively market your firm to women.

The traditional approach to marketing in personal injury law has long been skewed toward a male clientele. However, Susan Knape, founder and president of A Case for Women, and an expert in legal marketing, highlights the necessity for a shift.  She identifies three strategies trial lawyers should consider  to reevaluate their marketing and effectively connect with and engage women, who often play a decisive role in legal decisions.

Watch the video above for a comprehensive look at Susan’s insights into how trial lawyers can effectively market their firm to women.

Refine Your Advertising and Marketing Messaging

First and foremost, personal injury law firms must reassess the messaging used in their current marketing materials. Susan points out a common oversight: “I see a lot of messaging out there right now that is quite offensive due to the types of images that are being used, for example, for sexual assault cases. And that can really be a turnoff to women.” Susan emphasizes the need for sensitivity and respect in advertising messaging, which can significantly impact a firm’s ability to attract women clients.

Cultivate Personalized Communication

When it comes to communications, approach and tone can make all the difference. According to Susan, “Women need a different kind of communication style than men after they become a client or when they’re in the process of choosing a law firm.” This communications approach includes building real relationships and engaging in more personal conversations, which can foster trust and lead to long-lasting client relationships. Susan says this will ensure women feel understood and valued – something that will transform their engagement with your firm. “We have to work with [banks] really on a day-to-day basis to make sure that our bills get paid, make sure that our finances are in order, and make sure that our banking needs for our clients and for our law firm are taken care of,” stresses Jay.

Focus on Client Needs Over Firm Achievements

The final key is to shift the focus of the firm’s marketing efforts to the client’s needs rather than the firm’s achievements. Susan advises, “The key to successful marketing of any brand is really making it about what your clients or potential clients need and want to hear versus making it about yourself.” This client-centered approach to marketing will resonate more deeply with women, who may prioritize different aspects of a legal service than men.

Implementing Effective Strategies

In addition to the three key considerations noted above, your personal injury law firm can also improve its engagement with women clients and prospects by following these effective strategies:

• Review and Update Marketing Content: Ensure that all marketing materials are respectful and tailored to resonate with women.
• Deepen Engagement Practices: Encourage your team to develop meaningful interactions with clients, emphasizing empathy and understanding.
• Align Marketing with Client Interests: Regularly evaluate whether your marketing content is client-focused and addresses the real concerns and needs of women.

Learn More

For more in-depth insights and practical tips on how to tailor your firm’s marketing strategies to better meet the needs of women, watch the video above featuring Susan Knape of A Case for Women.

You can also watch her video “Why Plaintiffs Law Firms Need to Market to Women” for more insights about the role of women in families for legal decision-making.