Disability lawyers are not like other lawyers, therefore Social Security disability marketing of your firm is not like marketing any regular law firm. There are several key aspects that set SSD law firm marketing apart.
Compassion: Disability lawyers must have compassion for your clients, and your marketing must portray that. The process is long and arduous, and clients get frustrated. These are people with very serious medical problems who are unable to work. They’re frustrated and have all but given up hope. Many have likely lived without benefits for a while just because they don’t understand the process and how to file the paperwork. And if they have filed, nearly two-thirds of first claims are denied. The Social Security Administration (SSA) should provide a summary explanation of why the claim has been denied, but they often don’t, so claimants are left in the dark. By the time a client reaches your firm, they may be despondent—desperate to get benefits and landing in your office as a last resort. Your marketing needs to be compassionate and sympathize about the difficult nature of the process. Most of all, explain how you can help. You’re trying to reach a very specific target audience, so make sure your website and social media are attuned to that clientele. And don’t forget that current clients are the best predictor of future clients, so think about who you’re trying to attract and the best way to go about that. It is critical that you understand your clients, their age group, their jobs, and their demographics.
Expertise and Knowledge: The SSA disability claim process is cumbersome and complicated and claimants feel overwhelmed to say the least. Your marketing should reflect your experience and expertise in this niche of law. Don’t forget that so many people don’t even realize they qualify for SSD benefits, so convey your knowledge, educate them about the process, and help them file a claim.
Firm “Personality”: All businesses desire to develop a unique brand, but SSD lawyers have a special challenge. You don’t want to come across as the stereotypical cheesy lawyer. Instead, you want to communicate your expertise about the SSA disability claim process, and your track record of successful claims and successful appeals. Convey competence and compassion. Connect with potential clients on an emotional level. Relate to the frustration they’ve experienced with the claim process. Many lawyers feel a personal calling to represent disabled people and underserved populations. If you’re one of them, make sure your clients understand that about you. Get out into the community and find out who needs your help.