I didn't tell them that they should remember me for being a mediator.
I didn't tell them that they should remember me because I'm a family law lawyer or a divorce lawyer.
That doesn't matter to referral sources or clients in today's world because it's not memorable, and it's not unique or interesting. There are a lot of mediators and divorce lawyers, and many of them are great, and many of them have more experience than I do.
Instead I said:
Call me when when your friend changes their Facebook status to "It's Complicated"
The message contained in this request is not that I am a lawyer or a mediator, so you should hire me. The message is that I help people when things get complicated. The message is about the potential client, not about me, or my skills. It's about what they are going through.
(also the reference to facebook is little bit of subliminal marketing... maybe you'll remember me the next time you login to facebook... that's not a bad association given how popular facebook is)
Our office is currently at Clio Cloud Conference in New Orleans and this is one of the consistent themes of this conference. Marketing in the new economy is not about you, it's about your potential client. Meet your clients where they are (and they're definitely on facebook and twitter and snapchat, etc.) Make a connection with referral sources and clients if you want them to remember you, like you, trust you, and want to hire you.
So think about what is your culture, what is your purpose, and how do you communicate that to clients and referral sources.
Our culture is ☮.
Our purpose is to help clients resolve family conflict peacefully.
We communicate that hopefully with everything we do, say and share.
Please share in the comments your culture, your purpose, and your ideas for building a community with your clients!