Build a Law Firm Cult, Create a Horde of Loyal Followers, and See Them Worship at Your Altar...

My fellow Legalteers, this is issue 1 of the 'Law Firm Cult Builder' – You are about to join my inner circle of 'Lawminati'.

Actus non facit reum nisi mens sit rea: Use everything you read over the coming months with care, for the better of your law firm 'cult' members, and in good faith.

Here we go...

What's a cult?

The word 'Cult' can stand for all things sinister – death, suicide, mind control, segregation, exploitation, etc...

However...

If you break it down, it just means 'culture'. A culture is about bringing together a group of like-minded people with similar beliefs.

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The Four Horsemen of the 'Cult-pocalypse'

Let's look at the four kinds of cults:

1. The super-weird: We're talking about the Branch Davidians (Think David Koresh and Waco, Texas), The Order of the Solar Temple (A fascinating cult to research), and Heaven's Gate (You may remember the mass suicide in 1997 as they attempted to 'graduate'.)

2. The slightly bizarre: Jehovah's Witnesses, Scientologists, and some would say the Catholic Church. (We have an ordained priest in my family - Yes, really. I’ve never met his children...)

3. People with unusual beliefs: The Flat Earth Community, Spiritualism, and The Aetherius Society (A UFO type 'religion'.)

4. The world-building hidden 'cult': These 'cults' build nice communities without the negatives of the other cults. Worlds such as Apple, Disney, and Coronation Street. (If you're a little confused – keep reading.)

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The world-building hidden 'cult'

It's not a cult in the strictest sense. It's about creating a 'world' that your clients embrace. It's for good only and there to improve the lives of the 'cult' members.

Everything about Apple and its products is part of a 'cult'. People buy into their products. I'm a ‘cult’ member who loves Apple products. They have created a world that engenders brand loyalty.

Disney has done precisely the same. (Perhaps more so in the past compared to now.)

And Coronation Street. You might say, "How is Coronation Street a cult?"

Well, it's cult viewing by millions of loyal 'cult' viewers. Think about this: Many people often watch either Coronation Street or Eastenders. They are loyal to one or the other. Both soaps have created a make-believe world that people buy into. The format of each show generally stays the same. There is a friendly familiarity that people like. The viewer feels almost part of those worlds and knows the characters. And as long as they don't make big changes to the shows, the 'cult' viewers remain loyal.

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So, why should you build your world-building law firm cult?

• Build up your following of loyal clients who 'worship' you at the altar of your law firm.
• To crush your competitors, see them driven before you, and hear the lamentations of their law firm partners." (Quote partially lifted from Conan the Barbarian.)
• Giving you the power to professionally separate your law firm brand as something different and build up your loyal following of law firm ‘cult’ members.
• Building your business as big as YOU want – and bulldozing the naysayers into oblivion.
• Becoming the respected powerhouse in your legal niche, so they kneel at the feet of their ‘Supreme leader”.
• Grow your firm and build your bank balance while spending less on marketing.
• Building your email list of loyal subscribers who will eagerly read your 'cult' building emails and take advantage of the offers you make to your members.
• Having an army of 'cult' members who spread the good word about your service and generate a conveyor belt of word-of-mouth referrals.
• Create an online presence where 'cult' members can enter your 'church' and talk with other members, creating a bond with you and the other members as everyone helps each other in the community (AKA – a Facebook page with a twist.)
• Making your law firm 'cult' members feel contented, valued, and special – in return, you and your law firm will prosper, allowing you to reach the ‘promised land’.

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The starting point of building your law firm cult...

Creating your message that separates you from the pack of lookalike law firms. This is your brand identity. In my opinion, almost no law firms have a brand identity. Brand identity is not jazzy stationery and some wishy-washy mission statement BS.

So...

What does your law firm 'cult' stand for? Think about the need or fear your law firm 'cult' must address. You want to be able to provoke a response straight away. The immediate response must be they agree or disagree with your message. AKA – 'The Marmite Response'. Middle of the road statements won’t help generate a steady stream of new law firm ‘cult’ members.

You and your law firm must be the 'cult' member's saviour. The idea is to build up your membership with loyal followers who love the message you are sending them.

Your aim is to become 'The Market' in your legal niche by standing up and nailing your colours to the mast by being different. (Remember, the legal services market is overrun by copycat lawyers and law firms who mirror each other, making it difficult for the consumer to make a choice. And for the consumer, if all the law firms are the same, they may as well go for the cheapest option.)

By saying what your law firm 'cult' stands for, you are targeting a specific branch of people in your prospective market. Note: if you're aiming to please and target the whole of your target market, you'll capture far less!

You want to be attracting 'cult' members with your message, deepening your business relationship with them and sending them out like 'Jehovah's Witnesses' to spread your 'gospel' and promote your good work (In a nutshell – recommendations and referrals.)

And your message isn't about what you think you should stand for – It's about what your law firm 'cult' members want from you and your law firm! A shared purpose - It's about positioning yourself in your legal niche as the law firm 'cult' leader who is their trusted legal problem-solver.

One way of approaching this is to look at the widely held negative opinions about solicitors and law firms. Then, offer the polar opposite. (This will be covered in more detail in future issues of the newsletter.)

How do we go about doing all of this?

Build your law firm 'cult' through sociological and psychological marketing, providing your 'cult' members with a vision they can clearly see in their mind's eye - a strong philosophy, and breaking them away from the usual perceived thinking about lawyers and law firms.

Next week, we’ll go deeper into 'world-building law firm cult leader’ mindset...

That's all for today...

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