In July of 2000, Seth Godin wrote an article in “Fast Company” titled: “Unleash Your Ideavirus.” In the article Godin says:
Ideas are driving the economy, ideas are making people rich, and most importantly, ideas are changing the world.”
He suggests that to win we need to unleash an ideavirus, which I interpret as a high-powered word of mouth marketing.
Later, he published a book, and then a book with audio and video.
I doubt any of you quarrel with the importance of ideas in 2018, and I doubt any of you question the value of having clients and referral sources telling others that you are a great lawyer. But, many of you likely wonder how you can create great ideas and a high-powered ideavirus, word of mouth campaign.
Seth Godin gives some suggested techniques that you can use to identify, launch, and profit from ideas that can be turned into viruses. First, he suggests that you concentrate the message.
You can only win when you dominate and amaze the group you have targeted.”
That means as lawyers you cannot create an ideavirus by marketing to everyone. Depending on your field, you will want to narrow your market either geographically or by industry.
The more narrow your market, the more likely you can develop an idea that will resonate with that market and the more likely the idea will spread.
How do you figure out the right idea?
Quit thinking about selling yourself or your firm or what you do as a lawyer. Instead, focus on understanding what your clients are thinking and what will potentially impact their business.
- Think of your most important client.
- Then think about what is impacting that client. What does that client need to achieve its goals? What are the obstacles that client is trying to overcome?
- How can you help?
Someone has to be the “go to” lawyer in your field. If you are willing to work hard to become a valuable resource for your clients, potential clients and referral sources, it might as well be you.
Keep in mind. Seth Godin wrote this 18 years ago. It would be an understatement to say the landscape has changed since then.