Marketing conventional wisdom: Find the buyers in your market with an immediate need and get them into a “funnel” by using scarcity and urgency tactics. While that approach may work for selling paper towels, it’s no way to sell sophisticated professional services. In this episode, Jay and Tom describe an alternative, known as the 95:5 Rule of marketing. It’s all about building trust with an audience when they don’t have an immediate need for your services, so that when they do they naturally think of you. In short, it’s farming not hunting. Listen in to learn more about the 95:5 Rule and hear Jay and Tom describe how to use it to improve your marketing.

Reading & Resources

• The 95:5 Rule Article: https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/

• Jay’s case law Breakdown LinkedIn post: https://www.linkedin.com/posts/jayharrington_lets-face-it-many-legal-blog-posts-are-activity-6909089078672039936-PLlL

• Connect with Jay on LinkedIn

• Connect with Tom on LinkedIn

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Hosts of The Thought Leadership Project

Jay Harrington is a lawyer, author, executive coach, and marketing consultant for law firms and lawyers. Tom Nixon has more than 25 years of experience helping experts become thought leaders. Both are prolific content creators whose work has been featured in leading publications in the legal industry.

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