I am not a marketing expert, but I am a consumer. I know what works for me, and I know what will make me buy a product, especially a legal tech product. If it takes more than 10 minutes to show what your product can do through a demo, or more than 2 minutes for me to scan your site to understand what features and products you offer, you will not win me over.
I am writing this out of sheer frustration from looking for IP management software. I have gone through 1 demo, 4 requests for demos, and about 10 sites for IP management software companies, and I’ve yet to find a single product that will fit my needs.
Here are the mistakes the companies made:
- Being too aggressive in their sales pitch – Even if your product is amazing, pushing me to spend $18,000 on your product by Friday on a Tuesday will make me never want to talk to you again. Unless you’re a billion dollar company, $18,000 is not a small chunk of change especially for the legal department. Do not push lawyers to use your product when you haven’t even sold them on it.
- Using a PDF document to show the features of your product – I will not call out the publicly traded company that is one of the biggest resource providers for lawyers for their lack of common sense in marketing their IP software. Listing 5 pdf documents describing the 5 products you’re offering (which is too many to begin with.. see item 5 below) is ridiculous. As lawyers, we are fully capable of reading long, legalease documents. However, we reserve this skill and pleasure for our day job. If we are looking for a software solution that will make us more efficient, having us go through 5 long-winded PDF documents about your products, history and features is a way to lose our business. If it’s not simple to explain, I don’t want to know how hard it’ll be to implement and use.
- Not having a demo – Even a snapshot of what your software looks like is better than nothing. Please do not try to disguise your product with fancy wording and images. I don’t care about them. Just show me what I’m signing up for.
- Too wordy of a web site – I read and write contracts for a living. Your web site should not look like one of my contracts. I should not see paragraphs on your site. Bullet points are enough. If you can’t explain it to me in one or two sentences, you don’t understand it yourself.
- Too many options and price points – The phrase “Keep it simple stupid” cannot be emphasized enough. Having 10 products to meet 1 need is just stupid. Don’t make me go through 10 descriptions of features and benefits, when all I need is one. Lack of focus, and giving me too many options is telling me you have not idea what you’re doing, and you’re incapable of combining the features into one usable and beneficial product. Also, 10 tiers of pricing is 7 too many. GIve me the basic, premium and enterprise versions, and I may give you a shot.
Here are a few examples of legal tech companies doing it right:
Demo is on the front page
Clear and limited pricing tiers
Single product with great features
Product description is short and sweet and to the point.
No aggressive sales pitches