Every business requires some way to attract new clients. Until you reach the status of a “Johnny Cochran”, you have to find a way to get your name out there.
Marketing your law firm can be an extremely overwhelming process when going at it on your own. Many believe that to successfully market your firm, you will need your ad on a billboard, or even a park bench like in the big cities.
This is a misleading tactic (yet smart advertising for those who own the billboards and park benches) making attorneys believe that this is the road to take. We believe otherwise. Read on to find out more.
13 Marketing Tips:
- Teach free classes to the public. Contact community centers, chambers of commerce, and organizations related to your field, as they often have educational programs in place, and will provide the location and advertising for classes. For instance, if you practice homeowners association law, contact community management companies or their professional associations, and teach classes on new laws affecting homeowners associations, establishing you as an authority in the field. Collect email addresses to send attendees your monthly newsletter.
- Offer lunch-time presentations at organizations of your potential clients. For example, offer commercial property managers a course in how to write an effective demand letter. If after putting your advice into practice, some of their letters still go unheeded, they have your name to call to pursue the matter. Again, collect email addresses so you can send them your newsletter.
- Write informative articles for local publications, in plain English. This is great free advertising because it establishes you as an expert in your field. Even better, try to wrangle your own column giving legal advice. Submit articles to national publications too, as competition for space in local papers can sometimes be intense.
- Find trade publications or newsletters in your area and your target market, and ask if you can submit articles. For instance, if you are an immigration lawyer in a city with a large immigrant population, try to get published in their local organizations’ newsletters or papers.
- Write a monthly newsletter to email to those who have expressed an interest in receiving it. Make it short, informative and helpful, showing your authority and expertise in the field. Don’t be afraid to use graphics. White space is good. A great newsletter is interesting, easy to read, nice to look at, and helpful. Always include a way to opt-out of the newsletter on your email.
- Consider radio advertising, with backup literature to mail, or a website or Facebook page to direct them to for more information. This is sometimes the biggest bang for your buck.
- Have a professional website with a professional photograph of your smiling face. Save the stern looks for your opposing counsel. Make sure your site is optimized by a professional such as an online marketing agency so that it loads fast, the navigation is clear and user-friendly. Pages should not be crammed with text. Now that you’ve lured a potential client, don’t lose them because of a poorly designed website or an unfriendly demeanor.
- Bullet-point the advantages of your firm, then flesh out the details completely. You want to answer all potential questions, inform the prospect of your superior advantages, and explain why retaining your firm would benefit them over any other.
- Price your fees to attract better clients. Your fee is part of the first impression. Low fees send a message that the quality of your work doesn’t justify a higher fee, and they attract clients who sometimes have trouble paying your fees altogether.
- Don’t waste money on display ads in large papers as they are generally skimmed over by readers. Instead, place them in small local papers.
- Leverage your charitable giving and exposure. If you can make a charitable donation and get local t.v. time or media exposure out of it, go for it. You’ll look good, and get a big boost as it’s always better to have someone else blowing your horn for you. Or volunteer. Check out working the phone banks for the local public television station. They give free plugs to volunteers.
- Make time for marketing, as clients pay your salary. Consider outsourcing jobs that do not require legal analysis, such as drafting documents, research and documentation, etc. You’ll still be reviewing all outsourced work, can bill for that time, and the paralegal’s time as well. It’s a win-win-win situation.
- Finally, don’t forget to hand out business cards every chance you get. You never know who needs an attorney or knows someone else that does. Include your contact information as well as your website address. Planning out your marketing strategies allows for better use of your time.