Think About Lawyer Marketing in an Entirely Different Way May 19, 2010

Attorneys who are looking for marketing advice often contact me looking for a magic bullet to solve their marketing problems. They will visit me at my office and I will show them all of the things I do to get clients.  I walk them through the steps of my marketing system and show them all of the books and materials that are sent out.  These lawyers sometimes leave our meeting feeling disappointed, because they were looking for an easy marketing fix. They are also surprised that I don’t meet with every potential client who contacts my office.

There are no simple solutions to complex problems and this applies to lawyer marketing as well.  As a lawyer, you need to start thinking about marketing in an entirely different way.  You have to get rid of the mentality that you need to meet with everyone who calls you or walks through your door.  It’s okay to use complex marketing to reject potential clients.  My experience, which is the same as hundreds of lawyers across the country, is that you will still have new cases, even if you weed out some of the ones you don’t want.

Here’s how to use complex marketing to attract the types of cases and clients that you want to represent:

(1) Start with a different message. Don’t say the same thing as everyone else in your attorney ads.

(2) Become an author. A book is the greatest business card ever created.

(3) Create an audio CD and/or a DVD of information about your practice niche. Answer questions that you know are running through your prospects’ head.

(4) Teach the prospect how to shop for a lawyer. Provide them with the right questions to ask (that lead them right back to you).

(5) Prepare a brag book. Compile your verdicts and settlements, testimonials, newspaper articles about you or anything else you have that would be impressive.

(6) Write as many special reports or booklets as you can. It shouldn’t be difficult, because you already know the topics.

(7) Design a multi-step, multi-media response to anyone who initiates contact by requesting free information from your law firm.

Bookmark It

Hide Sites