From sole practitioner to a large, multi-city law firm, just about every lawyer is always looking for ways to bring in new business or continue with good clients. 

First, a primer from those legal marketing gurus at The Rainmaker Institute:

Now. let’s identify and resolve several common challenges to achieving your firm’s elevated financial objectives:

Challenge 1:  Legal advertising rules are so onerous (especially in NYS) as to make almost all legal marketing ads appear the same. 

Resolution: Study your competitors’ advertising and do something different.

DON’T use tired phrases such as “25 years of combined experience”, “our competitive team of attorneys” and “we’re here to help you”.   

DO use unique phrasing, e.g., “Injured? Before you talk to an insurance adjuster or hire a lawyer, email or call us for our free pamphlet/book/DVD on what to do if you are injured.  An informed client does better for himself.”

CHALLENGE 2 :  Differentiating yourself from the rest of the legal crowd.

Resolution:  Write a book (even one of 10 pages). 

DON’T make it full of terms that laypeople don’t really understand, such as “former prosecutor” or “I’m a member of the New York State Trial Lawyers Association”. 

DO initially use self-publishing companies.  (LuLu and Cafepress come to mind.)  They will accommodate you with everything from POD (print on demand), PQN (print quantity needed) to issuing copyright-protecting ISBNs ( International Standard Book Number).  Include your contact info on the inside back cover.  (Don’t presume people will Google you.)

CHALLENGE 3: Taking on C and D quality clients to pay the rent.

Resolution: Curb the number of these cases you take on.  It’ll expend time better spent on bigger cases.

DON’T take on more than you can handle. There is a marketing ROI standard that has withstood the test of time: 80% of your business will come from 20% of your clients. (This includes repeats, referrals, networking… )  Also, don’t immediately offer a free consultation in these cases.  Do you really have the time?

DO make potential C and D clients work for your representation.  If they are serious enough, they’ll take the time to educate themselves by going through your materials (have a packet handy) and make it absolutely clear that you are a legal advocate, not the Library of Congress or the help desk to be called 10 times a week.

CHALLENGE 4:  Making yourself appear to be King/Queen of the Hill in your niche field.

Resolution:  Let the words speak for you.

DON’T declare yourself an expert. (Let your writing, appearances, bragging rights… do it for you.)

DO publish a monthly newsletter.  List your highest award settlements (obviously observing the client privacy regs).  Keep yourself  in the public eye.  Create mini videos (about 3 mins. is the average online attention span) addressing your area of law without appearing as an “As Sold On TV” commercial.  Put several vids up on your site.  Offer to speak, gratis,  as an expert (don’t use the word) on radio, tv, online shows.

With the long holiday weekend coming up, there’ll be plenty fo time to review this marketing advice.  It works.   I published this post, I’m prepared to back it up.  Just email editor@beaconbulletin.com  and we’ll send you a free marketing checklist.

BNI Operatives: Street smart: Web savvy.

Have a safe, healthy and relaxing Fourth!

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