3 Tips for No Cost Legal Marketing and Rainmaking
If you're a successful lawyer, chance are you've spent a lot of money on a legal marketing plan - and you've seen results.
But what about solo attorneys or lawyers who are just starting out and don't have a budget for formal marketing services?
The answer?
Market your practice for FREE!
Here are three TRADITIONAL and NO COST ways to start marketing and RAINMAKING!
1. Start networking.
Networking is an essential part of FREE MARKETING. Take advantage of your bar association membership, attend conferences and CLE meetings, or join a non-profit or social organization. Participate in those event and meet people! Whomever you meet just may be your next client or referral source.
You can also build relationships by introducing your clients to each other, and by sending referrals to them.
2. Prepare a pitch.
Every lawyer should have their own carefully planned and crafted pitch. The pitch should grab someone's attention and say a lot in relatively few words. Remember, though, you're not selling something. Don't tout how great your services are. Rather, describe what you do, and show passion for it.
Include an introduction, emphasize the benefits you provide or solutions you offer, and showcase your uniqueness or how you are different from the competition. Write and rewrite your speech, sharpening its focus and eliminating unnecessary words and legal jargon. Consider including a compelling "hook" or intriguing aspect that will engage the listener, prompt him or her to ask questions, and keep the conversation going.
Generally, your speech should not be longer than 30 to 60 seconds. Be warm, friendly, confident, and enthusiastic. And, be sure to know when to wrap up if your listener's attention is waning. You can end by asking for a business card.
3. Give your office a makeover.
Your office and reception area speak volumes about you and the service that your firm provides. What impression of you does your office give your clients?
Sit in your office and look at the surroundings. Is your...
- office neat and tidy?
- desk full of clutter?
- office personalized with photos, artifacts, or items that reflect your hobbies or interests?
- office warm and inviting?
Take the time to make improvements in your office so that clients - and colleagues - feel comfortable in the environment. You want them coming back - often!
You don't have to spend thousand of dollars to market your practice. But you do have to be diligent about it. Market your practice each and every day - if even only for ten minutes. And don't stop even if business is good!
Good marketing does pay off, even if you haven't spent a dime!
Adapted from article Practical and No Cost Marketing and Rainmaking by Dan Pinnington.
More resources from Top Lawyer Coach:
13 "Sure Fire" Questions for Networking
Leverage Your Bar Membership for Marketing
3 Facts about Marketing You Need to Know
5 Ways to BOOST Legal Marketing at Conferences
Are you an active member of your local bar association?
If not, then it's time to GET INVOLVED!
A bar association can provide a wealth of opportunities for you to make meaningful connections and build your practice!
Here are five ways to get more out of your bar association membership.
1. Join a section to get referrals.
Most large bar associations are divided into sections representing the various practice areas or topics of interest for lawyers.
Once you join, you can take full advantage of the the section's email listserv or discussion board, and subscribe to newsletters. Other benefits include:
- Making connections with people who do the same kind of work.
- Building a referral source network.
- Raising your reputation by becoming a leader. You can join the section council and eventually become chair.
2. Go to the Annual Meeting.
Put cost and distance aside and make time to go your bar's annual meeting. It will be the place you are going to find the highest concentration of powerful rainmakers in your state.
Go to the meeting and socialize. Collect and hand out business cards. CONNECT!
3. Volunteer for pro bono projects.
Think of a pro bono project as a team building exercise for the bar association. It takes people from very different practices, locations, and experience levels and throws them into a shared exercise where most of the normal rules do not apply. You may find yourself helping the managing partners of a 1,000-lawyer firm with something that is simple to you, but brand new and difficult to them. Those kinds of interactions foster strong and lasting relationships.
4. Sign up for the lawyer referral service.
If your bar has a lawyer referral service, take full advantage of it! It is a cost-effective way to generate potential clients.
5. Utilize the practice management advisor or the mentor program.
Many bar associations have a professional on staff called a practice management advisor (PMA). Typically, a PMA is a former practicing attorney or law firm staff member who offers FREE consultation on issues of law practice management. Others have mentoring programs. If your bar association offers a PMA or a mentor, take the time to meet that person and find out how he/she can help you in your practice.
When it comes to making the most of your bar association membership, this is just the tip of the iceberg.
Don't let your dues go to waste! Make every penny count by reaching out and taking advantage of all the business building opportunities your association provides. It may just be the most cost effective way to build your practice!
Adapted from article Ten Tip for Making Your Bar Association Dues Work for You by Erik Mazzone.
Do you have a website up and running, maybe even a law blog too, but find that business is still waning?
It may be time to start thinking about adding VIDEO to your homepage!
Believe it or not, more law firms around the world are making video one of their "go to" marketing tools. They're a cinch to produce. They're easy on the budget. And, they're one of the most effective ways to promote and connect with a market.
Want to know more?
Here are five ways you can use video to get your firm's message to the masses.
1. Promote your brand.
Create a short, 60-second snapshot using something as simple as a Flip video camera and begin capturing the essence of your firm. Make sure visitors come away from your site with a main message about the company. Also, be sure to supplement the video with written content throughout the site that supports that message. Case studies, photos, and graphics are a nice touch too.
2. Showcase your lawyers.
Clients don't want to hire law firms, they want talented attorneys.
Showcase the legal talent in your firm with videos of the attorneys themselves. They can discuss their niche practices, important cases they've handled, or their approach to client satisfaction.
Videos allow clients to begin building relationships with lawyers even before they meet face-to-face.
3. Share experiences.
When your lawyers give lectures or participate in roundtable discussions, why not share those experiences through video? This can be a great way to show that your firm is connected to the community. It also shows that your attorneys are extremely knowledgeable on industry-specific topics.
4. Try video blogging.
Video has the power to enhance a blogger's personality as it tells visitors much more about YOU than plain text. Instead of writing a standard blog post, consider video blogging, or vlogging. It can be less time-consuming and it allows you to get more information out to your followers - without writer's block.
5. Include your clients.
Reach out to your clients and ask if they would be willing to record a short video about their experiences with your firm or a certain lawyer. Have them talk about their working relationship with the firm, the trust they place in you, and the loyalty they have received in return. You can also create a montage of several clients discussing the firm’s accolades, or one with a client and a lawyer talking about their working relationship.
With video, your marketing opportunities are limitless!
And, once you've started using video on your Website - you'll be ready for the next step: learning how to brand yourself on YouTube.
Adapted from article Five Ways to Use Video on Your Firm's Website by Terry Isner.
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Why Following-Up is so IMPORTANT!
Did you hit the ground running with a new marketing campaign this past year - but have nothing to show for it now?
If that is true, it may be because you didn't make FOLLOW-UP a consistent habit.
One of the biggest legal marketing mistakes is failing to follow-up with new contacts. The reason is simple: lawyers just don't think to do it.
The next time you're out networking, consider these little-known facts about marketing and the importance of FOLLOWING-UP.
1. Only 3% of all closes are made after the first contact.
This research means that there's a 97% probability your first contact with a prospective client will NOT result in business - unless, of course, you FOLLOW-UP.
2. It takes an average of 7 contacts before you land a client.
Yes, marketing and following-up takes work - a lot of work. Contact has to be made repeatedly in order to land new business. In fact, research also shows that 80% of all sales are made after the fifth contact. That means that only 20% of all sales are made with fewer than five contacts.
3. Clients will only want to hire you when they have a specific need for the type of services you provide.
Think about it. Clients hire lawyers only when they have an actual case or deal that requires counsel. So, in a sense, timing is everything. They must have the appropriate matter AND remember you as someone who could help them.
As you can probably see, when it comes to landing clients, FOLLOW-UP is even more important than increasing your visibility.
Don't waste your time with ineffective marketing.
Be EFFECTIVE! Follow-up for the sake of your own business development success.
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How well do you know yourself?
The question sounds simple but, in fact, many of us don't know the answer at all.
Get to "know thyself" by learning how to articulate your strengths.
Learning what makes you tick - especially when it comes to your practice - could be just what you need to jump start a successful business development strategy.
Here are five ways to identify your business development strengths.
1. Day-to-day activities.
What types of business development activities are you happy doing - and good at?
Taking clients to lunch? Networking? Speaking engagements? Pitching proposals to a client?
Any of these could be one of your NATURAL STRENGTHS.
2. Aspects of your practice.
Articulate your strengths by looking at different aspects of your practice like experiences, talents, or achievements.
Do you have a niche practice? Perhaps you have developed an expertise in that field or industry.
How strong are your personal relationships with clients? Are they loyal? Have they referred any new business?
Are you regarded in the legal community and well-respected by your peers? Perhaps you're known for being a team player.
3. Reputation.
Are you the go-to person for certain types of matters - particularly in your niche? What kinds of leadership positions have you held?
4. Marketing.
How good is your ability to market? Is your system of contacts organized? More importantly, do you make time for marketing? How persistent are you?
5. Personal attributes.
Now, think about who YOU are. Are you not afraid to ask for help when you need it? Are you outgoing? A good listener? Great at making conversation?
Ask yourself all of these questions and then ask - how can you leverage these strengths to make you more effective at business development?
Create a list so that you can see EVERYTHING you have going for you. Then, start playing to your strengths.
Once you do, you'll find business development to be more efficient - and perhaps even fun.
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Seize Marketing Opportunities at Conferences and Seminars
You see them approaching on the calendar - mandatory continuing legal education classes, one-day seminars, and lengthy conferences.
The thought of attending these engagements may fill you with dread. After all, these are only obligations, right?
WRONG!
Seminars, conferences and CLE classes are opportunities for you to generate real BUSINESS REFERRALS and jump start your LEGAL MARKETING campaign.
Here are five tips to help you turn an engagement into a referral engine.
1. Get your BUSINESS CARDS ready. You don't want to attend the event empty handed. Make sure you have plenty of business cards with you, and be sure to keep them easily accessible.
2. Introduce yourself to others around you. Make it a goal to introduce yourself to the two people seated to the left and to the right of you. This is not the time to be shy. You may also want to thank the lecturer personally after he or she has finished the presentation.
3. Find lawyers and colleagues to introduce. Let everyone know what kind of law you practice and make a point to introduce attorneys whom you know - but who don't know each other.
4. Ask questions. Networking is a two-way street, so be sure to ask attorneys about their practices. If you're in doubt about which types of questions to ask, refer to the list of 13 Sure-Fire Questions for Networking.
5. Moderate or lecture. When you sign in for the seminar or conference, ask if you can participate in future events and be sure to get the appropriate contact information.
Don't forget to PLAN AHEAD. In order to really make the most of conferences and seminars you need to develop a strategy and set goals for connecting with others.
Believe it or not, a conference can be your best source for referrals - so make sure your time there COUNTS!
Adapted from article Legal Marketing: Plan for Conference Success by Geri L. Dreiling, Esq.
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A Niche Practice Positions You an EXPERT in Your Field of Practice
For many lawyers, creating a niche practice sounds like a risky endeavor. They fear such a strategy would put a limit on the number of potential clients.
The truth is, though, having a niche actually makes legal marketing easier and more efficient.
A niche practice automatically helps lawyers stand out from the crowd - and it offers so much more!
Here are the top five advantages of having a niche practice.
1. You'll be perceived as an expert.
By marketing a singular scope of your practice, clients will assume you're an expert in that particular area.
And, further down the road, you may even become an expert. The more of a particular type of matter you handle, the more you will know about it. Your confidence will grow and so will the payoff from your niche marketing efforts.
2. You'll make more money.
Bottom line: people pay more for expertise.
3. You will dominate with less competition.
Niche practice lawyers have few people to compete against. Consider the difference between the number of general commercial litigators versus the number of lawyers who specialize in litigation involving long-term disability.
4. Your marketing will get easier.
Rather than marketing to everyone, you will focus on a targeted audience. This will also allow you to easily figure out what that audience reads, conferences they attend, and where they network. Knowing your niche clients inside and out will also help you understand their needs.
5. You will be remembered - especially when it comes to referrals.
As a perceived expert - or a real one - you'll have a greater chance of being remembered as a potential provider when a need arises. Your name will stand out and you will become a go-to person when someone needs your type of services, especially if you are board certified.
One final thought. A niche is about where you focus your marketing efforts - not how you spend your billable hours. You can still handle work outside your niche, but it's not where you concentrate your legal marketing efforts.
Define your niche today and see what a specialized practice can do for you - and your book of business.
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Where does your non-billable time go?
Committee work? Administrative tasks? How about to those random requests that fall on your desk?
Think about it. What if you could turn that non-billable time into a strategic way to build your business?
All you need is the word "no."
Saying "no" - tactfully - will help protect your valuable marketing time and build your business.
Here four suggestions to help you say "no."
1. "No, because..."
Be honest and explain why you are saying "no."
For instance: "I'd like to help you on the committee, but I promised myself this year that I would use my non-billable time to focus on my marketing plan."
Offering a legitimate, honest reason will elicit respect among your peers.
2. The partial "no."
Offer an alternative like, "I can't write up that RFP, but I'd be glad to review your draft." You could even recommend someone else for the job, a colleague who has shown an interest in getting involved in business development.
3. The "not now" approach.
Kindly let them know that you are just too busy to take on a new task or project.
Example: "I can't give that speech to the local bar association this year, but please keep me in mind for next year when my schedule may have eased up."
4. Just plain "no."
Sometimes no explanation is needed.
For instance: "I'm flattered that you asked me to write the practice group description. At the moment, however, I just don't have the time to do it justice."
By saying "no," colleagues will have a clear sense of your priorities and commitment to growing your practice. And, yes, you will still be viewed as a team player.
Make time for business development by learning when and how to say "no."
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Your time is valuable, especially when it comes to legal marketing. Just like bad clients, focusing on low-potential business opportunities are a waste of your precious marketing time.
Make the most of that time by identifying HIGH-POTENTIAL new clients. They will be your bread-and-butter. They will help build your book of business.
So, how do you determine if someone has good business potential?
Here are five questions to think about before you begin marketing.
1. Is the person unhappy with their current representation?
It's extremely difficult to lure clients away from their current counsel, especially if they're satisfied with the relationship. However, if a potential client is unhappy with current counsel then it's time to make a move.
But, beware! Depending on the reason for the client's unhappiness with old counsel, you may find yourself defending the same criticisms down the road.
Before accepting the work, ask enough questions to uncover the reasons for their dissatisfaction with their current lawyer. You may not WANT to be their lawyer either!
2. How easy will it be to market to this prospect?
Do you have a way to reach this potential new client? Do you know him or know someone who's willing to make an introduction? If getting your foot in the door is too arduous, you may want to pick another prospect.
3. Can the prospect afford you?
This is, perhaps, the million dollar question. You don't want to land a client who can't afford your fees. Keep in mind that startups, individuals, and some small businesses fall into this category.
4. Will this person be a continuing source of business?
Make the most of your marketing time and energy by only focusing on clients who offer the possibility of repeat business or, at the very least, referrals.
5. Is the matter a strategic fit for your practice?
Not only do you want new business, you want to attract clients who match your ideal client profile. Focus on prospects who will bring matters that fit your area of expertise.
If answers to these five questions don't come easy, then do some research. Dig around the Internet or talk to colleagues. Leave no stone unturned!
Learning how to identify a high-potential opportunity will go a long way in making your marketing efforts much more effective.
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When it comes to legal marketing, the name of the game is CONSISTENCY. You need to market your practice - and market it often!
Sure, you may think that finding time to do this is easier said than done. It's quite the opposite - really!
In fact, there are marketing opportunities hidden within almost everything you do during the day, including emails, phone conversations, and practice group meetings.
Here are eight quick ways you can turn daily tasks into marketing activities.
1. When a matter ends, give your client a call and tell him how much you enjoyed working with him.
2. Scan newspapers, the Internet, or social networks for interesting - and appropriate - articles you can pass along to a client or prospect. Send it with a brief note highlighting why you think it might be of interest.
3. Work at building relationships with clients by asking them questions at the end of every conversation. Inquire about their businesses or recent vacations.
4. When you meet at a client or prospect's office, take five minutes to reconnect with people whom you know professionally. Walk around, say hello.
5. Think about cross-selling - often! Pinpoint who you'd like to have cross-sell your services and make an effort to sit next to that person at the next meeting or luncheon.
6. Schedule client meetings at a time when it would be natural to have lunch or coffee. Take time off the clock to get to know clients or prospects.
7. Network at every conference or CLE program! Don't spend breaks scrolling through your BlackBerry. Instead, use the opportunity to meet new people.
8. Showcase yourself in the best light possible - even when filling out mundane questionnaires. Emphasize what you want people to know about you.
There is no task too small that doesn't include an opportunity for you to market your practice.
Challenge yourself by discovering at least one new marketing opportunity in your everyday routine. Bet you can't find just one.
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