Marketing is a
full time job from which you never get a break. The good news is that
it doesn’t have to be difficult or time consuming. With proper
routine care and maintenance it will soon become second nature and even
something you may enjoy.
The
Word on the Street
Step one in launching your marketing plan is easy. Tell everyone you
know that you are a lawyer. My colleagues and I have routinely heard
from clients that when they needed a lawyer (particularly unexpectedly),
they didn’t know one. Never underestimate anyone’s likelihood
to need your services now or in the future.
Stretch
Your Comfort Zone!
Now that the word is out among everyone you know, it is time to lose
the shyness and tell people that you don’t know that you are a
lawyer. Practice with a friend or in front of a mirror if you have to.
Get comfortable striking up friendly banter to improve your chances
of meeting lots of potential clients. Join your bar association, Toastmasters
International, or a local business network if you find this part difficult.
Practice will make it easier. This strategy can also be rewarding in
other ways. You may meet all sorts of business people you may need some
day, get a date, or even make a new friend!
It’s
All in the Cards
Always have your business cards handy. Reorder immediately when you
get low. While standing with someone waiting for a cab, you don’t
want to be fumbling for pen and paper and lose the opportunity to gain
a new client.
Think
Outside the Box
Sure, we all know that you can do many traditional things to attract
clients. You can run an ad in the yellow pages, volunteer at a legal
clinic, or sign up for your bar association’s referral service,
but running an ad in your church bulletin or posting a notice at your
local community center or other public meeting place can also be very
effective. Try to focus some of your efforts in places where you do
not see other lawyers advertise.
Be
a Team Player
Join forces with colleagues who work in areas of practice other than
your own. Write your law school classmates and all the lawyers you know
a letter announcing your areas of practice and seeking their referrals.
Offer to refer business to them, and they will refer back to you. Always
write them a prompt “thank you” note for their referral business.
Remember
That You Are Happy With Your Product!
Lose the guilt concerning aggressively marketing your practice. Remember
that you are a fantastic lawyer willing to work hard for your client,
and offering your services will benefit them as much as it will benefit
you. Thus, you should always have an “easy sell!”
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