Defining Your Business
What type of firm are you? What type of work do you do? More specifically, what are your “key” practice areas? Which area do you want to expand?
• Never let a day pass without engaging in at least one marketing activity.
• Determine a percentage of gross income to spend annually on marketing.
• Set specific marketing goals every year; review and adjust quarterly.
• Maintain a tickler file of ideas for later use.
• Carry business cards with you (all day, every day).
• Create a personal nametag or pin with your company name and logo on it and wear it at high visibility meetings.
• How to position your small firm as an industry leader
• The importance of being perceived as a specialist
• How to generate more leads by using education-based marketing
• The sure-fire ways to get clients in your door NOW
• How to market and sell with USP’s (Unique Selling Proposition)
• Strategies for achieving maximum results from all of your marketing efforts
• What to expect from a yellow page ad
• How to answer the question, “Why should I hire you?”
• Specific ways you can set yourself apart from low-cost lawyers
Systems
Every lawyer and law firm needs legal marketing systems in order to be successful over the long term. Systems protect you from being overwhelmed by the day-to-day chaos of running a law firm. Marketing systems help drive clients to your door even while you are buried in your current legal work.
Lead Generation System
Legal marketing can be about selling a prospective client on solving his problem NOW. If can be as simple as a box on your website where a prospective client can request a free report or it can be various businesses you network with that offers your clients a discount or incentive that solves their problems. Every attorney needs to have a systematic way to digest problems he can solve.
Follow-Up System
Whenever you meet someone you should chart their information and follow up within 24-28 hours of initial contact. This follow-up can be as simple as sending an e-mail; hand written note or as intricate as sending them a monthly greeting card. Follow-up is critical and you should include a system to help you manage it. People appreciate knowing you remembered!
