My goodness there is a lot of noise out there in the marketing-sphere. From The Hammer on television to the lists of Mr. Super Strongest Lawyer in the World, every attorney is working to get himself better known, or so it seems. You need an edge, a little twist of the normal marketing behavior to find the clients you want or for them to find you. Here are 10 tips for marketing that’s a little different.
- Don’t just name yourself, describe your work. When meeting someone, you aren’t just an attorney or you don’t just work for Dewey, Cheatum & How. Explain what you do. “I help people create business entities that will make them money and protect their assets.” Or “I sue people who will look you right in the eye and steal your money using contracts.”
- Remember clients are hiring you, not your entire firm. If you can work it into the conversation, highlight your talents, awards and victories. Explain how you, not just your firm, can ensure your prospective clients’ needs are met. People usually hire people, not businesses.
- Power up by developing partnerships. You have power of your own, but there is more power in groups of professionals. Contact three to five potential referral sources per week. Build a professional network of life-minded people. For instance, you can present yourself as part of a small business network with a CPA, executive coach and yourself.
- Make sure referral sources know you care. If you send a referral to a professional, be sure to inform that person. He or she will be thankful for the referral and this will be a reminder him when it comes time for him/her to refer business your way.
- Take social media to a new level. If information you put out is important enough to spend time generating, share it to the community via website, blog and social media accounts allowing you to interact with your prospective clients. Don’t just say things once and stop, think distribution and sharing.
- Video is always better than telling. Community news sites, event programs and your own social media accounts all accommodate video these days, and people are 10 times more likely to hire you if they see you rather than just read about you.
- Attend events, target those you want to know. Prior to attending a continuing legal education seminar or other event, request an attendee list. This will allow you to determine who you want to meet and chat up.
- Speak everywhere. People want to know what you know about the law. Develop topics for speaking engagements before business, civic and legal groups. This can expand your circle of potential clients and colleagues who will refer clients to you.
- Volunteer with community organizations. Think about causes that are dear to your heart. Find out if the other volunteers in the organizations devoted to those causes could possibly bring you more business. Good works and client development, the best of both worlds.
- Send greeting cards when others don’t. Don’t send your clients and potential clients holiday greeting cards at Christmas. You want to create a niche for yourself and stand out in people’s minds. Send out cards on April 15 Income Tax Deadline day or Memorial Day celebrating our nation’s veterans when other lawyers are less likely to send cards.
At Texas Law Marketing we take pride in showcasing your talents.
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