In my firm, I personally put marketing among the most important aspects of what I do. I recognize that this isn’t the case for many attorneys and I just want to quickly explain why it should be and how to do that without adding to your already overwhelming workload.

Attorneys, like you and I, understand that we’re not the only ones out there. We’re not the only ones in our state and heck, we may not be the only ones on our STREET.

Because of the mass volume of available attorneys, consumers don’t always find the attorney that is right for them. I’m not going to tell you that I market my firm because I want all of the cases all of the time. I market my firm because I want the clients that are right for me to be able to find me. I want you to market your firm because I want the clients that are not right for me to be able to find the attorney that can help them; the attorney that theyare right for.

Marketing has been labeled as selfish and “only money-hungry attorneys do it”. That may be a popular opinion but it is an opinion that I very strongly disagree with.
I’ll admit that there is money in marketing but that isn’t the only reason I do what I do.

When I started practicing law, just like you, I had this image of my perfect law firm and I’ve been able to make that dream a reality. I have the staff I always wanted, I have the clients that I WANT to work with, and I have the free time I need to spend with my family.
I know you want that, too.

I’ll help you get one step closer to that perfect firm that you’ve always dreamt of. In fact, I may be able to help you get 3 steps closer.

You need to be found.

This is a very basic and broad statement, but to explain; you must market yourself. You cannot sit in your office and wait for them to find you. They won’t find you if you’re not telling them you are there. It’s like sitting on a raft in the middle of the ocean and simply waiting instead of shooting off a flare gun. You need to alert the people around you that you are there or you will eventually drown.

You need to grab their attention when they find you.

Marketing yourself is a great first step, but there’s more to gaining and retaining clients than just that, but that’s where most people stop. When they go to your website, it shouldn’t look like every other attorney website, it should look different and have more information. You should make a point to be memorable.

 You must make an outrageous and irresistible offer that gets them to trade their information.

I find this particular task to be one of the most successful ways of turning leads into clients. In my company, Great Legal Marketing, my most successful members (as well as myself) have books that they have written that they give out free of charge. These books are simple 15-40 page reports about things that they talk with clients about every single day. By giving this information away, you:

• Reinforce the fact that you are the expert on a certain topic

• Start to build trust with whomever reads it

• Receive names, emails, and addresses to send your newsletters to

• Reduce the amount of redundancy in your work day

By sending them this information, they won’t ask the same questions as everyone else because you will have given them the answers already.

I can’t make this clear enough; it is absolutely vital.