There are Some Things You Should Know:
Here is your path to legal marketing success:
1. Decide what business you are really in (Hint: I do [name your practice area] is NOT the right answer
2. Decide what you want your life and practice to look like
3. Decide what the “perfect client” who supports #2 looks like
4. Write a book – and then write another book and a bunch of free reports that will attract the perfect client you described in #3 and repel the rest
5. Get a good website. (FosterWebMarketing.com). No more sites designed by cousins. No more three-year contracts with a site that brags about YOU.
6. Get a good database. (Infusionsoft.com). Sure, there are others that can get you started, but hang around with us, and you’ll soon outgrow every other system.
7. Create on-line and off-line marketing that drive requests for the books and reports described in #4. (OK, I didn’t say this was simple. Content wins. Massive content. Everywhere)
8. Create a multi-step, multi-media follow-up system that begins with a shock and awe package. Most are lazy about this and give up on new leads way too early.
9. Create a system for nurturing your herd/tribe/group of raving fans. (Printed, and mailed newsletter, identification of and celebritizing of mavens.)
10. Create a good referral system. We all know that referrals tend to be the best clients, yet most of us don’t have a system for maximizing referrals. This system, we believe, starts with “what can I do for you?” We know a ton. Share it.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.