Why Should I Be Selective About the Cases I Take?
We believe that advertising that you will take any case may backfire. We understand that you are licensed to take any case in your state, but do you want the small fender-bender case upstate or the slip-and-fall four counties away?
A more selective approach can be in your best interest, both personally and financially. If you aren’t eager to take the majority of cases in your state, then your marketing should be more focused. Otherwise, you risk wasting a lot of money on advertising that doesn’t get you the cases that you want, and you will lose a lot of time weeding out the clients you don’t want to represent.
Instead, you should spend your advertising dollars and energy attracting the type of clients that you want. You may be able to broaden the prospective client base that you seek by having your attorney marketing accurately reflect your practice areas and geographic area. That way more of the clients who have the cases you want to take can find you!
A tighter focus on your niche practice area and geographically targeted advertising can mean more time practicing law, rather than traveling on the road. And isn’t that why you chose this career, after all?
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.