LAWYER MARKETING : Lawyers who rely on traditional lawyer marketing methods are fast discovering that lots of “time-proven methods ” no further work. Lawyers could dramatically enhance their marketing results by avoiding these mistakes and heeding this up-dated advice. Lawyers who rely on traditional lawyer marketing methods are fast discovering that lots of time-proven methods no further work.
LAWYER MARKETING MISTAKE #1
Relying on referrals. Whenever you be determined by referrals as your sole supply of new business, you allow middlemen to control your flow of new clients. You might find that whether you receive referrals has nothing regarding your knowledge, skill or experience. Instead, it could be based on your own ability to return the referrals. ADVICE: In addition to referrals, ensure your marketing program attracts inquiries directly from prospects. This enables you to manage your lawyer marketing program, as opposed to depending on third parties over that you have minimum control.
LAWYER MARKETING MISTAKE #2
Based on media exposure. Without question, articles in the print media and interviews on radio and television can help you attract new clients. But many lawyers rely on publicity as their entire lawyer marketing program. True, exposure can increase your credibility. But often exposure alone isn’t enough. Lawyers routinely report, “We were happy with how many articles about our firm, but we didn’t get an individual new client!” In addition to exposure, you need something that triggers one to connect to prospects.
ADVICE: Make fully sure your marketing program brings about interactions between you and your prospects, such as for example over the telephone or in person. Interaction is a critical step in the lawyer marketing process — and the step most attorney marketing programs overlook.
LAWYER MARKETING MISTAKE #3
Relying on networking groups as a primary supply of new business. Networking is a time-consuming exercise in meeting prospects and cultivating referrals. And while networking may bear fruit, lawyers often underestimate enough time required.
ADVICE: Pursue opportunities to generally meet and speak with genuine prospects, but don’t put networking above other lawyer marketing strategies.
LAWYER MARKETING MISTAKE #4
Competing on low price. Whenever you reduce your fee to attract new clients, (1) you undermine your credibility because clients conclude your services weren’t worth what they previously paid, (2) you attract clients who will leave you when competing lawyers offer fees less than yours, (Note: Clients that are loyal to the dollar are never loyal to you.) and (3) you’ll probably lose money because the price of attracting a level of new clients is often greater compared to the profit you can earn from those clients.
ADVICE: In place of competing on price, compete on value. You’re better off being probably the most expensive lawyer in town and having prospects appreciate your knowledge than being the cheapest lawyer and having prospects question your skill.
LAWYER MARKETING MISTAKE #5
Delivering an incomplete lawyer marketing message. Many lawyers believe common marketing methods don’t work because those lawyers didn’t get the outcomes they wanted. But usually the problem is not the lawyer marketing method, is it doesn’t message. If your message lacks even one essential element, your time and efforts will fail. An estate planning lawyer delivered a seminar to 84 potential customers, yet almost no person came into his office for a no cost consultation. After I reviewed his presentation, we added under five minutes of information to his program. At his next seminar, 10 of your 11 couples in presence requested appointments.
ADVICE: Before you’ll implement your lawyer marketing program, ensure you build a competent marketing message. Without a strong message, your marketing program is doomed.
LAWYER MARKETING MISTAKE #6
Not effectively reaching your target audience. A tax attorney who represents doctors ahead of the IRS advertised his services in an every week “shopper” newspaper distributed free to homes. Obviously, he was disappointed while using response. Before you run the ad, the lawyer could have saved his $2000 investment had he asked himself, “Will doctors choose a tax attorney in a no cost weekly newspaper?” I am not sure about doctors, that is not necessarily consumers We would look.
ADVICE: Choose ways that you suspect will reach your prospects. Then test each method with a small scale prior to invest serious dollars. By doing this you know which method is best suited for at reaching your audience and the way well it attracts the clients you want.
LAWYER MARKETING MISTAKE #7
Selection by committee. The quality of a lawyer marketing and advertising decision is depending on how long you will need ponder and the way much the decision may be diluted by compromise. Anyone working alone offers the potential to create good decisions. When 2 people come together things commence to bog down. So if you feel waiting for three people to agree — well, don’t hold your breath. Lawyer marketing is compared to football. Can you imagine the span of time it could take should the entire team offered their ideas and everyone needed to agree before they could make your next play?
ADVICE: Pick one quarterback to direct your program. If you do not get the results you want, change strategies or change quarterbacks. Such as the compound your quarterback’s problems by earning lots more people to help make decisions.
LAWYER MARKETING MISTAKE #8
Not implementing the leadership position in your market. When prospects perceive you as the best choice in your field, you will have a substantial edge over other lawyers. Yet, many lawyer marketing programs aren’t intended to attain this powerful, profitable position.
ADVICE: Look at your position inside marketplace. Out of your prospects’viewpoint, is any lawyer clearly the best choice in this category? Or else, design your lawyer marketing program therefore you overcome your niche. If this niche is covered with other lawyers, build a new category for yourself. Then promote the course so prospects look at you as first in this new area. One of my clients designed a new category and properly dominated his niche for five and one-half years. You receive an exceptional advantage when prospects perceive you for the reason that leader.
LAWYER MARKETING MISTAKE #9
Not delivering your marketing message until prospects receive your office. Attorneys usually have no hassle persuading a prospect to engage their services once the prospect is throughout their office. But getting prospects over the door is matter.
ADVICE: Develop materials you’ll be able to send to prospective clients. Then create a lawyer marketing program makes use of printed and broadcast media to draw inquiries from prospects who ask to receive your information. When prospects call your working environment, you respond by mailing your packet and adding their names to your own mailing list. This can be used to put your marketing message within hands inspite of their whereabouts, and not waiting around for them arrive at your office. If you are materials are powerful and persuasive, you will find that prospects contact you and request appointments. Certainly one of my lawyer clients received 426 calls from prospects after offering his materials for a radio talk show, over 500 calls following having a television news interview, and another 400 calls after a post in a local newspaper.
LAWYER MARKETING MISTAKE #10
Not lawyer marketing to your own practice mailing list. Your subscriber list is your own personal class of influence. It ought to contain what they are called of all your past clients, current clients, prospective clients and referral sources.
ADVICE: Be sure to mail your newsletter more than quarterly. And do not think you have to make your newsletter an 8- or 16-page treatise. A painless educational letter of even some pages works just fine. Your newsletter’s size is not nearly as essential as how many times you mail it together with the value from the information you present.
LAWYER MARKETING MISTAKE #11
Taking lawyer marketing shortcuts. Lawyers who achieve success often trim back their marketing programs hoping to economize through the elimination of the bells and whistles. What remedy they often don’t get is the fact some of the so-called “stuff” will not be stuff at all. They’re just the components that leave their programs work. Legal assistance first hired me to refresh his seminars. When you kicked off his program, he attracted 247 prospects to five seminars, an average of 49 people at each program. His calendar filled up almost overnight. After 6 months, he took his marketing in house and began cutting corners. Within 90 days, his outcome was as dismal as they quite simply have been before he called me.
ADVICE: Whenever you shortcut your marketing relating to the forepart, you shortcut the numerous new clients relating to the back end. If you wish to streamline your marketing and determine if any steps will not be needed, start slowly and track your results. Take care not to cut away the steps that have the effect of your success.
LAWYER MARKETING MISTAKE #12
Not making lawyer marketing a priority. For the majority lawyers, practicing law is highest priority. If they get busy, they reduce their marketing efforts because they want this time to function on his or her clients’behalf. They operate under the false hope that their momentum will attract start up company long inside the future. But should they cut their marketing efforts, they actually shift their marketing into neutral. Consequently, inertia gets control of and things slowly coast with a standstill.
ADVICE: Make lawyer marketing important for you personally or someone rrnside your office. Or hire an outside consultant therefore,you ensure the work gets done. Don’t turn your marketing don / doff similar to a light switch. Store enter in gear so you usually attract a continuous flow of the latest clients.
LAWYER MARKETING MISTAKE #13
Writing an intricate lawyer marketing plan that becomes impossible to hold out. Many marketing plans mimic jigsaw puzzles with dozens — even hundreds — of pieces. And while plans might work, most lawyers and their staffs do not possess the hours needed to manage the plans.
ADVICE: Guarantee your marketing plan is built on stages which may have proved to work and efficient. Around my 30 years in lawyer marketing , the foremost profitable, efficient and effective method There really is is education-based marketing.
LAWYER MARKETING MISTAKE #14
Never completing — thereby never implementing — your marketing plan. Many lawyers get so mixed up in gathering facts how they never stop designing their plan. They collect data, increase the steps, collect more data, revise their plan, collect more data.
ADVICE: Implement your plan at the initial possible moment. The wrong lawyer marketing plan this really is ready to go is infinitely more profitable when compared to the “perfect plan” that never gets off your hard drive.
LAWYER MARKETING MISTAKE #15
Delaying your program until your cash flow improves. Usually, lawyers who take this reason never start marketing while they aren’t conscious their logic is backwards: Their cash flow won’t improve until they start their marketing program.
ADVICE: Maintaining a strong program is the most important investment you may make. Why pay for a place of work and staff with no enough business to warrant the overhead? Start your program now so you possess an ongoing flow of the latest clients.
LAWYER MARKETING MISTAKE #16
Carrying out a program that achieve normal essential steps for success. Your program must (1) establish your credibility, (2) generate interactions between anyone with prospects, (3) gain your prospect’s commitment, and (4) keep the client’s loyalty. Programs that don’t achieve all steps will fail.
ADVICE: If you evaluate an advertising and lawyer marketing opportunity, consider how well that method will accomplish these steps.
LAWYER MARKETING MISTAKE #17
Promoting your services. While you promote the services you receive, you’re around the role from the salesperson hawking his wares. This technique, called selling-based lawyer marketing , undermines your credibility to result in prospects to question if they’d like to trust you.
ADVICE: Instead of promoting the services you receive, promote your knowledge by educating prospects. Education-based lawyer marketing gives prospects what they want, information and advice, and removes what they don’t really want, a sales pitch. It attracts prospects who come your way through your knowledge, skill, judgment and experience. To win at lawyer marketing , you doesn’t have to be the biggest player or enjoy the biggest budget. You simply need a basic, proven lawyer marketing method giving prospective clients what they want, information and advice — and removes what they don’t really want, a sales pitch. That’s precisely what my procedure for Education-Based Marketing does because I designed it that way. Rest room the American Marketing Association featured my method around the front page of the national publication, MARKETING NEWS.