Legal Marketing | Attorney Marketing | Marketing For Lawyers

Many attorneys tell me that direct mail doesn't work for legal marketing. I believe this is true FOR THOSE ATTORNEYS. However there is a way to ethically use direct mail to enhance your legal marketing plan.

This process is called a reciprocal mailing strategy and this video explains it in detail.

Here is a summary of how a reciprocal mailing strategy works:

• Find a lawyer in a practice area that is not competitive to yours.
• Ask that lawyer to write a letter introducing you to his clients.
• Allow that lawyer to offer his clients a subscription to your newsletter free of charge.
• You do the same thing for that lawyer to your client base.

This strategy works well when you are sending direct mail letters. It is an introduction from someone the client trusts and you are offering valuable information.

Please note that you are sending a newsletter and not a direct mail solicitation. But you can now send a newsletter to that prospective client every month.

This is just one of the ways you can make direct mail work for you. I highly encourage you to take advantage of this opportunity.

This is one of the attorney marketing questions I hear most frequently. People want to know how often they should write something on their blog. Naturally, I respond with a question:

How often do you speak with your best friend?

The idea behind a blog is relationship development. You are writing not only to educate but also to develop a rapport with your reader. When people like you, they want to hear from you more often.

Side note: That's another reason video works well. People like the passive nature of video and they get their "relationship fix" without having to do the work of reading.

Yes. I know. You want a direct answer.

Here it is:

If you really want your blog to be a relationship development tool, you need to write an article and post it at least once a week.

If you want a better relationship, post something three times a week.

If you want a great relationship, post something every day.

Get the point?

Ultimately, all relationships come down to communication and trust. If you want a good relationship with your readers, you will communicate more often.

Imagine what would happen if you only communicated with your spouse once a week?

There is nothing sexier than having a good sequence mailing as part of your legal marketing plan. Yes. I am serious.

Very few lawyers are using direct mail these days. Some places in the United States, direct mail for lawyers is highly regulated. But even in the states where you can mail anything to anyone at any time, most lawyers are not using direct mail.

The reason for this is simple. They have not been able to make direct mail work for legal marketing. Notice the choice of language. I said THEY have not been able to make direct mail work. Our clients, one the other hand, know how to make direct mail work and work well.

There are many important aspects to using direct mail as a component of a legal marketing campaign but none is more important than the sequence you use when you send it out. Again, notice the language. I wrote sequence. This implies multiple letters. And that is exactly what we are going for. We want multiple letters to go to your intended target audience. We want them to be pursued by your direct mail campaign. We want the message to eventually get through.

This video describes how to incorporate a sequence mailing into your legal marketing.

Incorporating a direct mail sequence into legal marketing is not complicated. It just requires some effort and some know-how. Start with a small list and mail to them three times over the course of six weeks. Do not worry if you don't hear from anyone during the first wave of the mailing. In fact, I would not be surprised if you didn't hear from anyone in the first or second round of mailing. On average people need to see or hear your message seven times before they take action. Depending on the size of your list this may be true of your mailing.

If your direct mail campaign is effective (if you attract and retain clients as a result) you should continue to mail to your database until it stops being effective.

Like many other things in life, you get out of a direct mail campaign whatever you put into it. I highly encourage you to launch a direct mail campaign and measure the results. I think you will find it hard to top the return on investment from a sequence mailing.

How do you keep coming up with original content for your writing? That is a question people always ask me. One of the law firm marketing methods I advocate is a follow-up system that includes a lot of writing. Frequent blog posts, weekly email and monthly newsletters all involve writing a lot of content. Too often people cannot find things to write about. This video offers three ways to get the creative juices flowing.

Writing and law firm marketing go hand-in-hand. I encourage you to think creatively and keep the new content coming. Your client list will grow as a result.

If you dare to make your legal marketing great you must make an emotional connection with your clients and prospective clients. Great legal marketing is all about building a relationship, with people who need the service you provide. This video reveals the three ways to make an emotional connection with your prospective clients.

If you want to take your law firm to the next level you must get emotional with you marketing. Great legal marketing is about helping your client believe you feel his pain. Make that emotional connection and you will never have a shortage of clients.

Humans take action for two specific reasons: To experience pleasure and to avoid pain. This is particularly relevant in legal marketing. Your clients will seek you out if for the same reasons. This video explains.

If you want to motivate clients to work with you, you must include one of these two motivational factors in your marketing. You must get the client to link your services with the avoidance of pain or of a pleasurable experience.

Have you ever had a tough time deciding what to write about on your blog? This law firm marketing video may be exactly the kind of thing you have been waiting for.

Selecting blog topics doesn't need to be difficult. It just needs to happen. Follow the law firm marketing guidance outlined by law firm marketing expert Dave Lorenzo and you will never be at a loss for words.

Special reports can be a valuable tool in your law firm marketing plan. Many lawyers think writing a special report will take too much time. This video outlines the four steps to writing a great special report.

Here are the eight steps outlined in the video. Be sure to watch the video for the details:

Law Firm Marketing Special Report Step 1: Go through things you have written in the last six months and select appropriate content.

Law Firm Marketing Special Report Step 2: Put you content into list format.

Law Firm Marketing Special Report Step 3: Edit the document for clarity and brevity.

Law Firm Marketing Special Report Step 4: Write a summary for the beginning of the report.

Law Firm Marketing Special Report Step 5: Write a conclusion for the end of the report.

Law Firm Marketing Special Report Step 6: Hand out to non-lawyers for feedback. It is very important to get feedback from people who are in your target audience.

Law Firm Marketing Special Report Step 7: Make any final adjustments to the special report.

Law Firm Marketing Special Report Step 8: Have the document copyedited by a professional.

Writing a special report is a great way to give your law firm marketing a jump start. Find a way to work it into your law firm marketing plan today.