I went to lunch with a group of smart lawyers today. One of the topics of conversation was advertising and how lawyers get business. This group of lawyers was particularly sensitive to law firm advertising rules (they are in Florida and this state is one of the most restrictive in the country for attorney advertising).
The topic of attorney advertising came up because of a story told by one of the members of the group. This particular lawyer was lamenting about how several of his friends/colleagues/former clients didn’t know that he worked on a specific area of law. He told the group that he was frustrated by his inability to better communicate this information.
The lawyer then proposed a solution: He said he was going to take out an ad in one of the local publications that focused on his target market. Not a bad idea. Just a bit premature.
This video explains.
The first step in any law firm marketing campaign, to be done before attorney advertising, is to engage your current client database, your database of past clients and your database of referral sources. In addition you should engage the members of your natural network (friends, relatives etc). The best way to do this is with a monthly newsletter.
Engaging your database is the fastest way to get the word out about anything. In six months, you will have referral cases streaming into your office. And this will happen at a fraction of the cost of advertising.
Think about it. You are engaging people who know you, like you and trust you before you advertise to engage total strangers. It really does make sense.