Law Marketing Examples
It’s a great practice be an active part of your local community, especially as a solo or small law firm lawyer. Understand your prospective clients allows you to prepare be prepared to handle their legal needs (sometimes before they realize they need a lawyer) and lets you provide services beyond their expectations. If you’re not already an active part of your local community, how do you get there? Be genuine and be in it for the long haul. Yes, there are strategies to get you involved immediately, but community outreach works best when it’s genuine, consistent and lasting. Here are some law marketing examples that will help you expand your community presence:
- Workshops at Local Meetings: These should be relevant subject-oriented workshops. Talk about topics that are important to the community. Some people on the West Coast are waiting for “the big one” to rattle them into the ocean. A workshop on how to be prepared for a natural disaster might generate a lot of buzz, especially since it’s rarely the legal perspective that people talk about when it comes to disaster planning.
- Local Fair Consultations: This idea isn’t for everyone. In fact, maybe it’s for no one. But it’s an idea that might spur other ideas. What if you had a booth at your local county fair? How many lawyer booths have you seen at your local fair? Few if any, right? That means there’s little competition. And if you’re a creative lawyer willing to brand yourself in unique ways, you might even get a lot of free exposure with some cool give-aways like branded tshirts, water bottles or pens emblazoned with your logo. If this piques your interest, consider all the angles and ethical rules, then have fun getting to know people and showing off your personality. Do it right and you’ll be a positive memory that might pay off in the future.
- Community Outreach: By participating in pro bono events (or better yet, hosting and promoting your own pro bono events) shows your community that you’re more than just a profit-centric attorney. Empathy and understanding lead to likability, and likability leads to new clients. When you can support your community on a regular basis, individuals are more likely to come to you instead of spending their money with people who aren’t as community-conscious.
- Coaching Mock Trials: A great place to meet potential clients is high school. Kids have parents, and parents have soft spot for people who genuinely help their kids succeed. Coaching and judging mock trial competitions is not only fun, but it’s a great way to impress kids who will brag about their “coach” to their parents. It’s a great way to build name-recognition…and if you’re in it for the long-term, you’re already connecting with the next generation of prospective clients.
- Teaching at a College Level: Unless your personality is less exciting than watching paint dry, getting in front of groups of people is a great way to develop relationships and build trust. Teaching public speaking courses should be a fairly easy task for most lawyers. Not only does this expose you to many new prospects, but it keeps your skills sharp. Mix in a few riveting legal stories (without violating any attorney client confidentiality) and you’ll their go-to lawyer when the need arises.
- Trade Associations: If you spend most of your networking time networking with other lawyers, you’re leaving the rest of the world for your competition. Identify professional groups or trade associations that might have large numbers of potential clients and become a member. Do you work with bankers, entrepreneurs, computer programmers, small business owners? All of these groups are present in local Chambers of Commerce and they all have industry-specific trade associations. Visit them on their turf. Give a free presentation on a topic of interest. They’ll remember you.
Whether you like these ideas or not, this is just the tip of the iceberg. Don’t accept or reject any ideas at face value, but use them to generate other ideas. Be creative and do something that not only builds your credibility but lets you stand out from the crowd. This type of law marketing is community based and takes time to develop, but it doesn’t require a lot of money, the payoff can be impressive and it can be a lot of fun.
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