A Call to Action As a Call to Arms

In the world of business and law firm marketing, the offer of a free consultation is not enough to seal the deal with potential clients. With hundreds of these free offers across the Internet and the Yellow Pages, should you really expect possible contacts to be excited about talking to a lawyer? How thrilled should they be that lawyers offer their company free of charge? As much the average person wants to hang out with a lawyer, you’re going to have to do a little more than a free consultation to sell yourself with as much competition as there is out there.

So what can you do to go beyond the average lawyer who gives his time away for free? How do you set yourself apart from every other lawyer with so many years of experience or a membership in some law organization the average person has never heard of?

Offer Your Future Clients Something No One Else Will

One of the best ways to set yourself apart from the crowd is to offer information. Information is the name of the game when people are in trouble and looking for answers and help. Having a website with a library of articles in your preferred practice areas lets potential clients know that you know what you’re talking about. If a potential client is looking for help after a car crash, he is more likely to pick the lawyer who gives answers over the lawyer whose website shows him standing in front of a crashed car with his arms crossed.

Posting informational legal articles on the website are good, but offering books is even better. If you can establish yourself as an expert in your field in the eyes of potential clients, it’ll make the game that much easier. If someone has questions about bankruptcy or business law and they find a free book of information online—a book you have authored—you’ll have them hooked. And after that, you have their contact information and can keep them up-to-date with all the latest news and developments in their area of interest. And when they eventually need a lawyer, you’re at the front of the line.

Information is one of the most important commodities in business and law. Be the one to provide that information to potential clients, and you’ll have a place in their hearts, or at least their minds.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.