Innovative Legal Marketing – Advertising to Someone Who Doesn’t Need a Lawyer

You put a lot of work into your marketing plan. You’ve thought about how to reach people who may need your services in an ethical manner and you’ve designed a dynamic website to answer their questions and encourage them to contact you. However, innovative legal marketing requires more than that. It requires you to think outside the box and to take your law firm marketing to the next level. One way to do that is to market to someone who doesn’t  - yet - need a lawyer.

Wait. I thought I was supposed to target my legal marketing efforts. What do you mean?

Targeting your legal marketing and appealing to people who don’t yet need a lawyer are not mutually exclusive. We are not suggesting that you target your attorney marketing to everyone who doesn’t need a lawyer. Instead, we are suggesting that you make your name known and provide useful information to people who may become the type of client that you want in the future.

While identifying those people is not an exact science, there are several ways that you can make this happen depending on your practice area. For example, you could include existing clients to have their friends and family sign up for your newsletter. Whether you choose humor, interesting facts, or other approaches for your newsletter, you want to make it applicable and interesting to both your existing clients and potential future clients. That way when someone has a legal problem in your practice area, they will not have to think about which lawyer to call. They will just call you.

How can I learn more innovative legal marketing ideas?

Marketing to a targeted group of people who do not yet need a lawyer can be an important attorney marketing strategy. To learn more great legal marketing ideas, we invite you to read a FREE chapter of our Great Legal Marketing book and to call an experienced legal marketing consultant directly at 703.591.9829.

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