8 Steps to Vastly Improve Your Law Firm Marketing

1. Get control of (or start) your client database.  Marketing to people who know you, like you, and find you interesting is far more effective than marketing simply to the ‘masses.'  Thus, you need a database of folks who have said to you, "market to me".  Every time someone asks for information or visits your place of business, their name goes into your database to be marketed over and over again.

2.  Make yourself the "guru" -become an author.  There is no better way to establish yourself as the wise man/woman at the top of the mountain than to become an author.  In today's world of print on demand, you can go from idea to publication of a "real" book in a week.  Do it one time and you'll soon be on your way to becoming a multiple-book author.

3.  There are two types of media, "inbound" and "outbound".  First, perfect your "inbound" media. "Inbound" media is the media consumers are using when they are hunting for you.  Today, it's the internet and (still) the Yellow Pages.  Perfect these media for your business before spending tons of money on "outbound" media.  "Outbound" media is TV, radio, print, and anything else where you are just sending out a message and hoping it hits someone who might just need what your business offers today.

4. Work on making an irresistible offer.  What would almost force the consumer to contact you first?  It should be unique.  For many, that irresistible offer can be an offer of information that will help the consumer solve their problem.  We are in a ‘research' world.

5. Develop your "Shock and Awe" package.  When the consumer raises their hand and says, "I'm interested in what you have to say about my problem," have a multi-media package ready to send to them.  Reports, books, CD's, and video's.  I can almost guarantee that no one else in your market is doing this.

6. Master the Internet (or at least know how to talk to your webmaster).  It doesn't matter how pretty your website is if it isn't on the first page of Google.  As the business owner you need to understand search engine optimization or hire someone who is an expert.  The great thing about this is that it's easy to test.  If you are a dentist in Houston and typing "dentist in Houston" doesn't put you on the first page of Google, then you have work to do.

7. Develop your newsletter system.  There is no better way to stay in constant contact with your database than through an interesting print newsletter mailed (not emailed) monthly.  Don't use a canned newsletter.  Become a personality.  Be interesting.

8.  Associate with folks who do this better than you do.  Most business owners put "learning about marketing" too far down on their list of things to do.  As Michael Gerber says in the E-Myth, we are too busy working "in" the business to work "on" the business.  You have to reverse that and find the time to work "on" your business.  A great way to do this is to find or start a mastermind group of like-minded entrepreneurial business owners who will commit to getting together frequently to help each other think about their businesses and, importantly, their marketing.  This is not a business "cross-referral" group.  This is a thinking group. 



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