Lawyer Marketing Serves Two Purposes – Attract Today’s Client and Tomorrow’s Case

It would be great if you threw together an attorney advertisement, paid the Yellow Pages representative and started receiving calls from people who were ready to hire you then and there.  That doesn’t happen often and if it does, you’re lucky. 

Your Marketing Goals Should Be Twofold
You have two purposes when it comes to marketing your law firm – to attract today’s clients and tomorrow’s cases.  How do you get tomorrow’s cases?  You do so by getting the names and addresses of people who find your marketing message interesting.  Then, you follow up on a regular basis.

Create Your Database
Not everyone researching lawyers is ready to hire someone right away.  However, they might need an attorney in the future or might know someone who does.  You have to put these people into your database, as they will probably have some value to you later on down the road. 

Follow Up Regularly
It is important that you create a sequenced follow up.  For example, after someone contacts you to ask a question or order a free book, start sending out marketing touches.  You might mail monthly newsletters, postcards, reports, birthday cards and so forth. The key is to stay in front of the people in your database.  Most law firms are not following up after prospects call them, so this definitely gives you an advantage.

Don’t Miss This Conference!
We’ll be talking about more lawyer marketing strategies at our "No Smart Lawyer Left Behind" One-Day Rescue Mission in Chicago, Illinois on December 2, 2010.  For more information, visit  Space is very limited.

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