There is a widely held belief in the legal world that a good law firm should do everything in its power to represent every person in its region who might need a lawyer. “That guy tripped on a curb, here’s my card!” “You want to sue your landlord because you didn’t have hot water for four hours? Let’s get him!” “Think you deserved that job opening? We’ll bring down the whole company!” Well you can’t get paid without clients, right?
However, taking the kind of cases that don’t work for you is a bad idea. Who says you have to take every phone call and every person that walks through your door. You are allowed to be selective with who your clients are going to be.
“But if they leave my office, they’ll go to my competitors!” Then let him have a case that will take three months and won’t get anyone anywhere. Is that how you want to spend your time?
There are types of clients that you like and don’t like, and you know which ones are which. If you can have a successful practice working with good people, and helping them, then stick with what is good for you.
Successful marketing can actually help your client decide whether or not you’re right for each other. Are you an ambulance chaser, or a lawyer who genuinely wants to help a person who’s been wronged by another party? Market yourself how you want to be seen, and the potential clients will find the lawyer that’s right for them.
Ben Glass of Great Legal Marketing offers advice on successful law firm marketing and has a comprehensive strategy for making sure your law firm represents itself the way it should be seen through marketing. More of his strategies can be found in his book, and you can order a free chapter from his book online.