In these days where everyone has a cellphone fixed to their ears, it can be hard to resist the temptation not to call your clients back immediately. However, you’re going to have to resist the urge if you’re going to focus your law firm’s marketing campaign toward your ideal client.

Many attorneys make the mistake of assuming that if they don’t respond immediately—and personally—to every customer, then that customer will go to another lawyer. They believe that sending the customer an informational packet is “too slow.”

Here is Attorney Ben Glass’s response to what he calls the “I Must Deliver an Immediate Response Syndrome”:

They’re not going anywhere. Clients can take anywhere from 2 to 12 months after first hearing about your firm to signing a contract. Your goal should not be to sign a client just because he wants you—your goal should be to stay in contact to decide if you want to take his case.

Not every case is your “big break.” Many attorneys fear that if they don’t take the little cases, their customers will not come to them when they have a big case. That’s a level of customer loyalty your clients may not have. Would you have an operation performed by the same person who does your yearly checkup?

You will get more of the cases you want by being choosy. Why would you spend thousands of marketing dollars telling your customers that you are different, and then behave just like every other law firm? You won’t be seen as a commodity in your community if you serve everyone who comes in the door.

To learn more about becoming a celebrity lawyer in your town, call 888-791-2150 today or click the link on this page to download a free sample chapter of our Great Legal Marketing book.

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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