You should advertise carefully or risk taking on cases you don't want.We believe that advertising that you will take any case may backfire. We understand that you are licensed to take any case in your state, but do you want the small fender-bender case upstate or the slip-and-fall four counties away?

A more selective approach can be in your best interest, both personally and financially. If you aren’t eager to take the majority of cases in your state, then your marketing should be more focused. Otherwise, you risk wasting a lot of money on advertising that doesn’t get you the cases that you want, and you will lose a lot of time weeding out the clients you don’t want to represent.

Instead, you should spend your advertising dollars and energy attracting the type of clients that you want. You may be able to broaden the prospective client base that you seek by having your attorney marketing accurately reflect your practice areas and geographic area. That way more of the clients who have the cases you want to take can find you!

A tighter focus on your niche practice area and geographically targeted advertising can mean more time practicing law, rather than traveling on the road. And isn’t that why you chose this career, after all?

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