Establishing a Marketing Sequence for Your Law Firm

Ok, your client has made the initial contact.  You know that Bob Smith at 123 Main Street has stood up, raised his hand, and asked you for some information.  Now what should you do?


The first step is to have a good system in place.  If you’ve got one of those, Bob’s name lands in your database first.  All his information (name, address, e-mail, phone number) is captured and he’s ready to go through your marketing funnel.  Without the system, Bob is more than likely going to get lost in the shuffle sometime in the next 10 days and you’ll never hear from him (or about his case) again.


Once Bob is in the system, the rest of the process should take care of itself.  Bob gets your first big envelope of information which contains pretty much everything you would have told him about yourself and your practice in his initial consult: testimonials, verdicts and settlements, articles you’ve written, and articles about you.  (Check with your state bar ethics committee, but in most states even if you aren’t allowed to use these things in direct, unsolicited marketing, once the client has stood up and requested the information about you, you may send him anything that isn’t deceptive or misleading.)


Then, over the next two weeks or so, Bob gets a series of emails and snail mails (automatically generated) from your office with some additional reports (like “Mistakes Claimants make with their Doctors,” FAQs, “What the Insurance Rep Doesn’t tell You”).  What you shouldn’t do with your follow-up marketing is pressure the client.  I’ve seen guys send out stuff like “Call us now,” “Time is running out,” etc.  This type of marketing is foolish.


About a week into the sequence, you should have a staff member give them a follow-up call.  First, you want to make sure they’re getting the packages they requested.  Second, you want to test the waters and see if there’s a client there.  Sometimes it will be someone who just saw free info and wanted to read it.  Sometimes it will be someone who needs a referral from a completely different area of the law that you practice and just wanted to know how to hire a lawyer.


Even if its someone who ultimately isn’t looking for someone in your niche now you want your database to capture that name and keep it forever.  The name is invaluable.  Once you’ve got the name (and it’s a name that requested information from you – not a name you bought from some list) you should be getting them your newsletter 12-18 times a year.

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