Your Legal Marketing Campaign Should Lead Prospects to You

Have you ever thought about the process that individuals go through when looking for an attorney? First, they have to get to the point where they recognize they need legal help. Second, they have to determine what qualifications they need in a lawyer. This second step isn’t the easiest for consumers. Neither is the third step, which is locating the right attorney.

We recognize that there are literally hundreds of lawyers to choose from in our area. So the dilemma becomes, how do you let your prospects know that you have the qualifications they are looking for and that you are the right lawyer for them?

Your legal marketing campaign must direct prospects your way.

Letting Prospects Know You are the Wise Man/Woman at the Top of the Mountain
How do you let people know you are the lawyer they should choose?  You can pay thousands of dollars for a large Yellow Pages ad that basically yells the same message as all the other lawyers ads – “I’ll fight for you!” “We care!” “No recovery, no fee!” You can list the areas in which you practice. In fact, you can even mention where you went to law school and how many years of experience you possess. However, when YOU talk about how great YOU are, it is not as effective. You need to show that you are the wise man/woman at the top of the mountain. Here are some ways to do so:
  1. Send a package of information. This package should include your book and any other educational materials you have created. The key is to lead your prospects to the conclusion that you are an expert by showcasing your knowledge (in your book and other publications).
  2. Use client testimonials and case results. If possible, include both client testimonials and case results on your website. Your prospects will be able to see for themselves the extent of your success. Plus, your clients can do the bragging for you. You don’t have to be the one to talk endlessly about yourself.
  3. Mail a monthly newsletter. Stay in front of your potential clients and continue to show them you are an expert by mailing a monthly newsletter. Your newsletter should contain information that would be of interest to your target market. It is also an opportunity to show your other interests outside of law.

Your Legal Marketing Campaign Should Attract Your Ideal Clients
You don’t have to take every client who walks through your door. You can use your legal marketing campaign to filter through leads, so only your ideal clients are contacting your office.

Don’t miss this conference!
For effective and innovative lawyer marketing tips, sign up for our national 2-day legal marketing conference scheduled for April 2011. You won’t want to miss this one!
Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.