Successful Lawyer Marketing Requires Relentless Follow-Up (Part A)

If you came here for a miracle solution to your marketing strategy this article is going to disappoint you, because I'm going to introduce a whole lot more work for you to put into your legal marketing campaign. There's no one-step trick to becoming an overnight marketing success.

Remember the old saying, "If it's worth having, it's worth working for?" well, it's true. To get the kind of clients you want to work with, and the time off to spend with family doing things you enjoy, you have to work hard to get there.

Everybody's Different and Advertising Should Reflect That

As I said, there's no one thing that will instantly fix your marketing campaign and get the ideal clients knocking at your door. Just how everyone learns differently, everyone also absorbs advertising differently. Some people have photographic memories, others are more impacted by what they hear, and then there are those who are swayed by who has the shiniest advertisement.

You need to appeal to your ideal client through a multi-pronged marketing campaign
, because among the hundreds or thousands of eyes, ears and minds you can reach, among them are the handful of ideal clients that want you but just don't know it yet.

The advantages of a multi-step, multi-media marketing system are:


  • it differentiates you from lawyers who use only traditional methods
  • you become the trendsetter in your area when you use a new method
  • you can weed out the clients you hate dealing with by forcing them to qualify for your representation
  • the clients you do end up with are the ones with more value per client, reducing your case load while still earning money

Multimedia Means Work

I told you that you're going to have to work on this marketing campaign in order for it to work for you. You're going to have to be in this for the long run, because after studying my own use of this marketing campaign, I found most clients take anywhere from 2 to 12 months from the initial marketing contact to sign a contract.

How do I end up being their lawyer of choice? Why didn't they end up with another lawyer in those 11 months? How did they even remember me? Read on to find out how to keep yourself fresh in the client's mind without being an eyesore.

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