Advertising for Lawyers: an Attorney Marketing No-No
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Opinion seems to be fairly divided over the issue of whether or not attorney marketing professionals should opt for heightened, more aggressive and up-to-date advertising strategies for their legal clients. Unfortunately, laws already on the books in many states prohibit a lawyer from advertising their services in the manner that they would prefer, which also greatly affects attorney marketing strategies. Is this fair? Some say no – after all, what is free speech worth if you can't advertise your business, skill or trade in a way that effectively, though appropriately, gets the message across?
Some consumers and opinion polls suggest that attorney marketing emphasizes profit over other things like compassion, character and integrity. A recent article regarding this issue of attorney marketing appeared on the Wall Street Journal's Law Blog. Decide for yourself; but why should lawyers be burdened with prohibited slogans or images? Florida, as the law blog article states, disallows certain images or characterizations to appear in many ads regarding legal attorney marketing services. Too suggestive? Too aggressive?
When attorney marketing experts design and promote campaigns, the purpose is to create powerful images that leave an impact with the consumer. Isn't that what marketing, and even more so, attorney marketing is all about? When it comes to marketing, who will be next to censor or prohibit content for public dissemination? Attorney marketing professionals will definitely be keeping a close eye on this ongoing debate.
Legal Marketing is not What it Used to Be
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At one time, lawyers tried to gain more business based on their own merits and the way that they were respected in the community. Those days are gone. Now, legal marketing has changed the way that lawyers represent themselves to the public. Law firms are starting to get more and more solicitations asking attorneys to compete for a spot on the “best” list, another tactic for law firm marketing.
Any lawyer will admit that the face of legal marketing has changed, and it is now more important than ever for attorneys to carve their names in the minds of the public and find a way to stand out against the other lawyers.Without the right kind of legal marketing, that is not possible.
Unlike the days of placing an advertisement in the Yellow Pages, legal marketing now consists of:
- Making it on a list for top lawyers
- Gaining recognition in a lawyer’s Who’s Who
- Having placement in magazines
Legal marketing has turned into a popularity contest. In order for a lawyer to stay on the top of his game, he needs to be popular with not only the public, but with other lawyers as well.
Legal marketing has changed, and so have lawyers. At one time, lawyers had the job of learning the law and following it. Now, they also have the job being a local celebrity.
Those who fail to take part in the legal marketing of today fall behind and do not get the clients they need to keep their business afloat. Therefore, lawyers have resigned themselves to the fact that they are going to have to embrace their new found celebrity status.
New Approaches to Legal Marketing
When it comes to legal marketing, lawyers today understand the essentials of communicating with clients. Unfortunately, many attorneys forget that their clients are everyday people who don't understand legal jargon, concepts, and the intricacies of case law. In order to help provide greater understanding and credibility, legal marketing teams are encouraging law firms to adopt "storytelling" to help bring a human face to the legal industry.
Legal marketing professionals know this concept works exceptionally well for female lawyers. In addition, by suggesting that attorneys add flexible work hours to their business strategies, legal marketing teams are seeing an increase in client satisfaction, which benefits everyone. Initiatives from Flex-Time Lawyers and Working Mother offer a "more balanced solution" to both legal professionals and their clients through this method.
Legal marketing teams encourage expressing compassion and care to address the needs of today's society. As such, both male and female attorneys are encouraged by legal marketing experts to communicate through "stories" to increase greater understanding of legal issues as well as a sense of emotional attachment and concern.
These "stories" are actual case studies through which legal marketing teams and lawyers share with potential or existing clients other scenarios or examples of individuals who benefited from various legal services. Writes Paramjit Mahli, of Sun Communications Group, stories serve to "inspire, motivate and persuade" an audience to take action. Legal marketing experts encourage all law firms to buff up their communication skills to increase client loyalty, satisfaction and happiness.
Page Ranking: How It Can Effect Legal Marketing
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Recently, news about FindLaw’s page rank scandal has generated uproar with the online public.Page ranking is an essential part of legal marketing and search engine optimization which helps generate increased online visibility. The higher a legal website appears on Google or on other search engines, the more noticed it becomes to searchers.
According to Google, one of the taboos in search engine optimization is buying or selling links that bypass page ranking systems and guidelines for search results. Creating quality inbound links is essential to the reputation and value of website content. Law firm marketing experts understand this concept. Google explains that buying and selling links is fine for advertising purposes. Charging others for links is unacceptable in Google's eyes, and may result in a damaged reputation. FindLaw, one of the highest-ranked legal marketing websites and resource sites on the Internet, has apparently broken these rules.
FindLaw has received widespread criticism upon the discovery of this practice, which was initiated by attorney and lawyer websites. Legal marketing experts frown upon such practices because it damages the reputation for many online businesses. Legal marketing consultants should never suggest clients to purchase links such as these.When following a legal marketing plan, never purchase links just because the website has a high page rank.
Do not take a chance of damaging your online reputation! Make a promise to yourself today that you will learn the proper and most effective legal marketing strategies.
Search Engine Optimization and Law Firm Marketing: the Right Way and the Wrong Way
Lawyers, attorneys, and law firms need to be aware of how they market. There is a right way and a wrong way to perform search engine optimization and law firm marketing. Links purchased for advertising are acceptable as long as they are designated for the sole purpose of law firm marketing. Unfortunately, Findlaw has been caught buying and selling links that directly violate Google Webmaster guidelines. This may negatively affect legal websites or law firm marketing 'professionals' who have purchased the hardcode links from Findlaw.
Findlaw is a leading legal resource portal for services that provide law information and resources for law firm marketing. What exactly did Findlaw do that was so wrong? Basically, they sent unsolicited e-mails to both lawyers and search engine optimization professionals selling a search engine marketing program (SEM). For a fee, law firms could receive coded links to help increase search engine rankings. In addition, law firms trying to get a jump on law firm marketing results and who received such services were also "allowed to submit up to five articles to be placed" within Findlaw's website with an additional five links.
Selling links is against Google's Webmaster guidelines. Such practices are considered link spamming, which doesn't help law firm marketing in the least. The reputation of Findlaw and the websites that purchased such links may suffer. When engaging in law firm marketing techniques, do the right thing. Know the rules and follow them!
Using Proven Legal Marketing Strategies to be the Lawyer you always wanted to be
Solo by Choice: How to be the lawyer you always wanted to be,by Carolyn Elefant, offers a lot of great legal marketing advice. The 300-page book offers legal marketing counsel beginning with the basics; such as tips on deciding if you want to remain a solo practitioner or expand your practice. Other interesting topics include: “legal marketing makes you a better lawyer’ and “law firm marketing gives you more control over your practice”.
Sometimes Elefant points out the obvious, “The law is as much a business as it is a profession”; even then, though the author doles out good legal marketing advice. When attorneys keep uppermost in their minds that they are, indeed, running a business, they will be unlikely to overlook the vast importance of legal marketing. The author talks openly about the importance of building a client-centered practice and her tips on developing a good “bedside manner” are worth following. Most legal marketing professionals know much of this information, but sometimes forget to put it into practice. Tips include:
- Listen
- Explain
- Don’t nickel and dime
- Be responsive
- Show interest
- Thank clients for their cooperation.
This may seem like rudimentary legal marketing advice, but how often do attorneys forget to stick to the basics?
The book is a ‘good read’ and provides nuggets of proven law firm marketing strategies throughout. Elefant writes about the importance of focusing on the client’s needs rather than your own and offers insightful examples of how this basic legal marketing technique can lead to your firm’s increasing success.
Law Firm Marketing Suffers Without Proper Follow-up
Legal marketing experts often tout the importance of presenting interesting, substantive legal marketing seminars. Hosting seminars, booking speaking engagements and participating in trade group meetings are all, in fact, great legal marketing strategies. According to Johnny Manriquez, Esq., Sales Attorney for Scholefield Associates, P.C. in San Diego, California, failing to follow up with clients after these events is not uncommon for many attorneys. The lack of follow-up is quite costly to any legal marketing plan. Hoping that you have impressed attendees enough to call you and simply waiting for the phone to ring is, in effect, directly sabotaging legal marketing efforts. In his blog posting, Manriquez offers interesting insight into how some law firm marketing seems destined to fail.
After legal marketing events, Manriquez says “many lawyers fail to take the logical next steps”:
- “Further qualifying attendees and asking for future business”. This mistake can put a monkey wrench in even the best planned legal marketing business plan.
- “Ignoring or taking a passive approach to new business”. If law firm marketing techniques are expected to work, no firm can take a “wait and see if they call us” approach. While that approach to legal marketing might have been somewhat effective in the past, it is no longer – not in this super-competitive environment.
Passivity has no place in today’s law firm marketing; legal firms must take a decidedly active approach instead. To learn more about conducting professional and productive legal marketing seminars, please pay a visit to The Rainmaker Institute’s comprehensive and informative website.
Networking Remains an Effective Legal Marketing Strategy
In a recent article published in the American Bar Association Journal entitled “These Associates Say it is Never Too Early to Start Rainmaking”, a number of attorneys shared their successful legal marketing strategies. Each lawyer interviewed agreed networking was a crucial part of their law firm marketing business plan. The techniques of these legal marketing practitioners may differ, but the goal was the same; networking to build their client base.
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California attorneys spoke openly about their law firm marketing strategies. Connie Merriett said she approaches every social event as a networking opportunity; Connie has even been known to employ legal marketing techniques at her child’s T-ball games. Other attorneys spoke of legal marketing success attained through volunteering and by participating in local government or their chambers of commerce.
The point is: successful law firm marketing requires you to view every social interaction as a potential networking opportunity. We, at the Rainmaker Institute, have recognized all along the importance of networking as a source of referrals. Sometimes lawyers tend to over-complicate things; legal marketing success can be as simple as asking your neighbors if they know anyone who could use your services. Legal marketing experts agree that we must take every opportunity to reach new clients. It might be as simple as talking to other parents at sporting events, like Connie Merriett did.
Attracting and retaining new clients is central to any legal marketing plan. Getting involved in community activities and getting your law firm’s name “out there” is critical to your legal marketing efforts.
Retaining Clients is Critical to Law Firm Marketing
Congratulations, you have landed some great clients through your law firm marketing efforts. The work is not over, not by a long shot; now you have to work to keep them.
Law firm marketing can be time consuming. New clients require more of your time so you will need to learn to incorporate workflow and time management into your legal marketing strategy.
The following law firm marketing strategies will help you maintain a good working relationship with new clients:
- Begin working on the case immediately; spend time the same day they sign-up, or at the latest the following day. This is critical to your law firm marketing efforts.
- Within 48-hours of taking the case, send the client some form of time –stamped, written communication on all work being performed.
- Within one week of landing a new client, send out a one-page survey.
- At the completion of a case, send out a client satisfaction survey. This is a great law firm marketing strategy that will help you maintain contact and get valuable feedback.
- Send the client a hand-written “Thank You” card. Send the card out the same day the client selects you and be certain you write the note and sign it yourself.
Your law firm marketing efforts will pay off and make you stand out from your competitors. You must show, through your law firm marketing efforts that you care; the best way you can do this is to communicate, communicate and then communicate some more.
"The Rainmaker Advisor": A Step-by-Step Attorney Marketing Magazine is NOW Available!
I am happy to announce that our new attorney marketing publication, “The Rainmaker Advisor”, has been warmly received by the attorney marketing industry. The brand new publication has already received abundant critical acclaim as well.
The Rainmaker Advisor is a magazine with a completely unique competitive edge. This magazineis more like a step-by-step attorney marketing manual. I developed this magazine for the sole purpose of assisting attorneys with accomplishing their law firm marketing goals. I have coached and trained well over 6,000 lawyers in every practice area and I know that the information provided for attorneys in this magazine will be very beneficial in their attorney marketing efforts.
Whether you are a personal injury attorney in a solo practice or a litigator in a small firm, the attorney marketing principles and techniques that you will learn in each issue of The Rainmaker Advisor will do for you what they have already done for thousands of successful attorneys across the country. These attorney marketing tips, along with well-guarded industry secrets, will help you and your firm to achieve higher levels of success than you may have dreamed possible.
Among many informative articles in the inaugural issue is:
5 Strategies for “Reality-based” Attorney Marketing
Ruth Klein is a branding, marketing, publicity and time management consultant to law firms and business professionals ranging from solo entrepreneurs to the Fortune 500. As an award-winning business owner with a master's degree in clinical psychology, Klein brings her unique, results-driven insights, expertise and practical solutions to her clients.
Developing Your Key Law Firm Marketing Strategies
Every lawyer I know is aware that they must have their law firm marketing strategies in place if they wish to succeed. Unfortunately, not every one knows how to go about developing a law firm marketing plan. Having worked with thousands of attorneys over the years, I am pleased to share a couple of the basics 
that I know are critical to law firm marketing.
Before you can begin to market your service, you must understand it yourself. That is to say, you (and every member of your firm) should be able to answer any and all questions about your firm. Everyone you work with should be able to describe (in detail) the services you offer. I’ve seen far too many firms who don’t spread the word about their services beyond their boardrooms. Anyone in your firm who has any type of contact with the public (including receptionists, administrative assistants, etc.) needs to be privy to your law firm marketing strategies.
Consider the cost of your services carefully. You may wish to conduct a small law firm marketing survey to ascertain what the competition is charging. If you are just starting out and can afford to do it, try to keep your rates competitive. On the other hand, if your clientele is going to be very “high-end”, you may be able to charge top dollar. Some firms would rather have five high-end clients than fifty who fall somewhere in the middle. Identifying your pricing will be an important component of your law firm marketing efforts.
All law firms want to succeed; you’ll have a far better chance of doing so if you understand and implement key law firm marketing strategies.
Why Your Attorney Marketing Requires a Website
Attorney marketing experts agree, there are only two types of law firms (when in comes to how they market their services):
- Those that have a website
- Those that are left behind
If you think that view is overly-simplistic, you might want to think again. After all, your local dry cleaning store and dog groomers probably have a website. As a professional in attorney marketing, shouldn’t you too? If you don’t have a website, you run the risk of being perceived as unprofessional or as a fly-by-night operation and that is not a chance you can afford to take.
You don’t have to have a big, splashy website; you just need to have one if you expect your attorney marketing efforts to succeed. Your online presence will be greatly enhanced just by having an attorney marketing plan, period.
If this is your first attorney marketing website, keep it simple (to begin with; you can get into more detail as time goes on):
- Think of your website as a tool in your attorney marketing “tool kit”
- Think of it as a brochure of sorts; spelling out the key components of what you have to offer
- Remember, your attorney marketing website is an excellent place for you to direct referral sources and clients
If you’re up for the challenge, you can easily develop a basic website yourself. The most important advice: make sure it is professional; check for spelling, grammar, correct phone numbers, typos, etc. Recent software advances will make it easy and expensive for you to develop your attorney marketing website.
