The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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With your ezine going well, it’s time to turn your attention to using the power of the media to highlight your accomplishments and to create a more visible platform for your firm.

Here are 3 benefits of using the power of the media as part of your marketing strategy:

1. It imparts credibility. When a reporter writes an article on you, this is known as “third party endorsement” and is perceived by potential clients as more credible than an ad placed by you with the same information.
   
   
2. Positions you as the expert.  This goes along with point #1, imparting credibility. So your goal is to seek out journalists covering stories related to corporate America or events where you have the opportunity to leverage and establish yourself as the authority. Journalists often cite three experts. Regardless of the topic, one expert is on the left, another is on the right and one offers a general answer to the effect that “more research is needed before an opinion can be formed.”
   
   
3. Adds another “touch.” Marketing research has shown that it takes an average of 7 times (or 7 “touches) until a potential client does business with you. By using the media, this can be on of your “touches” with the added benefit of it not costing you a dime, unlike advertising.
   

Using media as part of your marketing mix plays a huge role in your success. Remember, it’s crucial to “touch” your clients and prospects consistently to ensure they think of you when the need for legal representation arises.

In my next blog post, I’ll give you specific ways you can get media attention.

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