Law Firm Marketing: On Successfully Chasing Prospects Instead of Ambulances
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The new John Grisham novel The Litigators is out and the reviews are good. The author is turning up on all the morning talk shows to promote his new tome, which is about a small law firm of...well, there’s really no other way to say it...ambulance chasers.
CNN interviewed Grisham, who said the spark for his new book was “what seems to be a deluge of lawyers advertising on television. The airwaves are just flooded these days with what I find to be unseemly appeals for cases...I’ve been intrigued with that aspect of the practice of law and advertising in general, and one thing led to another.”
Most people find the kind of attorney advertising Grisham talks about to be distasteful, and are distrustful of lawyers who sell legal services in this fashion. Which is why we have always been an advocate of education-based marketing rather than mass media advertising.
Education-based marketing is one of the most powerful tools at the disposal of lawyers. There is a great amount of basic information you know that prospects want. And there are a number of tools available for you to disseminate this information to them, including:
Blogs – Blogs are a great, inexpensive way to disseminate your knowledge quickly – plus, search engines love blogs because they provide fresh content and are usually very search engine friendly.
Online Article Marketing -- Did you know there are hundreds of websites that will publish your articles for free? All you have to do is submit them and within a matter of weeks you will begin to see your online presence grow. These short, education-based articles are written specifically for your niche. If you can write 500 words on a topic, you can use this simple strategy.
Free Reports -- Think about some of the questions your clients have and put together a short report (three to six pages long), a PowerPoint presentation, or even an audio CD, and offer a free copy to website visitors who give you their contact information. (Remember, if you cannot get visitors to call you directly, the second-best alternative is to persuade them to give you their contact information with permission to contact them.)
This kind of free educational information is a great tool you can use to start building relationships with many people who need your help but aren’t ready to walk in your door. It is not enough simply to offer people a free consultation. Almost every lawyer does that. Take it one step further and give them some great information that will help them think through the issues and challenges they are facing.
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