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

• Email This
• Print
• Comments
• Trackbacks
• Share Link

Everyone is cash-conscious these days.  If you’re like most attorneys in small and solo law firms, you’re working harder than ever before just to get the same amount of business.  Here are some specific strategies to help you bootstrap your way to marketing success:

Done is Better Than Perfect.  When it comes to marketing your law firm, almost is almost always good enough!  Get your website or blog to the point where it’s good enough and then launch it!  You can always tinker with the photos at a later time.

I have encountered far too many attorneys who micromanage the marketing process to the point where nothing is done.  Which means, of course, nothing is accomplished.

Niche Your Practice to Get on the Fast Path to Riches
.  I know you have heard me say this before, and I know you continue to resist it.  However, the more you can target a specific niche, the easier you can dominate your target and the faster you can gain recognition as an expert.

Here's an example of a poorly defined niche: small business owners in Phoenix who need an estate plan.  Here’s how to locate a better target: physicians in Phoenix who own a medical practice, gross at least $500,000 annually, and need asset protection strategies to grow and preserve their wealth.

Including highly specific categories in your niche will keep you on track, plus it’s easier to identify who these people or businesses are, so be sure you specify a profession or industry, geographical location, annual revenues, and core challenges.

Look at What the Crowd is Doing and Do the Opposite
.  Many of my best marketing strategies are based on contrarian thinking.  I often tell my clients to look at what their competitors are doing and do the opposite.

Right now, I have heard some attorneys say they are doubling their advertising spend, believing that since they can negotiate a good deal they should buy more of it.  That’s good news for you.  Not only is advertising generally ineffective in growing a law firm, but they are wasting their precious cash flow while you are investing it wisely on strategies that actually work.

Emphasize Price at Your Own Peril. 
This is not the time to reduce your rates just to pull a few more clients in the door.  It’s often the price shoppers who are the most demanding, take up more of your time, complain more frequently, and are slow payers.

By emphasizing your price and targeting the lower end of the marketplace, you kill your profit margins and destroy your chances at long-term wealth.  Emphasize price at your own peril.

+++++++++++++++++++++++++++++++++++++++++++++++

Stop Wasting Precious Time and Money

Feel like you don’t have time for marketing?  Let us show you how to make a plan that runs on “autopilot” – one that attracts new and lucrative clients while you focus on your practice.

Learn how easy it can be to create an effective law firm marketing plan that performs by getting our Free Guide: 5 Easy Steps to Create Your Law Firm Marketing Plan. 

After working with many ultra-successful lawyers we found five common threads in their marketing plans. This guide outlines these shared elements to provide insight into strategies that work and how to make them work for you.

There are two versions: one for Attorneys in Solo Practice and one for Attorneys in a Small Firm.  Click here to download, and start using these proven strategies today!