ESQCoach: Marketing Tips for Lawyers

Marketing Your Law Practice in a Tight Economy – Part III

By Terrie S. Wheeler

twheeler@MarketYourLawPractice.com

Pillar III – Increase your Name Recognition

Tip #9 – Stay Involved in Your Community

If you’re not already involved in your local community, consider becoming active in the Chamber of Commerce or the Rotary. Also remember that nonprofit organizations—especially during tough times—want and need dedicated volunteers. What organization in your community interests you? Is it a local food shelf, your place or worship, or an arts organization? Ask colleagues and clients about volunteer and nonprofit board opportunities they might suggest. You will be happily surprised at the number of other professionals who also take an interest in their community.  Being an exceptional volunteer translates in the eyes of your fellow board members as, “Joe/Janice must also be an excellent lawyer!”

Tip #10 – Focus on the Media, Not on Advertising

Have you asked your clients how they originally found you?  More than likely it will not be because of an ad you placed in the local paper.  When the economy is tight, a much more credible and cost-effective way to increase your name recognition is through public relations. Pay attention to the news media and reporters covering the industries you represent.  Four concepts to keep in mind:

1.   Keep members of the media current on happenings at your firm (through regular news releases)

2.   Talk to editors and reporters about being a knowledgeable source they can consult when covering stories involving your highest-level expertise

3.   Develop a timely and relevant story angle and “pitch” editors and reporters to interview you

4.   Identify specific ideas for articles you believe their readers, viewers or listeners need to know, contact the editors, and tell them why you are the best attorney to write an article or to be interviewed on the given topic. 

Tip #11 – Join a Trade Association and Be Active

Based on your Top Ten lists, ask your clients, contacts and referral sources what trade and/or professional associations they belong to.  Join one and make a point of attending the events and meeting other members.  Offer to write for their publication, and speak at their events. Become THE legal resource for their members.  Perception is reality and if members of an industry group perceive you have more knowledge of their business because of your involvement in their industry group, they will hire you over other lawyers they do not perceive know their industry.

What has worked for you to increase your name recognition?

For more information:

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January 23, 2009 - Posted by ESQCoach | Going Solo: Tips on Starting a Law Practice, Lawyers in Transition, Low Cost High Impact Strategies to Market Your Law Practice, Marketing Your Law Practice in a Tight Economy, Stop Procrastinating and Start Marketing! | client satisfaction, client service, communicate with clients, creative marketing solutions, lawyer marketing, marketing for lawyers, marketing in tight economy, new business development, new revenue, PR, reputation, tight economy