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

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When economic times get tough, law firm marketing is often the first line item to be lopped from the budget.

That’s extremely unfortunate, because this is precisely the time when you need to increase the number of clients you’re serving; find new clients in new markets to serve and/or increase the amount of revenue you get from current clients.

And it’s only through law firm marketing that you can do all three. It’s only through law firm marketing that you can help skyrocket your profits. 

So to help you and your law firm through these tough economic times, I want to share with you 20 tips for marketing your law firm.

With this blog post, we’ll cover Tips 16-20.

16.   Be aware of the effect of every message you’re sending – Consistency in your message, your office, your speech and all that revolves around working with a client is vital to building trust in your abilities. This is what is meant by your law firm’s “brand.” Everything related to your business sends a message and modifies the buyer’s image of your company, from your letterhead to the size of your aisles. Control every message and make every message “sing the same song.”

17.   Make everything as attractive as possible – Having a well-designed and appealing law firm website can do wonders as a first impression. So start with an attractive, easily navigable legal website, making everything as comfortable as possible for a client.

18.   Write ads that make people want to know more – Here is where legal marketing expertise can help you determine what to say. Ads are little pieces of seduction, designed to make the buyer want to know more. They don’t have to make the sale; they  just have to get buyers to take the next step. Make them alluring, not weighty.

19.   Use the Internet to market and sell – Most people with computers go there first to research products and check out sellers. Be there, or be left behind.

20.   Be flexible and watch for new opportunities – Even in the legal marketing world, there is always something new and better to try. Take calculated risks when you approach a new marketing method. Turn to legal marketing experts for advice on what kind of opportunities would work best for your firm and your budget; but don’t let your law firm marketing approach be stagnant. Change is constant, creating both dangers and opportunities. Those who do not respond to change do not survive for long.

(My thanks to the Marketing Psychology Group for their article “20 Marketing Tips for Hard Times” that provided the ideas for these tips.)