10 Marketing Tips to Build Your Practice

“What type of law are you going to practice? Where? Do you want a partner? Or will you be on your own?” Those were a few of the questions you were asked when you graduated from law school. And if you had an idea of what you wanted your practice to be and to look like, you may have been able to answer.

Or, perhaps your practice simply grew and years passed and now you’ve decided it’s time to set down those goals and objectives. Get out the yellow legal pad or the iPad, make your list and create a strategic plan. Now that you know where you want to go, start working on marketing. The following steps may help:

1. Marketing, it is said, is a contact sport, so walk out of the office and meet new people. Become active in your local community. Join the Chamber of Commerce, Rotary or other service clubs that interest you and where you can meet people who have the types of legal problems you wish to solve. Go to make as many new friends and acquaintances as you can.

10 easy steps to market your firm

2. Make a list of groups, companies, organizations or companies whose members or     employees might have the sort of legal problems you like to solve. Pick one of the groups to concentrate on for the next three months. To narrow your list, think about what they read, what trade organizations they join, who their competitors are or what legal information they might need.

3. Get active in the trade organizations where you will find most of your clients. Join the organization and volunteer to be active on a committee, particularly the program or publication committees where you can interact with members.

4. Write articles for the trade print or e-newsletter, write a column for your local paper—they are always happy to receive well-written informative articles targeted for their readers.
   
5. Offer to speak at conferences or meetings. In-person presentations are an effective   marketing tactic—talk on legal topics of interest to the group and take lots of business cards.

6. Don’t eat lunch alone. Take people who can help you such as your accountant, lawyers at larger firms, bankers or business owners. Also, contact all your law school classmates, simply to say “hi.” Let them know they type of practice you have and discuss mutual referrals.

7. Draft a budget or financial plan so you can measure your success. Your goals might include increasing revenue by $60,000 opening 5 new files worth $1,000 in revenue per month, or launching a new practice area that will generate $50,000 per year.

8. Create an individual marketing plan. Decide how much you’re going to spend out and how you want to spend it—to fund the lunches, materials for your lectures or costs for on-line marketing. This is not an expense, this is an investment in yourself and your future.

9. Reach out to clients. Make them aware of all the services you provide and they haven't tried yet. And, add to your current practice. Ask yourself “What am I good at? What do I like to do?” and, “Which will my clients buy?” Get the training you need to add the new service. 


law firm marketing suggestions

10. Don’t forget your website. Put your Web address on your business cards, e-mail signature, letterhead and brochures to encourage visitors.


Rainmaking is personal. For some, it comes naturally while for others the skills have to studied and practiced. Find and practice the techniques that work for you. Soon you will be an expert, you’ll meet your goals and your practice will grow.

Love Your Lawyer Day - 3rd Nov, 2017

Several years ago I wrote the following essay encouraging recognition for lawyers. I resurrect it today in honor of Love Your Lawyer Day, celebrated on Nov. 3^rd.

National Lawyer Day. Not Law Day celebrated in May and upon which many of us work, but a day to honor lawyers. Establishing a holiday requires considerable thought and planning. Setting up a holiday to honor lawyers would undoubtedly require extraordinary thought and planning.

Most holidays have colors associated with them. What colors can we associate with lawyers? A quick glance around a courtroom revealed gray, navy blue and black with a touch of red. One disgruntled person suggested gold to represent money. Let us use red for cheeriness and black for black letter law and black robes. Red and black are good strong colors.

National Lawyer Day should have special candy. How about candy in the shape of gavels, scales of justice, palm pilots, cellphones and briefcases? That would work. We could have Pez dispensers designed to represent judges, lawyers or clients.

We need T-shirts emblazoned with “National Lawyer Day—take your lawyer to lunch.” Or, “Have you thanked your lawyer recently?”

And flowers; we need flowers. There are plenty of red flowers. It might be harder to find black flowers. There are deep purple, almost black, irises. And this writer has heard of, but never seen, black orchids. There is, I am sure, a clever horticulturist out there who will find a way to create lawyer-like flowers. They will be expensive.

Lastly, we need a parade. What should be its theme? We could celebrate famous cases and their attorneys. The OJ trial, for example, or a tobacco case. Since we are into reality television, we could have a float entitled “When is it all right to eat your neighbor?” How about a Reasonable Doubt or a proximate cause theme? Or one entitled “My Favorite Tort.”

The Capital Steps can march with their briefcases. The attorneys can walk in the parade to receive the adulation of their grateful clients. Bar associations could sponsor floats. A float honoring the judges would be appropriate.

What day of the month should be designated National Lawyer Day? I suggest a Friday, giving the weekend to recover from the celebration. After all, lawyers are an exciting bunch and need the entire week-end to honor the profession. 

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