Exhibit 22 The Ten Most Effective Law Firm Marketing Techniques

• Library: Building Rainmakers: The Definitive Guide to Business Development for Lawyers (ABA) (2016 Ed.)

Exhibit 22 The Ten Most Effective Law Firm Marketing Techniques

By Larry Bodine

Many lawyers don't get new clients and files because they don't do enough business development activities, or they waste time on the wrong activities, or they don't get face-to-face with potential clients.

What you'll read next are the most effective marketing techniques. These tips are based on scientific research that I have conducted where we asked 377 marketing partners and marketing professionals in the professional services fields what they did that worked. I'm going to cover 10 particular points.

Number one: You have to spend at least 2.5 percent of your gross revenues on marketing. Otherwise, you're just pretending to market.

That 2.5 percent does not include the salaries of any of the people that you may have hired to perform the work. This is money that is spent on generating new business, on taking clients out to lunch, on visiting clients - it's all direct marketing activities. You have to put your money where your mouth is. If you're not spending 2.5 percent, you're not being serious about marketing, and you're not going to get any results.

The second technique is to put video on your website. The reason that I bring this up is you may have noticed that YouTube is sponsoring presidential debates. It's the number four most popular website online on the internet. That's because roughly 30 percent of the population has grown up with the internet always present in their lives. Just as I grew up with fax machines, touch-tone phones, and microwave ovens - they were something I always accepted as being there. All of these people - the 30 percent of the population that has always had the internet - are looking for video. That's what they expect. It's very easy to record a video and put it online. If you don't have any video on your site, you're really missing a good trick. It's a great opportunity to...