The Most Misunderstood Aspect of Law Firm Marketing

• Author: David V. Lorenzo
• Pages: 64-66

§33. Client Attraction Secrets for Lawyers

64

§33.

THE MOS T MIS UN DE RS TO OD AS PE CT OF LAW

FIRM MA RK ET IN G

There is one aspect of law firm marketing that is totally misunderstood. In fact, most people dis-

regard it completely. They think it is a waste of time. They forget to do it, or the just flat out discount

its effectiveness.

This critical component is FOLLOW-UP.

Yes. You read that correctly.

The simple basic process of following up with a prospective client, colleague or referral source

will make you more money than any other marketing technique you will ever employ.

Need some proof?

Follow-up Success Story Number 1

An intellectual property attorney gives between 6 and 10 talks each year to business own-

ers in the publishing and Internet marketing industries. He collects business cards at these talks

in exchange for a free report he distributes via email. He then proceeds to email these SENIOR

EXECUTIVES a weekly email newsletter. About 3 percent unsubscribe over the course of a year.

About 26 percent of his recipients open his email each week. On average, he has retained two new

clients per month from this follow-up process during the past two years. His client lifetime value

exceeds $20,000. So each month, on average, he is acquiring $40,000 in assets from sending four

emails.