Want maximum ROI? Know your marketing prerequisites.

PositionCHECKLIST

SPECIAL THANKS TO CONTRIBUTOR DANIEL ROBERTS, WHO PRACTICED LAW IN HOUSTON FOR 25 YEARS. HE CAN BE FOUND AT COACHINGFORLAWYERS.COM.

Don't waste time and money marketing if you are not aptly prepared. Before you start, you need to plan. Here is a legal marketing prerequisites checklist to help maximize your ROI.

* Know Your Attorneys.

Consider your attorneys as individuals and professionals. Ask: how do they perceive their future? Retire at 50? Sail around the world? Become a judge? Enter politics? Become a partner? The lesson here is: Don't waste time and effort marketing an unforeseen or unwanted future.

* Know the Ideal Client(s).

For every attorney, there is an ideal client(s). What is the demographic of the client to ideally serve? For a tax practice, it could be wealthy individuals; for a family law practice, it may be working professional women. For a business transactional practice, it could be smaller businesses with gross sales more than $2,000,000 per year. Take the time to visualize the ideal client. The more you know about the clients to attract, the easier it will be to strategize how to reach them. If you have multiple practice areas, you may have different ideal clients for each practice area.

* Know Your Marketing Tools.

Everyone is different. No one-size-fits-all marketing method will work for every attorney or firm. Find the marketing tools that work best for the firm and for each attorney personally. Here are some examples: public speaking, one-on-one or small group networking, writing articles, blogging, connecting with your existing contacts, staying in touch with past clients, developing your referral network, joining organizations, going to trade association...

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