10Simple Secrets of Legal Marketing

As I have spoken to law firm marketers and attorneys over the past several months, the lament is very similar: “I don’t really know what I need to do to develop business.”

trophyBut when you break it down, it really is pretty simple.

Attorneys are professionals, and people expect two things from them — a trusting relationship, and delivery of exceptional services. That’s pretty straightforward.

So, when developing business plans with and for attorneys, the marketer has a similarly straightforward job. The business plan breaks down into two segments: Ways to develop trust, and ways to deliver exceptional legal services.

Ways to develop trust

Karen Hough of Improve Edge has identified five key areas for developing trust:

  1. Benevolence
  2. Honesty
  3. Openness
  4. Reliability
  5. Competence

Many of these are personal traits that either exist in your character or not. Be kind, be honest, be open, be reliable. Demonstrate these traits by being genuine and be there for the person or client. Follow-though on commitments and deliver services reliably and competently.

Ways to deliver exceptional legal services

  1. First and foremost, know your area of practice well.
  2. Next, know your colleagues’ areas of practice well enough to refer people to them when they need other services.
  3. Demonstrate your knowledge through writing, speaking, blogging and providing content in your area of the law.
  4. Anticipate needs of your clients and prospective clients. Send them information when you see something that may be helpful to them.
  5. Be where your clients or prospective clients are — whether physically or virtually through social media.

When preparing business plans, keep these 10 factors in mind and develop your strategy by addressing ways to accomplish each of them. It’s just that simple.