Hey Lawyer I have a problem…
I have a problem…
Those are the magic words every attorney wants to hear. Unfortunately many of the people who have problems you can solve don’t even know you exist.
So what is an ambitious, ethical attorney supposed to do to gain some visibility?
Here are three things you can do RIGHT NOW to gain greater exposure within your community:
Market to Your Referral Sources
All attorneys have a natural pool of referral sources that should be regularly reminded of your value proposition.
For example:
Real Estate brokers and loan officers should regularly receive communication from Real Estate Attorneys.
Trust and Estate Attorneys should be well known in the local community of financial advisors, insurance professionals and accounts.
Personal Injury Attorneys should reach out to other attorneys, doctors, chiropractors, members of the local clergy and bartenders.
Criminal Defense Attorneys should be well known within the courthouse. Bailiffs, guards, clerks, court reporters and process servers should all be treated like potential clients since they see and hear many of the people who may need your services.
There is a list equally as long for each and every practice area specialty. Market to your referral sources just as hard as you would market to potential clients.
Educate the Community
Hold educational seminars whenever possible. Host these seminars on your own as well as in conjunction with other attorneys or referral sources. These seminars serve two purposes:
1). They provide valuable information to people who need it.
2). They position you as an expert in your field.
Holding a seminar on a different topic each month gives you a reason to get some folks together in your office. Even if you only have 10-15 people attend, those are now 10-15 “sales people” who will be referring you to their friends and neighbors.
If you can work with a local civic organization or religious group and have them host or sponsor your educational events, you may have a more significant audience and a larger “sales force”.
Write Articles
Look for trade magazines in your niche and submit articles regularly. Many of these publications need content and their editors are thrilled when people send them high-quality information.
Local newspapers often have guest columns written by influential members of the community. Find out how you can become one of those influential people.
Send your newsletter to editors of all trade magazines and local newspapers. You never know who will read it and call with a potential lead.
There are probably twenty more things you can and should be doing to raise your profile in the community. The real key is not so much WHAT you are doing…The key is that YOU ARE doing SOMETHING.
Doing NOTHING is easy. Doing NOTHING gets you the results you already have.
Get up, get going and get clients.
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