Add Your Natural Network to Your Law Firms Marketing

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The easiest way to bring new business into your law firm is to talk to people in your natural network. Your natural network is simply a database of people who know you, like you and trust you.

Members of your natural network include: friends, family, business vendors, past clients, people from your life and your work.  These people may know someone who can benefit from the value you provide.

Reach out to this network of people who know you, like you and trust you and re-introduce yourself to them. Doing this is easy and usually produces rapid results.  The best way to engage these folks is to call each person on the telephone.  Here’s how to initiate the call:

“Hi this is [insert your name here]. I’m just calling to catch up with you.  How are you? What’s new?  What’s going on in your life/business?”

These people will give you an update on what’s going on in their lives. They’ll give you an update on what’s going on in their business. Then they will naturally ask what’s going on with you. Then you can say something like:

“I’m glad you asked. Here’s what I’m doing now,” and you talk about how you provide value to your clients.”

In my case I usually say something like:

“I’m glad you asked. I’m providing great information to people who are building professional practices. So I work with doctors, I work with lawyers, I work with people who are independent professionals. I work with people in large firms and small firms and I help them make a great living and live a great life.

I do this by working on business tactic, practice management, time management, efficiency, effectiveness, workflow management and every other aspect related to their business. That’s what I do. If you know of anybody who’s looking for these services, just give me a call and I’ll be happy to reach out to them on your behalf and I’ll treat them just like I would treat you, just like I treat members of my family. They will get VIP treatment from me.”

That’s the whole call. First you see if there’s something you can do for them. Then you tell them about yourself, your law firm, and tell them about the value you provide.

Now here are the results you can expect:  In your natural network, let’s say there are 250 people. Ten of those people will know somebody right off the top of their head who they can refer you to and five of those people, may become clients instantly.

Think about that for a moment. This is law firm marketing but all you’re doing is calling and catching up with friends and reaching out to people you know and you’re going to get five clients from it.

Many people you speak with during this process will not immediately be able to think of someone to whom they can refer you.  That’s not unusual.  In those cases, consider this the beginning of an ongoing communication process.  Take advantage of this opportunity to reconnect and return to the forefront of the mind of people with whom you’ve lost touch.

The purpose of reaching out to people in your natural network is not just to see if they can refer any business to you.  A secondary purpose of this outreach is to get permission from your network to contact them on a regular basis and stay in touch. This is critical and it’s the next step in your law firm marketing plan.

You are going to create a follow-up system and use that system to stay “top of mind” with people.