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This article is one in a five part series. Here are links to all the articles in this series:
Law Firm Marketing Resolution Part 1: Don’t Feel Guilty
Law Firm Marketing Resolution Part 2: Run Your Law Firm Like a Business
Law Firm Marketing Resolution Part 3: Make Marketing a Priority
Law Firm Marketing Resolution Part 4: Pick a Niche and Get Rich
Law Firm Marketing Resolution Part 5: Measure, Manage, Multiply
Law Firm Marketing Resolution: Wrap-up
Law Firm Marketing Resolution 3: Make Marketing a Priority
You must make a conscious effort to build a business.
There are only three ways to grow your law firm:
1. Increase your number of clients
2. Increase the fees you charge each client (average transaction size)
3. Increase the number of matters you handle for each client (frequency of purchase)
Most law firms work on building clients solely through referral, they charge by the hour and they only focus on the matters a client brings them.
Not only is this the lazy way to build a law firm, it is a recipe for struggling through a career that centers on billable hours and constant work.
If you want to have the kind of law firm that continuously grows, regardless of outside events (like a slowing economy) you need to create a steady stream of potential clients running toward your door. This stream of client will pay whatever you ask and they will be your first choice for ALL legal matters —coming to you as a trusted advisor for referrals.
This does not happen by accident. It must be done deliberately.
Rainmaker Lawyers spend a good portion of their time on marketing which makes the three conditions above possible.
How does marketing make these three conditions possible?
Marketing drives qualified perspective client to your doorstep. It also repels clients who don’t meet your criteria. It positions you as an expert who will act in the client’s best interest at all times. This means they come to you when they need help.
This takes frequency of communication, education and aggressive follow-up. That’s the essence of good marketing.
The focus of our work is to help our clients create these conditions. This starts by thinking differently. Can you resolve to open your mind to the thought process that puts marketing as the top priority of your law firm?
If you can, then you have the potential to build a seven figure law firm.