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One of the main points I try to hammer home to my clients is the value of their database. This is a central point in marketing for lawyers. Everyone you meet has the potential to refer business to you. After you meet them you should immediately add them to your follow up sequence and then put them into your database.
In marketing language we refer to the database as your list. This term encompasses the various lists you have in your database. So for the purposes of this discussion when I say “the list” I mean all the lists in your database.
The value of your list comes from the personal, frequent communication you have with them. As I have said many, many times, I believe in weekly email and monthly print newsletters to foster this relationship. Frequency of communication builds trust.
If you buy into the value of the list, you will then do everything you can to focus on building your list over time. This shifts your marketing focus from trying to sell someone on your services as a lawyer the first time you meet them, to simply getting them onto your list and building a relationship with them over the long term.
The reason for taking the long term relationship building route is valuable is because even if you do not ever secure them as a client, you may get referrals from them now and in the future.
In marketing for lawyers the list is gold. Get a database together and communicate with the people on it as frequently as possible. Once you have their trust, the business will follow.