Monday, October 18, 2010

More Lorenzo On Marketing

Marketing your practice is essential. Even if all of your new work is from referrals, you still need to stay in touch with your referral sources. If there is any attorney out there that has more work than she handle with no marketing effort, I have not met her.

Fear plays a role in sales. Marketing professionals exploit your fear to sell you marketing services you may not need. When considering marketing options for your practice, operate with insight rather than being driven by fear. To elaborate we turn once again to marketing/rainmaking guru Dave Lorenzo

We should not have to convince small law firm owners about the opportunity to dominate their area of practice by using legal marketing, but we do. There are a few reasons solo and small practice law firms do not spend time and money on marketing. They are:

  • No understanding of legal marketing.
  • They have received bad information about legal marketing.
  • Fear of the investment in legal marketing.

Let’s take a look at each of these reasons and help them work through them.

No Understanding of Legal Marketing

Most lawyers have no concept of what legal marketing is or how legal marketing should be attempted. They do not teach anything about legal marketing in law school. So when an attorney does some research on legal marketing, he finds a great deal of diverse information.

Some of the information is useful but most of it is crap. The Internet is full of false profits in every industry but when it comes to legal marketing these false profits are particularly sneaky. Most of the people who will take a lawyers money or offer a lawyer advice on legal marketing are, in fact, lawyers themselves. This makes them very appealing to the lawyer who needs marketing help.

The danger of hiring a part time lawyer for help with marketing or even worse, hiring a former lawyer for help with marketing, is that you will get wrong information. Most of the lawyer-turned-marketing-gurus do not intentionally give out bad information but they do not have the experience and knowledge to apply an appropriate solution for every practice.

The part time lawyer, part time marketing guru knows what you want to hear and they sell that to you. If they knew about building a law firm they would be doing that full time. If you want to fully understand legal marketing and if you want to pick a set of strategies that will work for you do your research. You can start here at Rainmaker Lawyer and continue at our other legal marketing website Legal Marketing For Lawyers.

Bad Information

There is no shortage of bad information out there about legal marketing. Everywhere you turn there is some guru trying to sell you their Facebook solution for attracting more clients or their Social Media Success System.

Ultimately, you must thoroughly vet the people you listen to. You must review their track record and get a feeling for their ability to build a business. A law firm is a business. If you build it properly it should be an asset that appreciates in value. Your law firm marketing guru should be able to help you build and grow this asset into something you can sell when the time comes.

Look for a legal marketing expert who has a track record of building businesses. If they have done it they can help you do it.

Fear of the Investment in Legal Marketing

The Yellow Pages salesman ruined legal marketing for everyone. Back in the old days the Yellow Pages guy would walk into a law office and walk out with a $12,000 check. Each year several people would call as a result of seeing the ad in the Yellow Pages and the lawyer would attract a couple of clients. This would be enough to keep his interest albeit at a significant expense.

Today the SEO guy is the Yellow Pages equivalent. There are people out there who are promising they will get your website on the first page of Google in three weeks. Lawyers invest in these solutions and they invest heavily. Sometimes they work and the lawyer becomes completely dependent upon them. Most times they are a big waste of money.
This has made the lawyer scared of legitimate legal marketing solutions.

There is no need to fear the expense of legal marketing. You can invest as little money as you’d like and still get great results. Keep in mind that reducing the investment in dollars will most likely mean increasing the investment of your time.

The bottom line on all of this it that you should not feel apprehensive about working with a legal marketing expert. Do your homework and you will make a good decision.
Please click here for Dave's original article.

Please visit hardinglaw.com for more information of Harding & Associates Family Law

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