Four or five years ago a business partner bought me a magazine subscription as a gift. After a year, the subscription ran out. I didn’t renew it but I continued to get the magazine each month, and still do.
It’s no secret why the publisher continues to mail the magazine to lapsed subscribers. They earn most of their money through advertising, renting their list, and selling other products. The more “subscribers” on their rolls, the more they earn.
Business 101.
So how can you use this strategy to build your practice? What can you give away that will bring you more clients and more revenue?
How about your services?
Do you have (or could you cobble together) a free service that is likely to lead to paid services? Example: a free simple will package, because a certain percentage of those new clients will need a trust or other services.
More examples: first hour free, first collection case free, free incorporation, free consultation.
Like the magazine publisher, it’s not how much you give away, it’s how much you earn on the back end.
Onward.
Do you volunteer time on committees or to raise funds for a cause? If not, you might look into doing that, not just because you want to help the organization or cause but because you get something in return.
You get to meet people who can hire you, refer you, or introduce you. You get invited to write or speak or be interviewed, exposing you to other people’s clients, customers, and subscribers. You get to be seen in the public eye, associated with a worthy cause.
Yes?
Okay, what else can you give away?
Information. Reports, books, videos, blog posts, articles, and so on. Give them away and get traffic to your website, new social media followers and newsletter subscribers, and new clients who consume your content and sell themselves on hiring you.
Give away lots of information and get lots of traffic to your website, new social media followers and newsletter subscribers, and new clients who consume your content and sell themselves on hiring you.
They read, they like, they call. They also share with other people who need your help.
So yeah, free is a viable marketing strategy for lawyers. And yeah, that’s free advice I’m giving you.
Legal marketing made simple
