My local Chamber of Commerce puts out a weekly email newsletter. It features upcoming events such as networking mixers, charity golf tournaments, and a meet and greet with our mayor. It also welcomes and lists new members.
If I were still practicing, I would contact the new members, congratulate them on their new business, and welcome them to the community. If they aren’t a new business, I would congratulate them on joining the chamber.
If they are new, I’d ask if they are having a grand opening. If they aren’t new, I’d ask about any current sale or promotion. Then, I’d mention this in my newsletter and post it on my blog.
It doesn’t matter whether I handle business matters or consumer matters, or that they already have a lawyer. They have customers and vendors and business contacts who may need a lawyer, now or in the future. They joined the chamber to meet other businesses and some of those businesses might need a lawyer, or have customers who do.
I’d ask what kind of customers or clients they wanted and do my best to send them some referrals. I’d introduce the owner or manager of the business to other business owners and professionals in the market.
Do you think some of these business owners and professionals might also introduce me to other business owners and professionals they have met? Is it possible they might have some referrals for me? Do you think they might offer me some kind of special deal I could pass along to my clients and prospects?
Yes or yes?
How many other attorneys do this? Approximately zero. You can be the one and only.
You can start with a short phone call. Leave a message if you need to. Or send an email. Don’t pitch anything, just welcome them. If you speak to them, ask about their business. If you hit it off with them, meet them for coffee.
Marketing is easy. Lawyers are difficult.
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