Your Uncle died. It’s sad, but he was 102 and lived a good life. In his Will, he left you $1,000,000, but there is one condition. You only get the money if you spend it all on advertising your law practice.
You can spend it on any kind of advertising you want. Magazines, newspapers, direct mail, TV, online banner ads–whatever you want. You can spend it all at once or set up a monthly budget. But you must spend all of it in one year or less. (This is starting to sound like a movie.)
If you already advertise, or you have always wanted to, you’re probably dancing around the room right now. Imagine how much business you could bring in with that kind of ad budget!
If you don’t advertise, and have never seriously considered it, would you consider it now?
It’s free money! This could be a life changing opportunity for you. A million dollars, spent wisely, might bring you five million dollars in business.
(If advertising isn’t permitted in your jurisdiction, pretend that it is.)
So, what do you say? Would you say, “No, advertising isn’t appropriate for my practice. I’ll have to pass”? Or would you figure out a way to do it that was appropriate?
If you would figure out a way to do it, if you would spend your Uncle’s million dollars on advertising and you have never considered advertising before, I’d like to know why. Why would you spend someone else’s money but not your own?
Too risky? You don’t know how to do it? You don’t have the money?
You may not have a million dollars to spend on advertising, but do you have $1,000? One or two good ads might bring you $10,000 in new business. So, why haven’t you tried advertising before, or even considered it?
Okay, I’m not trying to talk you into advertising. My point is to get you to think outside the box about marketing your services. Ask yourself, “what am I not doing that might work for me?”
Marketing (anything) is about trying lots of things and seeing what works. You get rid of what doesn’t work and do more of what does.
If you don’t know how to do it, find out. Read, hire someone, or find other attorneys who are doing it and model them. If you don’t have the time, get some help. If there is cost involved, test it on a small scale.
And. . . don’t give up on something the first time it doesn’t work. You may have to do it longer before it does. Study, practice, and try again.
You are a better attorney today than you were the day you were sworn in, aren’t you? Marketing works the same way.
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