Some perspective on marketing legal services

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You often hear me say, “marketing is everything we do to get and keep good clients”.

Everything.

In terms of time, it’s mostly the little things we do every day. It’s the way we greet our clients and make them feel welcome. The emails and letters we send to former clients to stay in touch and remember them during the holidays. The articles and blog posts we publish to educate people about the law.

Marketing is also bigger things. Creating a new seminar or ad campaign. Scoping out and joining a new networking group. Recording new videos for your website.

And everything in between.

Most of the little things take little or no time to learn or apply. They are a natural extension of your values and personality, not the application of technique. Treating people with respect is part of who you are, not something you learn in a book.

Creating content for your website requires some time, but not an inordinate amount, given that it’s mostly writing things down you already know and do.

Bigger projects require more time and resources, it’s true, but you don’t do them every day. You outline a new presentation, create the slides or handouts, rehearse, and you’re done. Maybe it took you a week or two, but now you have a new marketing tool in your arsenal you can use over and over again.

Bigger projects can serve you long term. Getting involved in a new networking group, for example, takes extra effort initially, and may take months to bear fruit. But that group could eventually become a major source of new business (and friendships) for you, and last for decades.

Do something marketing related every day. 15 minutes is good. Reach out to a few former clients or other professionals with a note or email and watch what happens. Once a month or so, work on a bigger project. A 30 Day Referral Blitz, for example.

Whenever possible, invest your time and resources in creating things with a “long tail,” like new relationships, new content for your website, and new ways to grow your email list.

Marketing legal services doesn’t have to be daunting. If it is, you’re not doing it right. Sure, there are new things to learn and new things to do, but mostly, its about attitude.

If you’re struggling in your practice, start by examining your attitude towards marketing. If you don’t like marketing, if it’s something you force yourself to do, you will continue to struggle. If there are things you like and things you don’t, great–do more of the things you enjoy and are good at.

Marketing is a lot like lawyering. It takes place mostly in your head.

The Attorney Marketing Formula comes with a marketing plan.

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