The Attorney Marketing Center: Official Blog of Successful Attorneys Everywhere


My wife saw a coupon this morning for a dry cleaner (seems to be a theme with me lately) that had just changed its name from “Luck Cleaners” to “Joy Cleaners”. Or something something like that.

What caught my attention was the statement, “Official Cleaner of [a well known clothing company]”.

I wondered how they had achieved that. “How does one become the official anything for a well known company?”

Were they doing the cleaning for the company and simply asked if they could advertise that they were the official cleaner? Or did they approach the company and offer to do their cleaning for free or at a big discount, in return for being able to say they were the official cleaner?

It doesn’t matter. What does matter is that a law firm could do the same thing.

If you have a business client who is well known in your niche market, ask them if you could mention the fact that yours is the official law firm for their company. Then, mention your official-ness everywhere. You will be providing social proof of the worthiness of your firm.

You could approach any well known company and offer them free legal services in return for an official designation. But what do you do if the better known companies already have lawyers they are happy with and they aren’t willing to switch, even to get free services from you?

Find a charity and see if they would like some free legal services.

It doesn’t matter how well known the charity’s name is. When your marketing messages say that your firm is the official law firm for the “Save the Platypus Foundation,” or whatever, people will notice. Your name will be associated with doing good work for a good cause.

The press will notice, because you will send out a media release and announce it.

Similar charities will notice because, well, they are similar.

And every company your charity does business with will notice, especially if your offer requires the charity to mention your firm in all of their mailings and advertising collateral.

You should also be able to get yourself invited to the charity’s dinners and fund raisers, hang a banner at the charity’s booth at their industry’s conventions, and network with their board of directors, major donors and supporters.

And because you are the “official law firm. . .,” you’ll be able to reach out to other professionals, business owners, politicians, and other influentials, to invite them as your guest to one of the charity’s events.

I don’t know how this will all play out for you, but I can tell you that this could bring you a lot of business. Even if you never mention that you are the “official law firm,” the contacts you will make and the paying clients that result, will more than pay for the services you donate.

Choose a charity you believe in, of course, something you would support regardless of personal gain. Get excited about their cause. And tell everyone to join you in supporting them.

You will have great Joy and great Luck. I’m not sure if your clothes will be any cleaner, however.