What differentiates your services from another firm? If a prospective client wants you to do a basic legal transaction, are you really different from the other firms in town? Or, if that person is looking to, let’s say, incorporate a business, is he or she going to choose you because your firm has a higher profile than the next? But are your services fundamentally different from the next guy’s, really? Probably not much.
Much of a law practice’s marketing is targeting prospective clients and designed to inform them about your firm and its services, and to get them to call you when they need help. Thank you Mr. Obvious! What if you could get business to come to you without the cost of advertising, public relations, memberships and other marketing expenses we all pay to get new business?
The days of spending time writing a press release, getting it approved, mailing it to the newspaper and television and waiting a couple of days, hoping for the best are long gone. News now is instantaneous. It is a 24/7 beast that must be fed. If it happened last month, it isn’t news any longer. It’s history.
A landmark study of 15,000 attorneys in 19 U.S. states found that one in three practitioners are problem drinkers. The study found that attorneys with less than 10 years in practice exhibit the highest incidence of problem drinking, depression and anxiety. It is the first nationwide effort to gather data about the legal profession.
Grandone Do you have years of law experience? Do you have an in-depth knowledge of the law you practice? Have you had many trials to hone your skills? Did you graduate with honors? What about your clients? Are they satisfied enough to recommend you?
Grandone In the interest of transparency, I am a public relations professional who has practiced for more than 20 years and have a bias toward PR as a superior marketing tool. Having said that, I want to opine about the confusion about the most effective marketing tools for lawyers and the reasons I think some work and others may not be the best choice.
Grandone One of the most rewarding experiences I've had was when I was president of my professional association, the International Association of Business Communicators – St. Louis Chapter.
Grandone A lawyer I worked with summed up the love/hate relationship between lawyers and the news media as follows, "We spend 50 percent of the time trying to get publicity about our firm and the other 50 percent worrying about what they press is going to write about us."
Grandone You've seen it on the courthouse steps and on television. A group of reporters following a high-profile case firing a barrage of questions while surrounding or following an attorney and client. While answering questions on the run may be inadvisable, answering with the phrase "no comment" has implications some attorneys have not considered.