Every lawyer who wants to generate clients, build a book of business, and build a successful bankruptcy practice should read this book. Now, at last, the secrets to legal marketing and legal advertising are revealed in one book. Learn how to generate clients through referrals, direct mail, brochures, content marketing, LinkedIn, YouTube, Facebook.
A rainmaker understands this simple truth: Marketing = Clients = Profits = Success = Freedom
Without clients, a lawyer is relegated to associate status working for a rainmaker. This book teaches an associate to become a rainmaker so he/she can become the boss.
Demographics and market research are examined because they play a big role in legal marketing. A clear understanding of the target group is essential to effective marketing and eliminates unproductive marketing efforts and squandering of limited marketing resources.
Referrals are a key concept that is discussed from multiple dimensions, including referrals from family and friends, referrals from existing clients. Referral marketing with fellow professionals is also analyzed. A lawyer is urged to target those professionals who enjoy a natural symbiotic relationship with the attorney. Full-text, sample referral letters are provided so that they can be sent to other lawyers, bankers, realtors, and more.
Network marketing is also examined. Networking promotes an attorney and builds solid business relationships with referrers. The resulting referrals solidify prospects’ feeling of trust in the attorney personally and confidence in the attorney’s abilities. Sample networking questions and practice dialogue are provided.
Direct mail is examined it allows a lawyer to segment the market and target those prospects most likely to need legal services. One of the great advantages of direct mail is that a lawyer can reach specific audience segments with personalized messages. The full text of successful direct mail pieces is provided. Brochure marketing is studied in a separate chapter with a focus on the “10 Benefits of Brochure Marketing.”
Email marketing is explored in a separate chapter. Email marketing allows a lawyer to create personalized messages to the lawyer’s targeted audience. Emails can incorporate links to specialized landing pages to improve response rates to an email marketing campaign.
LinkedIn is studied as a form of free marketing and paid advertising. A lawyer can seek connections with other professionals to facilitate cross referrals. A lawyer can even find strategic marketing partners through LinkedIn, and build a brand, so the lawyer stands out among the bar.
YouTube is critiqued as a valuable source of free marketing and paid advertising. YouTube videos enhance a lawyer’s visibility. YouTube can also be used as a highly targeted, low-cost advertising platform that reaches prospects precisely when those prospects are searching for information about services the lawyer provides. Videos can attract prospects, share testimonials, showcase services, distinguish competitors, and offer tutorials.
Google Ads search campaigns are explored with a virtual walk-through of the steps needed to start a real-life search campaign. Google Ads provides a lawyer with the power to reach a targeted audience with relevant advertising messages. The lawyer’s display ads can be shown to prospects when they are most likely to be receptive to the lawyer’s marketing message.
Facebook advertising concludes the writing. Facebook’s business “Pages” and paid ads are explored with a virtual walk-through of the steps needed to create a Facebook Page for a lawyer and start a real-life paid search campaign. Facebook provides a lawyer with the power to reach a targeted audience via free posts and with targeted advertising messages.