Fall Newsletter 2005

Quick Hits on Promoting a Law Firm

Here is a list of the advantages and disadvantages of options which are available to attorneys for marketing their firm.

• Newsletter - Hands down, the best marketing your firm can do is to mine existing clients.

• Referral Service - Most local bar associations run a lawyer referral program.

• Web Site - Should be more than print material on the internet. If used to create and promote your brand, it can be best source for new business.

• Online Directories - Online phone books with listings of attorneys.

• Colleague Network - Some attorneys develop a network of colleagues with a loose affiliation for the purpose of sending business back and forth.

• Seminars - Good for picking up some business from the attendees.

• Yellow Page Ads - Marketing arms race. If you can't be in first several pages, no one will see your ad.

• Radio - Another marketing arms race. Either spend a lot of money or don't bother doing this.

• Print - Good, especially if it is used to brand firm.

• Direct Mail - Waste of time. There is a specific group of people at any given time needing your services and sending out vast amounts of direct mail looking for them is an inefficient wild goose chase. You're better off positioning yourself to be where you think they will come looking for you.

• Forum Expert - Some attorneys do well as the expert in media (newspaper column)

If you want to know more about marketing your firm in today's competitive environment, contact Les Lovoy, president of h2L Inc./ONPOINT at 942-7040.