Marketing4Solicitors. Legal Marketing Precedents

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1 Marketing4Solicitors Legal Marketing Precedents

2 . LMP 29 Moving Home Postcard We are delighted to have helped your friends move home and hope that we can do the same for you. Please keep this moving card and when you want to move, we will be delighted to provide you with a quotation. Insert Image As a friend of someone who has already chosen XXX Solicitors, we will even offer you a 20% reduction for wills if purchased at the same times as you ask us to carry out the legal work on your house move. SIDE 2 The XXX Family are moving to: (insert address) TO: Marketing4Solicitors / Our new telephone number is: The planned moving date is: Note: 38

3 LMP 30 End of Matter Referral Letter Dear Thank you for your support I thoroughly enjoyed helping you on [insert details of transaction]. I know you appreciate that I have tried to provide you with the highest levels of legal service. I hope that I have succeeded. The majority of my new business is produced by recommendation from existing clients. If you have been happy with my service I would ask you to consider who else would benefit from my help this time. I have left space below for you to list anyone that you can think of that needs legal assistance now Or Marketing4Solicitors / I enclose three referral gift cards which entitle the recipient to a free half hour interview. These are only available to family/friends/business acquaintances of existing clients so I would urge you to distribute them as soon as possible so that your family and friends can take advantage of them. I hope that I can assist your family, friends or business colleagues and thank you for your support. Yours 39

4 LMP 31 Referral Postcards Your Have Been Gifted 30 Minutes of Free Legal Advice Insert Image / Logo We are delighted to have recently provided legal assistance to your friend/business colleague (see overleaf ). They have chosen to provide you with this voucher which entitles you to a free 30 minute legal advice session, either on the telephone or in person. To reserve your 30 minute slot please call XXX quoting RP2. Alternative Side 1 Wording: We have recently completed a transaction for the above named person. We generate most of our business through recommendations and referrals and as a reward to our client and to you, we like to offer our client s family, friends or business acquaintances an opportunity to experience our advice for no charge. This voucher entitles you to receive your 30 minute appointment. We look forward to meeting you and helping you. SIDE 2 XXX XXX TO: (insert existing client name) has decided to gift a 30 minute free legal interview to you. This is a no cost and no obligation gift which entitles you to legal advice on any of the subjects listed below List Of Legal Services Covered: Business Advice, Moving House, Wills etc Alternative Side 2 Wording.., has arranged for you to benefit from a free 30 minute telephone appointment. This voucher confirms your entitlement to this appointment to discuss any of the following legal matters: 40 List your services for which you want to make this offer To take advantage of this offer generated by your friend, please call us on XXX or XXX.

5 LMP 32 Referral Flyer CAN I / WE HELP ANYONE YOU KNOW WITH A PERSONAL INJURY CLAIM? It is important to me/us that you receive an excellent service from me/this firm. I hope that you are happy with how I am/we are helping you and are confident that I am/we are doing all that I/we can for you. Niche Practice Paragraph As a solicitor specialising in only accident claims, my existing clients are incredibly important to me to help me spread the word about my specialist legal services. Unlike other solicitors I do not attract enquiries from clients who may be moving house, obtaining wills or asking a solicitor to help them with their business interests. Whilst it would be relatively easy for me to set up new departments covering these areas of law, I believe that I can provide a much better service for you by only serving these two specialist areas of law. This expertise means that I can provide a fast, efficient service that ensures you receive the maximum compensation available. However, it does provide a challenge to ensure that I can reach enough people to help with accident and medical negligence claims. Multi Disciplanary Practice Paragraph We provide a range of legal services, and always strive to ensure that these are all of an equally high standard. Our personal injury team are dedicated to providing an excellent service and ensuring that you receive the right amount of compensation in as short a period of time as possible. If you are happy with our service, we would ask you to support our personal injury team by recommending them to your family and friends. If you do, we will reward you with a thank you gift. Our Referral Scheme If you choose to recommend us and someone asks us to help them with an accident claim, we will reward you in one of the following ways: A half priced will (minimum 50 saving); or A 25 gift voucher of your choice; or A bottle of champagne and some flowers Please call XXX on XXX to recommend a friend and to select the gift you would like to receive if they instruct us. 41

6 LMP 33 Process for Approaching Other Solicitors 1 Research the firm you are approaching. Look at their website and Law Society listing and see that your services do not compete. Find out the details of the senior partner or member to approach. Look at their website to find out any personal information about the person you are approaching or the firm that you can use in your opening sentence to ensure that the letter has maximum impact. 2 Ensure the letter starts with benefits for them (WIIFT). 3 Consider a deadline (i.e. you are in their area and would like to meet them on a certain date). 4 Follow up by telephone. 5 Follow up by letter close to the date of your visit to their area. 6 When successful, ensure the receptionist at the firm in question knows who you are and that you will be taking referrals from the firm for certain areas of law. 7 Record all referrals and reward as agreed (financial, gift etc). 42

7 LMP 34 Referral Letter to Other Solicitors Dear An Offer To Help You And Your Clients I have reviewed your entry on the Law Society website and notice that you provide a range of services to your clients although this does not include XXX (your area of law). I would like to offer to work with you so that we can provide this service for your clients. I have considered the following possible benefits for you and for your clients that I would like to discuss with you: Your clients would benefit from an excellent service from a specialist XXX practice. Your clients would benefit from (what else can you do for their clients or what other specialist skills will you provide that others might not) We would gladly agree to either generate reciprocal referrals for areas of law that we do not service, or alternatively agree an introduction fee for you, whichever suits you better? We would not compete with any of the services that you already offer. I would welcome the chance of discussing this further with you and will call you over the course of the next few days. I hope you will be able to spare me a few minutes to discuss this opportunity. Yours sincerely, 643

8 LMP Cumulative Index LMP Number Title Page Client Success Stories 1 2 What Are You Good At? (Defining your USB) 2 3 Features To Benefits Conversion Chart 3 4 Your One Minute Sales Pitch Reasons Why You Must Make A Will (A4 Flyer) 5 6 PASTOR System (to help you draft advertisements, 6 direct mail, website content,referral letters etc) 7 Advertisement (direct response example) 7 8 Advertisements (critiqued) 8 9 Advertisement (lead generation example) 9 10 Advertising Do s and Don t s Website Design Layout Website Design Example Client Testimonial Form Keyword Research Google Search Results Solicitors in London search results Example Title Tags, Descriptions and Keywords Website Marketing Page Checklist Exercise How To Wow Your Clients Client Information s LMP 21 Pay Per Click Advertising Example Setting Up A Google Pay Per Click Campaign Steps 1 to Google Pay Per Click Blueprint Press Release Template Sample Press Releases Video Outline Sheet Publishing Your Video YouTube Guide Moving Home Postcard End Of Matter Referral Letter Referral Postcards Referral flyer Process for approaching niche solicitors Precedent letter to other solicitors 43