Michele s Marketing Tips

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1 Michele s Marketing Tips 1. Focus on Building Your Reputation Be known for your knowledge and integrity. It takes years to build a good reputation and only a moment to destroy it. 2. Exceed Expectations The best referral source is a happy client. Deliver what you promise. Exceed expectations. Ask for feedback. 3. Create Your Elevator Speech Write down a 30- second description of your practice and commit it to memory. This is called the elevator speech. Use it whenever someone asks, What type of law do you practice? 4. Create a Business Plan A business and marketing plan for the firm, practice groups, and individual attorneys. This plan should be developed to differentiate and reflect the values of the firm. Put your goals in writing and review them regularly. 5. Create A Firm Identity A firm identity plan that is used consistently in all external communication collateral marketing materials such as letterhead, business cards, web sites, power point presentations, brochures, newsletters, press releases, media kits, seminar handouts, etc. 6. Create a Content Driven Website The web site should be database driven to facilitate easy updating. Refresh the content regularly. Invite clients to provide testimonials. This will also optimize your website so it will be at the top or near the top result from search engines such as Google. 7. Do CLE Presentations for Other Attorneys By doing programs for other attorneys, you are holding yourself out as the expert on special needs laws. Attorney referrals are the number one source of business for many special needs attorneys. Doing CLE programs to family law, estate planners, and trial attorneys will provide you with a roomful of possible referral sources.

2 8. Track Your Inbound Referrals Keep data on who referred new matters to the firm, the type of matter, and the quality of the referral. We often assume we know our top referral sources by feel which may or may not be accurate. Keep track of who sends you business and the quality of the referrals. You can start by reviewing your most recent 10 clients. 9. Reward Your Referral Sources Sending a handwritten thank you card, knowing the referral sources favorite vice, wine, chocolate etc. and sending them a gift will set you apart from most other attorneys. 10. Track Outbound Referrals Keep track of cases you refer to other counsel, including whether they were retained and if the client was happy with the services. Ideally, develop a process for this and assign the follow up and data tracking to a staff person. Review the data collected regularly, and adjust the list. 11. Create and Maintain a Referral Database A contact database of clients, referral sources, target and prospective clients, media sources. One easy to use and implement customer relationship manager software is called Less Annoying CRM at https://www.lessannoyingcrm.com/. 12. Reach Out To Referrals That Have Gone Cold Often a simple phone call or note will refresh their memory of what you do and how you can help their clients. 13. Write Once, Publish Three Times It takes time and effort to create an original piece of writing. Make the most of your efforts by publishing three times. In addition to print, post your article on LinkedIn, upload it as a resource on Avvo, and put it on your website, add it to the ASNP e-newsletter. 14. Social Media Complete or claim your profiles on LinkedIn and Avvo. Add the contacts to your referral database. Invite contacts to receive your e-newsletter. 15. Manage Your On-Line Reputation Have an internet/social media policy for you and your staff. Be aware of what is posted on Facebook or other social media about you and your firm, including what you post yourself.

3 16. Send A Congratulatory Note To A Colleague The pleasure of a hand-written note recognizing a colleague s accomplishments is often overlooked in the digital world of today and is appreciated by the recipient. 17. Introduce Yourself to Young Attorneys Many experienced attorneys already have established referral relationships with others. A way to become that referral source is by reviewing announcements in a local legal newspaper and send a congratulatory note to the attorney when they join a firm or are recognized for an achievement. Ask them if they would like to meet for coffee. 18. Cross Sell To Clients Once the matter has been resolved or project completed for the client let them know the other areas of your practice. Give them a couple extra cards to give to potential referrals. 19. Recognize A Client s Life Event Send a hand-written note, flowers, or small appropriate gift to recognize the accomplishment or life event of a client. Be sensitive to and generally avoid religious themes. Be genuine. 20. Send Press Releases For Accomplishments And Awards Let current and future referral sources know about your accomplishments by issuing press releases in your e-newsletter, local bar newsletter, state bar journal and legal news publications. It is shameless self-promotion, but if not you, then who? 21. Sponsor a Local Charity Event Most non-profit organizations hold fundraising events and look for sponsors. Often the firm will have an ad in the publication for the event, on t-shirts, or other give-a-ways. 22. Take on a Leadership Position In most organizations the heavy lifting is done by a small group of people and existing leadership welcomes for fresh participants. Taking on responsibility is a great way to obtain credibility and enhance your credentials, particularly among attorney referrals.

4 23. Sponsor A Lunch And Learn Invite local attorneys to come to your office for their lunch hour and ask the expert. Invite several non-profit referrals or resources to learn about special needs planning and network. 24. Give Something Away Have your firm logo and contact information printed on some promotional item. In addition to giving it away to clients and referral sources, have something to hand out at consumer events. At larger exhibits, have a drawing for one larger item. For instance, if your focus is special needs estate planning, a pen with a USB that contains an electronic copy of their documents is well received. 25. Be a Giver Referring cases back to those who refer to you may seem like a no brainer. Even if someone is not a top referral source, ask them about their practice and the type of clients they like to help most. 26. Be Curious Take time to learn a new skill, foster an interest or a hobby. Being a wellrounded person who has outside interests makes for a more satisfying life. 27. Your Law Firm is a Business While we learn the technical aspects of practicing law in school, your practice is a business. Invest time and resources to build skills in time management, staffing, marketing, etc. This may be done in a variety of ways from bar association education, published articles and books, and coaching to name a few. These are learned skills that require consistent efforts to implement, but pay dividends. 28. Be a Great Place to Work Often clients will call several firms before making a decision to make an initial appointment. How they are treated during that initial call can often tip the balance. Your staff and work environment is a reflection of you and client trust is built during that initial call. A happy work environment and enthusiastic staff will translate to the client. 29. Tell a Good Story Nothing illustrates a point like a good story. However, a good story should have a message and may take practice to refine, particularly if you aren t a natural storyteller. Some examples include a story about how you

5 helped resolve a similar issue for a client, or a case where you felt you had great impact on a client s life, or why you practice a particular area of law. 30. Give Your Employees Small Budget for Marketing Let your staff use up to $50 a month to reach out to clients and referral sources with a card, small gift, or other token of appreciation. This will empower staff and get them thinking of ways to make your clients and referral sources happy.

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