Ethical Marketing. Strategic Placement of. Business Cards 10/8/2012
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1 Ethical Marketing Sonya Smith Valentine Valentine Legal Group, LLC October 2012 Business Cards ~ You are your firm s best advertising. Always be marketing! ~ Always have your business cards with you. Potential clients are everywhere! ~ Give your business card to almost everyone you meet. Strategic Placement of Business Cards ~ Strategic placement of your business card can get you clients. ~ Examples: ~ Get into the habit of leaving your business card inside the bill holder when you pay for your meal at restaurants. ~ Leave a business card on the table in the waiting room when you re at the doctor or dentist. 1
2 Layout of Business Cards Will someone remember you in 6 months? Include your practice areas on your business card. Include your picture on your business card. Don t put social media information if you re not going to keep up with it. Layout of Business Cards Rules of Professional Conduct ~Rule 7.5 allows lawyers to use business cards but they cannot contain statements that are false, fraudulent, misleading, or deceptive. ~Rule 7.4 allows a lawyer to state that they limit their practice to a particular field of law but a lawyer cannot imply that the lawyer is a specialist in certain area of law. Firm Brochures ~ Create a firm brochure with includes information about your practice areas for cross marketing purposes. ~ Uses: ~ Leave in your office s reception area for potential clients to learn about your other practice areas. ~ Send to other attorneys you meet with an introduction letter about your firm. 2
3 Firm Brochures Rule 7.1 make sure your brochure doesn t: 1. contain false/misleading information 2. compares your services to other lawyer s services 3. create an unjustified expectation about results you can achieve 4. imply that the outcome of a particular case will not be related to its facts Article Writing ~ Write articles for bar association publications free advertising to other attorneys start to build your reputation in the field some bar associations put article both in their publication and online extends life of the article and the marketing of your firm Holiday/Birthday Cards Send out holiday or birthday cards to clients, past clients and colleagues. Try to find a different holiday other than the end of year holidays if possible. Try and connect the card to the firm: Happy Valentine s Day from the Valentine Legal Group Celebrating National Adoption Day from the Smith Law Firm. 3
4 Firm Announcement Create announcement that you ve opened up your own law firm. Mail announcement to everyone Family Friends Attorneys Business Associates Ask for Referrals You have to remind others that your firm thrives on referrals: Ask clients for referrals in your case closing letters Put We appreciate your referrals in the bottom left hand corner of your envelopes Rule 7.2 prohibits the lawyer from giving anything of value to a person in exchange for a referral except for the usual charge of a non profit lawyer referral service/legal services organization. Websites & Blogs Clients expect to find you online: Websites Blogs If you don t have a blog or a website, potential clients may question the status of your law firm. FPEServicesOnline.com RowboatMedia.com 4
5 It s All About The Client The information on your website should be all about the potential client. Provide lots of valuable information Information should be about the problem you solve for the potential client. Information overload makes potential clients feel as if they can t handle the matter themselves. Information helps to establish you as the go to person in your practice area. More Content Is Better Focus on the Client s Pain Which picture speaks to your potential client s pain more? 5
6 Create an automatic signature for your s Include firm contact information Include your practice areas Free advertising with every However, Rule 7.2(d) requires an to a potential client where the first communication is being initiated by the lawyer to included include the words ADVERTISING MATERIAL in capital letters. Direct Marketing Letters Direct marketing letters to potential clients offering to help with a particular legal issue can be a source of clients. Rules to remember: 1. Rule 7.1 no false or misleading information 2. Rule 7.2 no specific case results without disclaimer that past case results do no guarantee similar results in any future cases 3. Rule 7.2 use of the words ADVERTISING MATERIAL on the envelope and in the letter Press Release Send out press releases to get law firm name in the media: You are speaking at an event ~ Ex: John Smith to present for small businesses on contract issues Support an event ~ Ex: Family law attorney in support of National Adoption Day 6
7 Social Media Sites Facebook Twitter LinkedIn YouTube Social Media Differences Facebook Page for Law Firm Good if you have a practice that is based upon federal law or can apply in more than one place Immigration law Intellectual Property Corporate clients Social Media Differences Twitter is a great place for lawyers 140 characters forces you to get to the point. Followers can share your messages with their followers. Increases your marketing reach Can provide links to your blog posts and other information on your website. 7
8 LinkedIn LinkedIn is a more professional gathering place. Can join over 40 groups where your clients hang out. Has sections in your profile (online resume) for: Experience Skills Recommendations Links to your website and/or blog Link to books you ve written YouTube Great way to get clients YouTube has high traffic Can place YouTube video on your website or link to video in your social media postings 8
9 Newsletters newsletters are a great way to share information about your practice area and your firm to many people at one time. Can be sent out weekly, monthly, quarterly Create signup on your website or include signup link in your signature Write articles on changes in the law, comment on an issue in the news Can provide links to your blog posts and other information on your website Media Exposure Try and get media exposure in newspapers, magazines, and in television news stories. You are seen as the go to attorney in your field Can reprint articles to give out as part of marketing efforts Can link to news story on firm s website Ways to get free access to reporters Helpareporterout.com Pitchrate.com 9
10 Recommended Reading Never Eat Alone by Keith Ferrazzi The Referral Engine by John Jantsch The Millionaire Messenger by Brendon Burchard We Made It! Questions Sonya Smith Valentine Valentine Legal Group, LLC Consumer Rights Law Firm Banking, Credit & Debt Disputes 10
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