THE BAD NEWS ABOUT LEGAL MARKETING

Return on Investment. Give me percentages. How many clients will this programme bring in. These statements from lawyers looking for guarantees of safety and ignorant about the realities of how a specifically designed marketing program for law firms will pan out.

Here are the facts that must first be addressed before you go on to what you can expect from your marketing plan.

1. You must know your market.
2. You must have the ability to serve that market.
3. You must be able to compete.

If you have these then you can expect the following DEPENDING on the drive and imagination with which you put your plan into action.

1. Your target market will know the name of your law firm, your reputation and what you can help them with. This means they know you are alive and your firm will come to mind when things you can help them with come onto their plate.

2. The market will know a lot about your firm and what you are able to do and you receive inquiries about your services.

3. Your law firm will identify the markets problem and needs that you can address realistically.

4. Your marketing will bring you to the client and you must close the sale. When you meet the CFO of a major bank through your marketing effort, it is then up to you to convince her to give you her legal business.

All the above is written , in addition to offering understanding on the process of legal marketing, to make the following point: Marketing for law firms brings you to the attention of the client and you must convince the client to hire you for each engagement.