Legal Marketing & PR

How to Market a Small Law Firm for Less than $500

By Larry Bodine, Esq.

Whenever a client walks into marketing consultant Dave Lorenzo's office to discuss marketing for a small law firm, the conversation invariably starts with: 'I don't have enough money,' or 'Where can I get the money to market my services?' 

The reality is that money is not a big problem when it comes to small law firm marketing. You can bootstrap a law practice exactly the same way an entrepreneur bootstraps any other start-up.

Here is a starter list of things that you can do today (and over the next six months) to jump-start your solo law practice. 

1.  Focus on Your Natural Network First

Each of us has a network of people we know, like, and trust (to varying degrees). Leverage this network to the hilt. Call everyone—your friends, relatives, and business associates—past and present. Let them know that you are on your own and explain to them the value you provide.  

The purpose of these calls is not just to get business in your specialty area; it is also to convince them to come to you first with any legal work. If you cannot handle the work, you can refer them to another attorney, who will (hopefully) return the favor with a referral to you in the near future.

2. Seize All Opportunities for Free Media with a News Hook

Every day, there are news items in the newspaper and on television and radio that fall into your area of expertise. Your local newspaper editor is always looking for expert commentary on these topics. A news story without a quote is not a true news story.

Fax and mail a press release every month to the local editors and reporters who cover relevant stories. Include a business card or two with your full contact information—including your home and mobile telephone numbers.

To read his additional tips, please visit the LawMarketing Portal at www.lawmarketing.com

Full post as published by Larry Bodine's LawMarketing Blog on March 04, 2009 (boomark / email).