Lawyer Marketing

Lawyer Marketing – How You Create Breakthrough Success
By Henry Harlow

Lawyer marketing and the “manager’s mantra” go together. Never heard the manager’s mantra? The “manager’s mantra” is an important variable in successful legal marketing. The manager’s mantra is “If you can’t measure it, you can’t manage it.” Well, that is nice Henry and how will that help me?

Most attorneys have some sort of referral network (if only a small one) however; attorneys really don’t know how to manage their lawyer marketing so that their referral network expands. The first step in this expansion is to know where you are and then you can figure out how to get to where you want to go. Yes, it is important to understand the geographics, demographics and psycho-graphics of your referral sources/clients for sure and you need a lawyer marketing management system. By understanding more about how to manage your legal marketing referral sources, you can grow this referral network and boost your attorney marketing efforts with less work on your part.

What Your Expanded Lawyer Marketing Referral Base Delivers To You

What does having this lawyer marketing management system in place mean for you? If you are working your legal marketing referral sources well, you are building a base that will make a significant impact on your bottom line, as I am sure you know. You will be sent more business and be able to retain more quality business that will in turn send you more quality business. You will have an easier time saying no to mediocre or poor cases and holding out for top dollar cases. You can even pass on work that simply does not appeal to you personally if you know that your lawyer marketing referral base will consistently deliver.

Professional marketers know the process of wooing a referral base involves creating “know, like, trust, relationship, credibility, and top of mind awareness (TOMA)” with your legal marketing referral sources. I think you see the benefits clearly so lets move on to giving you the management tool to make it a reality.

Measuring a Lawyer Marketing Referral Base

Lawyer marketing is not always and exact science and that does not keep us from keeping statistics. The “game” of legal marketing will be improved just like keeping statistics in baseball, football or hockey improves performance. The tool we will use consists of four basic lists to measure your legal marketing referral base as it exists currently and see where your attorney marketing time needs to be focused thus putting your resources into those referral sources with the potential for the most return.