ESQCoach: Marketing Tips for Lawyers

In almost the same amount of time it takes you to get your daily cup of coffee, you can create an entire marketing plan for your law practice. Intrigued?  Here’s how!  Spend just 10 minutes each day going through the marketing planning process below. In less than a month, you will have created a cost-effective, dynamic marketing plan. 

Start with a Word document and make the entries in order (feel free to copy and paste from this blog post) so you have all of your responses in one place.  Almost effortlessly you will have created a proactive, results-oriented marketing plan for 2010.

Your 10 Minute a Day Marketing Plan for 2010

WEEK 1 – IDENTIFY YOUR BEST CONTACTS

Day 1 – Current Clients: Create a list of your top five current clients; those you could do more work with in 2010

Day 2 – Prospective Clients:  Create a list of the top five clients you would like to attract in 2010; clients you are not yet working with but would like to next year

Day 3 –Referral Sources: Create a list of your top five referral sources – - those you would like to continue building a relationship with in 2010

Day 4 – Other Contacts: Think about others in your community you would like to spend more time with in 2010

WEEK 2 – ESTABLISH YOUR MARKETING OBJECTIVES

Day 5 – Target Audiences: Identify your A-level target audiences – those prospective clients who best utilize the highest level of your expertise as a lawyer

Day 6– Key Messages: Create three to five statements on why you are THE best lawyer to work with your target audiences – - really focus on what makes you unique as a lawyer

Day 7– Create Your “Real” Business Development Goal: A. Identify what amount of revenue you want to generate in 2010.  B.  Create a list of your current clients and what you project you will generate with each in 2010; then subtract B from A to arrive at your new business development number for 2010!

Day 8– Marketing Objectives: identify your specific objectives for 2010 in the categories of:

I.  Retaining and Growing Relationships with Current Clients and Contacts (cover topics including client service, client satisfaction, cross marketing, and referral source development)

II. Attracting New Business (include objectives surrounding networking, targeted new business development, proposal development, market research, and professional association activities)

Day 9– Marketing Objectives: Identify your specific objectives for 2010 in the categories of:

III. Increasing Your Name Recognition in the Marketplace (include objectives in the areas of advertising, branding, public relations, trade shows, community involvement, social networking)

IV. Pursuing Targeted and Effective Communications (cover topics including client communications, your marketing database, your website, and event planning)

WEEK 3 – DEVELOP YOUR MARKETING ACTION PLAN 

Day 10– Retain and Grow Relationships Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created on Day 8 in this area

Day 11– New Business Development Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created on Day 8 in this area

Day 12– Increase Name Recognition Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created on Day 9 in this area

Day 13– Targeted Communications Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created on Day 9 in this area

Day 14 – Review and Refine your Action Plan – It takes time to put your action plan in place.  Use today to review what you have created this week!

WEEK 4 – CREATE YOUR CONTACT ACTION PLAN

Day 15– Current Client Action Plan – Review the contacts you identified on Day 1, and plan one follow up activity per contact; set a date for when you will follow up with each person and what your message will be

Day 16 – Prospective Client Action Plan – Review the contacts you identified on Day 2, and plan one follow up activity per contact; set a date for when you will follow up with each person and what your message will be

Day 17 – Referral Source Action Plan – Review the contacts you identified on Day 3, and plan one follow up activity per contact; set a date for when you will follow up with each person and what your message will be

Day 18– Other Contacts Action Plan – Review the contacts you identified on Day 4, and plan one follow up activity per contact; set a date for when you will follow up with each person and what your message will be

WEEK 5 – CREATE YOUR MARKETING TOOLS

Day 19 – Revise your Biography – Take a look at your professional biography and make sure it reflects the activities and accomplishments you have made to date – - update as needed

Day 20– Create Your Representative Experience – Show your clients how you can help them.  Clients want to see you have done what they need.  Create multiple pieces of representative experience organized by:

Type of Client:

Client Issue:

Your Approach/Solution:

Results:

Day 21– Develop your Elevator Speech – Create a summary of what you do for your clients based upon the “best and highest use” of your talent and expertise.  Focus on the value and results you deliver to clients, not on the fact that you are a “tax attorney,” or “an estate planning lawyer.”  Practice this for your next social event in response to “So, what do you do?” 

By

Terrie S. Wheeler, MBC, Founder
www.MarketYourLawPractice.com
twheeler@MarketYourLawPractice.com

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