Starting a Law Firm | Marketing a Law Firm

I know I've talked about marketing a law firm many many times, but I just think it's something you can't talk about enough. I met with a guy yesterday who's just opened his practice up here in Seattle, and as I was talking with him I heard over and over what I'm sure many of you are saying when you have conversations with yourself.

Me: What are you doing for marketing?

Him: Not much. I've finally got a couple of paying cases so I'm just trying to work those up.

Me: (Sigh) You've got to come up with a plan to start getting clients. (I tell him what I do).

Him: Yeah, but I hate doing that stuff. It's not fun.

Me: I know it's not fun. But you know what is fun? Having clients to help is fun. Counting money is fun. You don't get to have fun without doing stuff that isn't fun.

Him: I guess...

I'm sorry if this isn't all roses and lollipops for you, but nothing ever is. You've got to be good at something, right? Some sport, some craft, something. Did you just start off good at it? No. And if you say you did you're lying to yourself - ask someone that saw you when you first started out and I bet they'll tell you you sucked.

One thing I'm good at is sports. I'd say I'm pretty good at basketball and okay at golf. But you know what? When I first started out I sucked at both. I had to practice for hundreds of hours at both before I was even mildly good. Think of this marketing work as your practice for being good at starting a law firm.

That's all I've got today for the come to Jesus hard knocks motivational speech. Now let's talk about marketing from a practical perspective.

Before You Start Your Law Firm Draft a Marketing Plan

If you don't do one other thing before you start your law firm draft a marketing plan. You can do it in an hour easily. Here's what you do:

1. Make a list of all the qualities your ideal client has;

2. Think of all the places that person hangs out;

3. Think of all the people that person talks to when they have the problem you can help them with;

4. Make a plan to create a presence in those places your ideal clients go and to create a relationship with the people they talk to;

5. Create a website - and make it not only functional but visually appealing;

6. Start letting people know what you do.

Easy, right? Fun? Not all of it, particularly if you're the "I want to practice law" type of personality. At some point in the day you're going to have to take off your lawyer hat and put on your business hat. It's just a fact.

Some New Marketing Things I'm Doing

Since we're talking about marketing I thought I'd tell you about some stuff that I'm doing to execute my marketing plan.

First, I'm adding an intro video to my website. No, it's not going to be your old stuffy traditional video (think something like this - without the long intro that makes you want to click away before you even hear what the guy has to say). I'm thinking something that's more along the lines of something like this (though obviously made for what I do - and this video is a breakdown of the video I'm talking about - watch the whole thing, you'll learn something, guaranteed). Do you see the difference in the way the videos make you feel? In this business, no matter what type of law you practice, the key to success is showing people not only that you're good at what you do but why they should choose you (and pay you more) than the hundred other attorneys out there doing the same thing.

Second, I'm revamping the website. The look is okay, and it's been working, but it isn't exactly what I want. I think it can be better. So I'm going to make it better. It isn't so much about changing the content (though some of that will be changed) but changing the feeling of the site. Right now it just feels a little too passive. I want people to feel like when they hire us they are getting a champion for their cause.

Third, and finally, I'm doing more to reach out to people physically. I'm sure I've talked about my bar owners plan on here several times, so hopefully you remember what that is. But I'm going to actually pursue that with the vigor that I have my online efforts.

The End of the Year is Near

It's already November. That means several things. First, the holidays are coming up, which is always fun. Second, and most importantly, it's time to start wrapping this business year up and start thinking about next year. It goal making time! I've been making some notes for possible goals for me next year, and you should be doing some of the same. Here are mine (these are both personal and professional - in my mind they are one and the same).

1. $350,000 gross revenue;

2. Get a new car;

3. Pay down current car by at least $10,000;

4. 5 clients in SEO work;

5. 4 trials;

6. Baby;

7. Hire an associate.

These goals are not finalized yet, but should give you an idea of what I'm thinking about. In all honesty, I think the goals aren't ambitious enough. But we'll see what the final ones look like.

Questions, comments? I'd love to hear them.