If you ask about legal marketing before a group of lawyers, a large percentage will state the following:
- They feel uncomfortable with legal marketing since it’s unprofessional to sell their services.
- Hard sell legal marketing is a good approach.
- They are highly trained professionals, and they’re not running a business.
- They have no interest in meaningless time wasters.
Many lawyers recognize the importance of legal marketing. Some have tried direct mail letters that include a fridge magnet. Their targets included potential foreclosure clients, those facing foreclosure, accident and liability victims.
This approach doesn’t work and it offends many people. As we explained to one law firm, no one will save a magnet and wait for an accident. It will probably be viewed as bad luck.
What Does Work With Legal Marketing
For those tempted to try DIY…don’t. It makes no more sense than untrained individuals representing themselves in court.
The ideal marketing agency will schedule an intake session. Any type of existing sensational cases might be of interest to the media.
The agency needs all of the details to prepare press releases. If the senior account people determine that the case will draw the media to a press conference, you don’t have to spend the money to rent a hotel ballroom. Your conference room and a few refreshments when the conference is finished will do nicely.
Make sure someone greets the media as they arrive, Don’t let them throw their coats on the floor because that’s what many of them are used to except for major news reporters.
This approach should generate valuable coverage that you and your agency can share. It’s also a wise move to frame major media coverage for your offices. Your agency should use this to generate more media.
With Love & Best Wishes Always!