Attorney Marketing - Marketing Guide for Attorneys

Information and Strategies to Promote Your Practice




Essential Guide to Attorney Marketing


Get Certified


Board certification and related forms of legal specialization are perfect ways for an attorney to stand out from the legal competition. Representing some of the highest standards in the legal profession, certification typically involves a rigorous program of study, examination, peer review, years of legal experience in the subject matter, and periodic renewal requirements.

The American Bar Association maintains a Standing Committee on Certification, which establishes guidelines for legal specialization programs. The ABA “Model Rule of Professional Conduct 7.4” provides a policy statement that has been adopted verbatim by several states and implemented in part by others. Read Article

Your Unique Selling Proposition

Try to carve out or strengthen your own distinctive position in the market with the use of a powerful “Unique Selling Proposition,” also known as your USP.

While this may sound easy, it can actually take a considerable amount of time and effort for an attorney or firm to determine their best USP. The larger the firm, the more difficult it can be to achieve consensus. For this reason, many firms turn to an outside facilitator to hold a partner retreat or strategic planning session.

An attorney who is anxious to market their own services aggressively may want to move ahead independently in creating their own marketing USP, whether they are in a small or large law firm. Read Article

Plan for Success

Business development is a process, not an event. Successful attorneys and legal marketers never stop prospecting for new business, regardless of their workload.

Quantify your business goals and objectives as a first step in your legal rainmaking and marketing program. It is critical to understand specifically what you want to achieve and by when. While many goals revolve around “make more money,” translate this vague objective into precise actions that are clearly defined in your marketing plan. Read Article

Ten Attorney Marketing Mistakes and How to Avoid Them

Avoid these simple mistakes and you will see a dramatic improvement in your attorney marketing efforts. Be forewarned that some of your marketing campaigns will not work effectively for you. Promotions that produce results in Michigan may fall flat in Florida; while direct mail campaigns that generate leads for real estate attorneys may not produce similar results for a wills and estates practice. Read Article

Practice your Elevator "Pitch"

Give some serious thought to how you can best describe your services. Try drafting several introductions. Write your ideas down on paper to study your choice of words and the timing of your introduction.Read Article

Copyright 2007 Margaret Grisdela, Legal Expert Connections, Inc.

Read Also:

Essential Guide to Law Firms' Marketing

Courting Your Clients is a comprehensive "how to" legal marketing reference book that tells you what works and what to avoid in building your law firm practice.
By Margaret Grisdela, Legal Expert Connections, Inc.

HG.org is hosting this new series of excerpts from the book “Courting your Clients": The Essential Guide to Legal Marketing,” scheduled for release in May 2007.

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