Law Firm Marketing Tip: 3 Radically New Ideas for 2011

Radically new ideas for 2011This excerpt is from The Vault blog: As you begin 2011, consider making three simple changes to the way you do business. The recommendations may seem a little crazy at first…even scary. But as you change your perspective, you might just find a way to create more time for yourself and a better bottom line for your law firm.

Radical Change #1:  Stop Branding Your Firm
McDonald’s, Disney and Microsoft are immensely successful brands, and many law firms try to achieve a similar status - but this is a mistake. Why? Because unless you have a warehouse full of cash, you won’t be able to brand your firm as effectively.

There is something you can do to build a great reputation in the profession without breaking your budget—brand your people! People buy from people, and buyers want to know who you are before they hand over the money. Your lawyers are a walking billboard for the firm and it’s their values, personality, and dedication that will help you sell your services.

There are many ways you can successfully brand yourself. You can use blogs, social media outlets, community involvement, industry forums, events, and more to share your message. Most of these methods are completely free.

Radical Change #2:  Give Away Your Trade Secrets
Behind closed doors, you have “secret” ways of running your firm. You are an expert in your field and have likely developed the easiest and most effective way to do what you do. Most business owners hoard these trade secrets but doing the opposite can have an incredible impact on your bottom line.

It’s time to share your secrets with the world. If you’re a lawyer, offer a free report about how to limit your liability in employment law. Most people would be provide their email address for that information, giving you an appreciative prospect who now respects you, trusts you, and will come to you when their employees start filing claims. When you give away your trade secrets, you become the trusted expert. And you’re the one they’ll find when it’s time to make a purchase.

Radical Change #3:  Forget the Big Picture
Every motivational speech you’ve ever heard has probably emphasized the importance of having a vision of where you are headed. There’s nothing wrong with that – it’s important to think big. But if you don’t start thinking smaller, you’ll never live large.

Let’s put it in terms of a vacation (which is arguably the second most stressful thing next to running your law firm). If you’re driving to Disneyland, you can’t simply focus on boarding the Teacups or giving Mickey Mouse a hug. You have to make that right turn to get out of your neighborhood, stop at a rest area so your kids can take care of business, etc. You have to focus on one thing at a time, all of which will eventually lead you to the “Happiest Place on Earth.”

The same holds true for your firm. While you shouldn’t lose sight of your ultimate goals, you should focus on what is directly in front of you. What do you need to do today to accomplish your goals? Maybe it means that you have to make three calls to potential clients before lunch, write five emails before the end of the day, and complete a blog post by Friday. Whatever the case, you need to give yourself manageable goals. Break it down so you know what you have to do in the next 10 minutes to be successful.

So forget the big picture during your work day and start checking off those little goals on your way to the top.

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Trip - March 8, 2011 10:06 AM

I would take your "thinking small" one step further in regards to social media. Large firms that tend to stay away from social media, do so because they don't know where to start. Whereas smaller firms are more likely to adapt to social media because it's easier to manage a smaller group. Larger firms should use this thinking as well, think small, start small with a core group of super users and let their success dictate how your firm uses social media.

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