Larry Bodine Law Marketing Blog

Check out these 10 marketing tips from Mark Herrmann, the Vice President and Chief Counsel – Litigation at Aon, which sells risk management services, insurance and reinsurance, and management consulting. He is author of The Curmudgeon’s Guide to Practicing Law, and writes for Above The Law.

To generate new business by writing articles:

1. Write about a substantive issue, not a procedural one. No one cares about Rule 403.

2. Write about a niche area of the law. ("Colorado escheat law," not "real estate."

3. Write an article that is intelligent and well-written. You’re trying to attract business here, not repel it.

4. Write an article that is relevant to in-house lawyers or business people.

5. Publish the article in an appropriate trade, not legal, journal.

6. After you’ve written the article, distribute it widely via email.

7. Deploy your colleagues to distribute the article.

8. Hand out the article at beauty contests.

9. Use the article to generate speaking engagements.

10. Write the same article again, and place it in another publication.

The full article is at Inside Straight: The Ten Rules For Writing Articles To Generate Business