Previously we listed the three reasons to consider expanding your horizons:
Reason #1: You have many more opportunities to attract the types of cases you want.
Reason #2: You have many more opportunities for highly visible media publicity.
Reason #3: The “mystery of distance” helps your being perceived as the authority in your field because you’re from out of town.
And the first 6 steps needed to position you firm as the highly respected authority in your market:
Step #1: Identify the niche you want to fill and the types of cases you want to attract.
Step #2: Identify the type of clients you want to serve.
Step #3: Identify how you and your services differ from those of your competitors.
Step #4: Identify ways you can add value to your services, so prospects eagerly choose you over all other lawyers.
Step #5: Compile a database of clients and referral sources.
Step #6: Make sure important people can reach you easily.
Now we will cover the remaining 11 steps you need to take:
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Step #7: Compile your information and advice into your own unique educational message. Your educational message is your marketing message because education is the highest and purest form of marketing. That’s why smart marketers in all professions and industries are fast discovering that Education-Based Marketing — the discipline I created in 1980 — attracts more new business than any other form of marketing.
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The most persuasive educational message is built on articles in the form of numbered lists. These lists are often made up of negative titles, such as mistakes and misconceptions, and positive titles, such as secrets and steps. Within these numbered points, you weave your education and advice, your competitive advantages, your personal experiences, and your recommendations.
In another part of your message, you educate prospects about your law practice and the services you provide with proof documents, which add credibility to everything you say. Proof documents include your biography, article reprints, services, billing, testimonials, and case histories, to name a few.
In this way, you create a powerful, persuasive message. The result is that your message is much more compelling and credible than messages used by other lawyers. Does any lawyer you know have a marketing message that comes anywhere near what I’ve described here?
Step #8: Offer your unique educational message in hard copy and by email. Once you create your educational message, put it into a form that you can send to anyone who contacts you. This can be in hard copy and in a pdf version as well. Then, by offering to send copies without charge, you attract calls from prospective clients. When prospects call, you capture their names, mailing addresses, and email addresses, which you add to your mailing list.
Important Note: The longer your materials, the better. The longer you keep your prospect’s attention — and the more facts you provide –, the more persuasive your materials will be. Many lawyers are surprised to learn that prospects will read long materials, provided the materials are well written and relevant to their prospects’ problems or areas of interest.
Step #9: Define the geographical area from which you want to draw clients. Geographics identify individual prospects by where they live, work and spend much of their time. Geographic identify companies by where they are based, where they have facilities, and where they do business.
Step #10: Compile a database of media outlets, including print and online publications, newspaper syndicates, and broadcast networks. You should choose national, regional and local media outlets in states where you hope to gain high visibility and attract clients.
Step #11: Launch an aggressive publicity campaign by sending news releases, query letters, memos of expertise, and other press materials to the media outlets on your list. If you send substantive materials several times each year, you could have an ongoing flow of articles appearing in various parts of the country.
Step #12: Contact high-profile publications and columnists on an exclusive basis to gain the highest level of publicity. Offer to write ongoing columns for publications, and appear as a guest on interview shows.
Step #13: Compile a list of trade associations that serve the prospects you want to reach. Keep these trade groups on your mailing list. Offer to present seminars that are sponsored by these trade associations at their regional conferences.
Step #14: Compile a list of prospective referral sources in the states or regions you serve and add them to your database. Send them your packet of information, so they understand what you do. Invite their referrals and offer referral fees, if appropriate.
Step #15: Market your seminars and speaking engagements nationwide. Make sure everyone on your database knows you offer seminars. While they might not be the correct contact person, they can make your seminars known to the right people.
Step #16: Send an email alert or briefing at least every month. The more often you stay in touch with everyone on your email list, the more new clients you’ll attract and the more publicity you’ll generate. Twice each month is even better.
Step #17: Post to a blog on your website at least every month.
Your blog can contain the same or similar content as your email alert. You must educate and keep educating your target audiences. Education reinforces your position as a respected authority and gives you a platform to share your knowledge, skill, and experience. ◆
