Blueprint for Marketing


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A great primer to help young lawyers market their practice and a good refresher for more experienced practitioners.

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Blueprint for Marketing

  1. 1. Blueprint for Building Your Law Practice Presented by: Michael E. Jackson JACKSON | ASSOCIATES For The New York County Lawyers Association
  2. 2. What Kind of Lawyer Are You? <ul><li>A lawyer in general practice handling matters in many areas of the law without specializing </li></ul><ul><li>A lawyer with a number of specialties and sub-specialties (such as litigation and various aspects thereof) </li></ul><ul><li>A lawyer with a narrow specialty which you know and understand thoroughly (such as employment law, mergers & acquisitions, health care law, intellectual property law) </li></ul>
  3. 3. How Do You Ensure Longevity and Prosperity in the Practice of law? <ul><li>By developing your own book of business made up of clients who are loyal to you </li></ul><ul><li>By carefully analyzing the nature of your practice, what you are really good at and setting goals accordingly </li></ul><ul><li>By reaching out to potential clients and potential referral sources methodically and continuously </li></ul><ul><li>There is no magic bullet! </li></ul>
  4. 4. How Does a Lawyer Get Business? <ul><li>By doing excellent work for existing clients, getting more matters from them, and getting referrals from them to new clients </li></ul><ul><li>Business you go out and get by gaining “visibility” and other personal marketing efforts </li></ul><ul><li>Business that comes in “over the transom” in a variety of ways through contacts </li></ul>
  5. 5. Key Tasks in the Short Term <ul><li>Update your detailed curriculum vitae </li></ul><ul><li>Develop a short bio – two to three paragraphs </li></ul><ul><li>Secure a professional quality photograph of yourself, in color, in a digital file in two forms – high resolution for print publication and low resolution for online and other purposes </li></ul><ul><li>Identify key business associations and organizations for regular involvement </li></ul>
  6. 6. Rainmaking for Fun and Profit <ul><li>Creativity : Develop and sell ideas </li></ul><ul><li>Project knowledge and expertise through articles, newsletters, seminars, speeches and publicity </li></ul><ul><li>Understand and be able to communicate your capabilities -- if you practice with other lawyers, you should be able to communicate their capabilities as well </li></ul>
  7. 7. Rainmaking for Fun and Profit <ul><li>Then vs. Now : The competitive arena for selling legal services is more competitive now than ever before </li></ul><ul><li>You must focus on proven practice development methods that are low cost but effective </li></ul><ul><li>Publicity and public relations is now and will always be the most cost effective way for you to market your services </li></ul>
  8. 8. The Publicity Matrix <ul><li>Plan your activities </li></ul><ul><li>Tell them what you’re going to do </li></ul><ul><li>Do it </li></ul><ul><li>Tell them what you did </li></ul><ul><li>Follow-up! </li></ul>
  9. 9. Best Places to Make Contacts <ul><li>Online Networking, such as LinkedIn </li></ul><ul><li>Charities/Community organizations </li></ul><ul><li>Nonprofit boards </li></ul><ul><li>Business organizations </li></ul><ul><li>Political organizations </li></ul><ul><li>Civic organizations </li></ul><ul><li>Alumni organizations </li></ul><ul><li>Legal professional organizations </li></ul><ul><li>Non-Legal professional organizations </li></ul>
  10. 10. Keys to Successful Networking <ul><li>Set goals and make a plan </li></ul><ul><li>Focus on the needs of others </li></ul><ul><li>Cultivate the ability to converse on a wide range of substantive topics </li></ul><ul><li>Follow up quickly when you make a contact - no longer than 48 hours </li></ul><ul><li>Maintain relationships </li></ul><ul><li>Send personal notes </li></ul><ul><li>Take at least one action each day to initiate or maintain relationships </li></ul><ul><li>Reach out to school alumni and others </li></ul><ul><li>Respect your contacts and ask permission when referring </li></ul><ul><li>Thank people who help you within 48 hours </li></ul>
  11. 11. Marketing Activities (1) <ul><li>ARTICLES for: Web Site; Newsletter; Law Journal; Business Publications; General Interest newspapers or Magazines. Identify new topics or new angles on existing topics. These can be substantive articles or opinion pieces, short or long. If you produce interesting, well-written articles you can find places to publish them </li></ul>
  12. 12. Marketing Activities (2) <ul><li>LEGAL ASSOCIATIONS: NYCLA, NYSBA, ABA, NJSBA, Corporate Counsel Associations, Inns of Court, and others, including sections or committees -- join the sections or committees that match your expertise and interests, then, volunteer and get involved, serve as a committee chair or officer -- and stay involved; work the crowd. </li></ul>
  13. 13. Marketing Activities (3) <ul><li>POLITICAL ACTIVITIES: Participate on the local, state or national level as a volunteer or as an appointed or elected official, ideally in the community where you work or reside. </li></ul>
  14. 14. Marketing Activities (4) <ul><li>INDUSTRY ASSOCIATIONS AND ASSOCIATIONS OF OTHER PROFESSIONALS: Technology Councils, Venture Capital Groups, Real Estate Associations, New York State Society of Certified Public Accountants, Society for Human Resource Management, New York Bankers Association, and other local and national organizations related to your experience and objectives for practice development. Get involved, make yourself known, stay involved . </li></ul>
  15. 15. Marketing Activities (5) <ul><li>PERSONAL MARKETING OUTREACH Give a speech, participate as a presenter in a Seminar, attend a “Meet & Greet” gathering of business leaders. Also, get involved in a community or not-for-profit organization that is in line with your personal interests; volunteer, serve on a board, serve on a committee. </li></ul>
  16. 16. Marketing Activities (6) <ul><li>CONTACT LIST AND FOLLOWUP: Working by yourself or in concert with an assistant, maintain a contact list of people you know: referral sources, potential clients, etc., and “work” that list methodically through mail, e-mail, phone and in-person contacts. This might include a holiday card or candy list, birthday card list, etc . </li></ul>
  17. 17. About The Speaker <ul><li>Mike Jackson has a broad range of experience in all aspects of marketing and communications. He has created and executed marketing programs for law firms, accounting firms and consumer product companies. His hallmark is helping professionals to help themselves using the most cost-effective means. </li></ul>JACKSON | ASSOCIATES Marketing ■ Communications ■ Public Relations ■ Publicity Warwick, New York 10990 Phone: 845-988-6654 E-mail: