This document provides marketing tips for attorneys. It discusses 5 key marketing methods: referrals, internet strategies, yellow pages, radio, and television. It emphasizes the importance of tracking marketing efforts to determine return on investment and know where clients are coming from. Specific referral strategies are outlined, such as using business cards and partnering with non-profits. Tips are given for effective internet marketing, yellow pages ads, and using radio and television advertising strategically depending on practice area. The document stresses learning your budget and allocation and notes that effective marketing can yield a $10-$20 return for every $1 spent.

1. Attorney Marketing 101
Courtesy Daniel Carney
MARKETING CONSULTANT

2. Why are you Marketing ?
To get more Clients
To get more revenue
Successful Marketing for a Successful Business.
4 Ground Rules
1. When you see a marketing idea that is phenomenally successful in
a different industry than yours, open your eyes & ears. These can
really pump-up your bottom line.
2. Only one reason to spend on marketing – REVENUE!
3. Expect immediate & positive results from your marketing.
4. Look at what your competitors are doing.

3. 5 Marketing Methods Grow
Business
Referral & Strategies
Internet Strategies
Yellow Pages
Radio
Television

4. Track Your Marketing
So you know ROI return on investment
So you set and maintain successful budgets
Know where clients come from
Tracking is a simple as a notebook & asking.
Ask every phone call how got number
Ask every email how got email
Consider listing different number each advertisement

5. Referral Strategies
Business Cards
Card 1 – Print Back of Card Ask for referral, list referring name & phone number.
Card 2 – Never go anywhere without your cards.
Card 3 – Never give just one card out, always give out 3 cards.
Card 4 – When eat out leave nice tip & leave cards with simple Thank You!
Referral
Strategy 1 – Target a referral source with influence in your area.
Strategy 2 – Partner with non-profit agencies
Strategy 3 – Strategic Alliances
Clients
Engage your clients with incentives to promote your services.

6. Internet
Web design firms build web sites!
You need SEO search engine optimization.
SEO is technical in nature & combines:
Programing Skills
Business Knowledge
Persuasion
Sales Skill
2 parts to SEO
On-Page Optimization
Off-Page Optimization

7. Yellow Pages
Is it Yellow pages our Your Ad & Market?
Not every business needs yellow pages.
Attorneys that should NOT use yellow pages.
Practice areas that cater to wealthy.
Practice area focus on personal injury clients.
Practice areas focus on Businesses.
Attorneys that should use yellow pages.
Practice Areas whose clients are low middle income to low income.
Your Ad must be completely different than competitors
grab attention & relate benefits.

8. Radio
Magic If Done correctly for right Practice Areas.
DUI-DWI
Divorce & Family Law
Employee Rights & Immigration Law
Radio Ads that work.
96% of radio ads used are done by AE not a professional copywriter.
Write it yourself or hire a copywriter to target your ideal client.
Use a Direct response targeted ad – “Single Call to Action”
Most effective time is Mid-day drive from 10a to 3p.
Choose station based o what ideal clients are listening to!

9. Television
A Smart Investment
Personal Injury
Bankruptcy
Divorce & Family Law
Social Security Disability & Workers Comp
Business Law
Truth is, it can be very inexpensive.
Ideal time Daytime, late-night & overnight to air spots.
Builds Image like no other medium.

10. Return on Investment
What Should you really Expect?
More the 98% of market advertise exact same way as competitors.
Track your marketing & If it’s making money Leave it alone!
If it put back at least $2 for every $1 you spend keep it.
Learn your Budget & Allocation
Effective Marketing will ROI $10-$20 for every $1 you spend.
WILL have a HUGE impact on your bottom Line.
TRACK FIRST, DETERMINE BUDGET, ALLOCATE SMARTLY