Powerpoint presentation from seminar at the 31st Annual NAJIT Conference in Orlando, FL Learn from a veteran lawyer how lawyers think and act, and how you can use those characteristics to market yourself an invaluable, and unique, asset to their legal teams. This session will introduce you to a lawyer’s thought processes when seeking out a translator or interpreter, what they know and don’t know about your job, and what they know and don’t know about your impact on their client matters. You will learn how to structure your marketing efforts around these thought processes to optimize your marketing’s impact, from informal networking events, to internet presence, handling projects and appearances, and formal marketing materials. Plan to leave this session with general strategies, and specific examples of marketing material.

1. Secret Strategies for Marketing
Language Services to Lawyers
Melody A. Kramer, Esq.
President, FreelanceLaw.com

2. 5 simple strategies
1. Understand what lawyers do and do not
know about your job
2. Be where law firms will be looking for you
3. Present an image that puts a lawyer at
ease
4. Make strategic use of each contact
5. Educate lawyers in small increments

3. What lawyers don’t know about
interpreters and translators
• What you do
• How you do it
• How to assess your qualifications
• How to assess your work quality
• Why you are different from anyone else
who speaks the same language

4. What lawyers do know about
interpreters and translators
• The fact that they need you at all is proof-
positive that they do not know everything
• Your presence at a proceeding interferes
with their ability to be the sole source of
attention
• You don’t make any money for them

5. How do lawyers find interpreters
and translators?
9 times out of 10 …
they ask their secretary to find one

6. How do legal secretaries find
and hire interpreters?
• Prior use of person or agency
• Recommendations from another attorney
or staff member
• Flyer/business card on hand
• Calling an agency
• Internet

7. Making the most of your first
impression
Through a lawyer’s eyes, one interpreter is
interchangeable with any other one,
unless
you make yourself memorable

8. Being memorable before your
accept an assignment
• Have a professional business presence
• Get enough specifics before agreeing to
an assignment
• Offer a referral if you are not available
• Treat the assignment as a formal business
agreement with a written contract
• Offer added value

9. Sample assignment confirmation letter
Dear Sir/Madam:
This letter confirms that I have agreed to provide interpretation services for your
office as follows:
Date/Time:
Location:
Service: Spanish-English interpretation for deposition of your client in the
Smith v Rodriguez medical malpractice case
Estimated Time:
Payment Terms: $___/hr; $____ retainer due by ____; balance due 10 days
Cancellation Policy:
Please confirm the details of this assignment by signing, dating, and returning
this to my office.

10. Sample pre-assignment confirmation email
Dear Sir/Madam:
This email confirms the following assignment:
[insert details]
In preparation for that deposition, I am attaching a short list of common cross-
cultural issues that arise in this type of deposition. If I can provide any
additional assistance to make this interpretation go smoothly, please let me
know and I would be happy to help you.

11. Being memorable during the
assignment
• General professionalism
• Build rapport with person you are
interpreting for and the lawyer
• Know when to interrupt
• Know when to give added information
• Give your contact information to all
counsel, court reporter, videographer

12. Being memorable after the
assignment
• Promptly submit your bill
• Concurrently offer your services for future
engagements
• Concurrently advise of other language
services that you also provide
• Make sure they know how to reach you
again

13. Sample post-assignment letter
Dear Sir/Madam:
It was a pleasure meeting you this morning. Thank you for using my
interpreting services. Per our agreement, my invoice is attached.
Please keep me in mind for any additional interpreting needs your office may
have. I also do document translation and . . .

14. The power of relationships –
making personal connections

15. Other types of marketing
• Internet presence
• Directories/databases
• Formal marketing materials
• Websites
• Social media
• Blogging

16. Get creative!
Teach classes
Translate routine office/company documents
Schedule a day per week in a law firm for
client consultations
Interpret informational/marketing materials
for law firms
Write educational materials regarding cross-
cultural issues in a legal context