3 Underutilized Legal Advertising Avenues - May 2012

3 Underutilized Legal Advertising Avenues

Advertising is a lot like practicing law: there are no absolute guarantees. In many instances the bold and inventive are favored. We’ve always encouraged creative marketing schemes that grab attention and send a clear message.

Below is a list of 3 drastically underutilized sources of drumming up legal business. Even if the specifics do not apply exactly to your practice, you can change and adapt them as you see fit.

  • Church and Political Organization Bulletins — Members of religious, political, and other interest based groups offer a platform for like-minded folks. Placing a sponsorship ad in a bulletin or newsletter gives group members a positive view of you because you’re supporting the community. Additionally, potential clients will know you share the same set of values/interests and will be more comfortable with asking you for legal help.
  • Establishment Targeting — The great thing about big box stores is that you can get everything in one place. We’re not advocating advertising your services at Target- don’t worry. But you may still be interested in exploring where your clients frequent. Going to the source can be one of the most effective advertising ploys. Criminal lawyers leaving business cards in bail bonds offices, contract lawyers in real estate offices, personal injury lawyers befriend local insurance adjusters, and so on.
  • Useful Businesses — This final method can often result in stronger business ties and/or smaller bills. Reminding the businesses you frequent that you’re a great lawyer can lead to some great deals. If you rent your office, remind the property owner to come to you if he/she has any legal problems. This works with everyone from the water delivery guy to the disgruntled store manager at Staples. Never forget that almost everyone will need legal help at some time and fortune favors the persistent.

Amazing Electronics You May Have Missed

When it comes to gadgets, I have little to no will power. I don’t necessarily have the expendable cash to be a self-proclaimed “early adopter” every time, but once that second or third generation product comes out, I’m definitely on it.

That said, it’s always a huge plus when you can snag great new products that also qualify as a business expense.

Below is a small selection of the most mind-blowing products of recent that should help your legal practice:

SmartBoard—I first encountered this collaborative gadget a year or so back while visiting an Ivy League campus. Since then, they’ve been popping up all over academic and professional venues. If your office works as a team in any fashion, this thing can take it to the next level. It’s like the love child of an iPad, white board, and the new god of productivity. To quote: "For our customer, collaborating using a flip chart or dry-erase board is the equivalent of make a phone call using a piece of string and two tin cans.”

iCache—This will likely give you a jolt: the iCache can combine all of your credit cards (personal, office, etc.) into ONE CARD. Yes, I mean it. The iCache replicates your credit card magnetic strip signatures so you don’t have to carry all those different cards, just one device. The biometric fingerprint security swipe means it's useless to thieves (unless they also cut your finger off). A perfect invention for those on the go.

Nera WorldPro—Simply put, it's the best and lightest option for those of us who must have internet, email, and video conference capabilities on the go. The Nera WorldPro is a satellite world phone so you can use it anywhere, anytime, in any conditions.

The Power of Color in Legal Marketing

If it works for criminal enterprises like gangs and international superstars like Tiger Woods, why wouldn’t you look into the psychology of color in your legal marketing?

You probably aren’t surprised to find out that the folks at nearly every Fortune 500 company have been pouring hundreds of millions into advertising research on color. Here’s your chance to capitalize on their efforts.

As you might know, different colors elicit different responses from the human psyche. This can lend itself to your new logo, business cards, and has even been adapted in some offices to dictate paint and furniture colors.

For example, the color Green is most often associated with organic, growth, trust, and money. Conversely, Red is one of the colors that elicits the strongest reactions: hot, excitement, passion, and sex. Many interior designers and marketing aficionados combine colors to create compound reactions. In the case of UPS, Brown is seen as dependable and confident.

So what color is right for your law firm? Take a look at the chart and see what fits best.

Cashing In On Identity Theft

Did you know identity theft affects over 1.5 million people in the United States every year? And that’s just the number of people in 2010 who reported identity theft to the U.S. Federal Trade Commission.

If you’re a general practice or civil lawyer, you may want to put on your business hat and grab a piece of the pie.

Taking on identity theft cases can mean more money for your practice. Just like your investment counselor tells you “diversify your portfolio,” we say “diversify your caseload.” The complicated nature of identity theft cases means more hours and more revenue.

Taking on identity theft cases can breathe new life into your practice. We all get in the “routine” of everyday work, and throwing ourselves a curveball just may do the trick. It also works for the folks who aren’t as challenged as they’d like to be. Sure, you’ll have to do some supplemental reading to brush up on the finer points but your capacity to help others will increase. Did I mention more revenue?