Publicity tips for lawyers
Let's face it: lawyers have get a terrible rap. We've all heard the lawyer jokes, listened to our friends blame all the problems of the world on greedy lawyers. On top of a bad reputation, your law firm has to compete with tons of other law firms, and the regular public doesn't know heads or tails about the difference between you and everyone else. Lawyers and law firms need to come up with a good publicity plan that will bring in new customers and keep old ones.
1. The first step is to decide what kind of image you want to portray. When designing the publicity for your law firm, think about your ideal customer. Do you handle auto accidents? Patent law? Small cases or large? Medical malpractice? Copyright violation? Your customer will determine your image and where you decide to advertise. Once you've decided who you want to attract, it's time to think of the image that will most attract that customer. Your advertising campaign will be based upon these decisions.
2. When designing your ad, make it exciting! Nobody is attracted to dull advertisement, especially when it comes to law firms. Use the color red often, as it attracts the eye. While you want your ad to be exciting, don't make it gaudy. This will turn people off and will play into the general idea that lawyers are greedy.
3. Choose a spokesperson. You need someone that people will associate with your firm. This is a very important publicity tip for lawyers and law firms. Make sure that your spokesperson appears in all of your ads in order to exploit fully the marketing potential of the spokesperson. If people associate your firm with someone, they'll be more likely to think of you when considering a lawyer.
4. Choose advertising venues. The radio is a great place to advertise. Once again, consider your audience, and choose radio stations accordingly. Billboards, especially when they are exciting and tastefully designed, are another great idea. Newspapers, both major and small, are an excellent place to advertise. Don't forget the yellow pages. Most people don't know any lawyers and so, believe it or not, they do look under the yellow pages. Place an attention-grabbing, yet tasteful ad on one of the pages. If someone is attracted to your ad among all of the unfamiliar names listed under "Lawyers," you have a customer. Also consider advertising in law magazines and other similar publications. Magazines are a great publicity area for lawyers and law firms. Make sure that you choose magazines that cater to your ideal customer pool.
5. Alternative forms of advertising. While print and radio ads are fantastic publicity for lawyers and law firms, don't forget that you are marketing yourself. Line up speaking appointments for law events, local events, local clubs like the Lions Club, even guest lecturing at the local college. Publish articles in law magazines. If you make a good impression at these venues, people will remember you.
6. Another good publicity tip for lawyers and law firms is to hold your own events and to plan them carefully. Decide what kind of environment you want to create. Pick a speaker carefully. Pick your locale far ahead of time, and then decorate it tastefully. Hire an event coordinator to make sure that everything runs smoothly. This event is not necessarily the place to hand out brochures advertising yourself. Rather, send the brochures later to your carefully selected invitees.
7. Retain your customers. Make sure that your customers know that they are personally valued. Send them a Christmas and birthday card. If you show that you care, they'll keep coming back.
8. Have a web page. A website is great publicity for lawyers and law firms. This should be a well-designed site that appeals visually to the viewer and offers great content. Make sure you include the focus of your firm, your specialities, sample cases, and lawyer bios.
Lawyers have a bad image in the minds of everyone. Good publicity can help a law firm overcome that image and set themselves apart from all of the other law firms out there.
