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Marketing basics

It’s never too early to begin marketing services to existing and potential clients. As you work on a basic marketing plan, consider including the following activities and implementation schedule:

Each week:

  • Call a client and just say hi (don’t bill them for the call!).
  • Take at least one current client, potential client, or potential source of referrals out to lunch (or just for a coffee).
  • Call clients on their birthdays.
  • Send a handwritten thank-you note any time you: close a client file; receive an introduction or a referral; or receive any kind of advice, assistance or support that goes beyond the call of duty.
  • Forward clients, potential clients or other contacts copies of newspaper or magazine articles that they might find useful.

Each month:

  • Attend at least one civic, service or community meeting.
  • Try to meet at least five new people.
  • Make a telephone call to an old friend you haven’t talked to in a while and just chat.
  • Spend some time touring a client’s place of business at no charge to the client.
  • Send someone you know who received some good press a copy of the newspaper article and a congratulatory note.
  • Attend an education program and sit with lawyers you don’t already know.

During the next four months:

  • Set up a public speaking engagement, or volunteer to help with one on behalf of your firm. Tell your clients about it.
  • Read a book about marketing or law practice management.
  • Host a social event or arrange a get-together.
  • Do some volunteer work for the Law Society, the Canadian Bar Association, the Ontario Bar Association, or another law association.
  • Schedule a time to review the last four months of your marketing efforts.

When choosing marketing activities, play to your strengths. If you’re very social, find opportunities for face-to-face meetings. If you’re a written communicator, keep those thank-you notes flowing. Remember that a diverse approach will often yield the best results. Make an effort to try some of those marketing activities that lie outside your comfort zone. With practice, you’ll find that your efforts come more naturally. You’ll also begin to see results.