Succeeding in Your Business by Cliff Ennico

"I was laid off from a large law firm earlier this year. After several failed attempts to find a job with another large firm elsewhere in the country, I have decided to ‘hang out my shingle' in my hometown and work out of my home office. Since I think you do pretty much the same thing as I want to do, do you have any good tips for marketing a successful one-person law practice?"

Oh, boy, do I ever...

When starting a professional practice, or indeed any service-oriented business, here are your seven most important marketing tools (in no particular order of importance — they are all "must do's" in my book).

1. Your personality (yes, you do have one). Like most professionals, you have tons of competition and no real way to differentiate your service offerings from theirs. Having shopped around for legal services myself (I never represent myself for I would have a fool for a client), I can tell you that, like most clients, given the choice between (a) an attorney with rock-bottom fees but an attitude I cannot relate to, and (b) an attorney with higher fees but whom I feel is trustworthy and will be listening to my needs instead of offering the same "cookie-cutter" service every other client gets, I opt for attorney b every time. People do not buy your professional services; they buy you . It doesn't matter how brilliant an attorney you are if your personality routinely turns people off.

If you really don't have a personality (I feel sorry for you), take a Dale Carnegie course, hire a lifestyle coach or consider going to charm school.

2. Your law practice website/online directory listings. Do not post a web page on someone else's website. Hire a web developer and create one of your own. Your website should contain (a) a list of the services you provide, (b) some things you don't do (so you won't waste a prospect's time, nor they yours), (c) some free information that's actually useful, (d) your hourly rate and any "flat fee" you offer for certain services (yes, you should offer these), and (e) something that "humanizes" you by sending the signal you can be approached without fear or trepidation.

Next, list your practice on the searchable "lawyer directory" on your state and local bar association websites. Lots of people start here (not the Yellow Pages) when looking for local lawyers. Be sure to include a link to your website.

3. Your personal network, esp. referral sources.

When trolling for clients, focus on "referral sources" — people who are regularly in contact with your desired clients and can send lots of business your way. If you represent people who are buying franchises (as I do), taking a few local franchise brokers to lunch will generate lots more business than taking out a newspaper ad hoping it will be read by someone looking to buy a franchise.

4. Your involvement in (non-legal) organizations. By all means, join a bar association or two, for educational opportunities and the chance to find like-minded peers you can use as a "sounding board" when you have tough client-handling questions. But spend lots more time joining organizations where potential clients will be hanging out. Look for organizations that (a) have lots of members who may be potential clients, (b) have few or no other attorneys as members, and (c) have a low "flake ratio" (ratio of flaky people to total population).

5. Your e-newsletter or blog. Send regular e-mail blasts to clients, prospects and others who have accepted your invitation to receive free, important information about changes in their legal environment.

6. Your involvement in community affairs. You can write articles for local newspapers and trade journals, but it's a lot better (and less time consuming) if they are writing about you. If your services are local in nature, run for public office (even if you lose), volunteer for a local board or committee, sponsor a charitable cause; do anything that's not illegal, immoral or embarrassing to get publicity. If your services are not local in nature, consider "branding" them by writing a book, appearing regularly on radio and TV talk shows, or taking on a high-profile "pro bono" case that generates lots of media attention.

7. Your vocal chords. Lawyers are professional mouthpieces. Start giving talks and speeches for local organizations. Scour every local newspaper and publication for announcements of organization meetings. Call each organization's "program director" and volunteer to speak — free — at an upcoming meeting. Be sure to speak about something their membership is interested in right now, not necessarily what you know.

There are other things you can do, of course, both online and offline, but these are the ones you do first. Once these are in place, you can look at more exotic marketing options. Assuming, of course, you have the time with all the business that will be marching through the door.

Cliff Ennico (crennico@gmail.com) is a syndicated columnist, author and former host of the PBS television series "Money Hunt." This column is no substitute for legal, tax or financial advice, which can be furnished only by a qualified professional licensed in your state. To find out more about Cliff Ennico and other Creators Syndicate writers and cartoonists, visit our Web page at www.creators.com.

COPYRIGHT 2009 CLIFFORD R. ENNICO.

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