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Small Law Firm Marketing: How to Market a Small Law Firm for Less than $500

Written by: Dave Lorenzo

Article Overview: Jump-start your solo law practice, here is a starter list of things that you can do to Attract New Clients with Little Time, Effort and Money...

Small Law Firm Marketing: How to Market a Small Law Firm for Less than $500

Whenever a client walks into my office to discuss marketing for his small law firm, the conversation invariably starts with: "I don't have enough money," or "Where can I get the money to market my services?"

The reality is that money is not a big problem when it comes to small law firm marketing. You can bootstrap a law business exactly the same way an entrepreneur bootstraps any other start-up.

Here is a starter list of things that you can do today (and over the next six months) to jump-start your solo law practice.

5 Ways to Market Your Small Law Firm & Attract New Clients with Little Time, Effort and Money

1. Focus on Your Natural Network First

Each of us has a network of people we know, like, and trust (to varying degrees). Leverage this network to the hilt. Call everyone—your friends, relatives, and business associates—past and present. Let them know that you are on your own and explain to them the value you provide.

The purpose of these calls is not just to get business in your specialty area; it is also to convince them to come to you first with any legal work. If you cannot handle the work, you can refer them to another attorney, who will (hopefully) return the favor with a referral to you in the near future.

2. Seize All Opportunities for Free Media with a News Hook

Every day, there are news items in the newspaper and on television and radio that fall into your area of expertise. Your local newspaper editor is always looking for expert commentary on these topics. A news story without a quote is not a true news story.

Fax and mail a press release every month to the local editors and reporters who cover relevant stories. Include a business card or two with your full contact information—including your home and mobile telephone numbers.

3. Write, Write, and Write Even More

One good way to get in front of your target market is to write and pitch articles to trade magazines that target your niche. Trade magazines are always looking for good content, and they include a byline with your name and contact information. This will not produce immediate results, but it will have a cumulative effect if prospective clients keep seeing your name and information.

You could also write and submit articles online. Remember, you want to be found online and offline.

4. Speak for Free

There are hundreds of trade associations in every market niche. Almost all of them have an annual event (some have events more frequently). Put together a good press kit and send it, along with a letter offering to speak at their next event, to the event coordinators.

Although some of these groups will pay you a small fee, the value is in obtaining the contact information of the attendees. Segment this list into people who attended the event and people who did not attend (they generally have a list of people who register but don't show up). Organize a mailing to the folks who attended and offer them the slides from your presentation (or a summary of your speech). Once they respond, subscribe them to your e-mail newsletter.

5. Conduct Sponsored Education Events

Educational events always lead to new client generation. The challenging part of these events is getting enough people in the room to make it pay off. A good strategy for leveraging your expertise in front of as many people as possible is to partner with another business that is targeting the same audience.

Many times an established business in town will be happy to host, promote, and cater the event. They want the chance to get all of the decision-makers in a room at the same time, and you will be their "hook." Setting up such an event takes a good deal of networking and relationship building, but it is well worth it.

Marketing a small law firm or solo practice doesn't have to be financially daunting. A little creativity, a lot of sweat equity, and a small investment will go a long way toward landing your first few clients.

Follow this advice and you will successfully market your small law firm for less than $500. And, you will attract new clients with little time and effort.

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