Published on August 18, 2009
10 RULES of LEGAL MARKETING by Matthew Homann the [non]billable hour © Matthew Homann 2009 All Rights Reserved
"My lawyer can beat up your lawyer" isn't a marketing strategy. 1 "My lawyer will call me back before yours will" is. © Matthew Homann 2009 All Rights Reserved
Google tells me there are 470,000 2 "Full Service Law Firms” out there. Which one was yours again? © Matthew Homann 2009 All Rights Reserved
Unless the person who founded your ﬁrm 100 years ago is still alive 3 and practicing law, he's completely irrelevant to every client who's thinking of hiring you. © Matthew Homann 2009 All Rights Reserved
Market to a "want" not to a "need." By the time your clients realize they 4 "need" you, it's often too late -- for them and for you. © Matthew Homann 2009 All Rights Reserved
Your “keep great clients happy” budget should exceed your “try to 5 get new clients” budget by at least 3:1. © Matthew Homann 2009 All Rights Reserved
Thanksgiving cards say you're thankful for your clients' business. 6 Christmas cards say you're just like everybody else. © Matthew Homann 2009 All Rights Reserved
Having the scales of justice on your business card says you're a lawyer -- an old, stodgy, unimaginative, do- 7 what-everyone-else-has-done-for- ﬁfty-years lawyer. Same is true for your yellow pages ad. © Matthew Homann 2009 All Rights Reserved
Speaking of yellow pages, don’t abdicate your marketing strategy to 8 their salespeople. They don’t know marketing. They only know how to sell you a bigger ad each year. © Matthew Homann 2009 All Rights Reserved
Your future clients have been living their entire lives online and will 9 expect the same from you. If you’re invisible on the web, you won’t exist to them. © Matthew Homann 2009 All Rights Reserved
The single best marketing strategy in the world is to ﬁnd your best 10 clients and ask them, "How do I get more clients like you?" © Matthew Homann 2009 All Rights Reserved
Matthew Homann is the founder of LexThink and the author of the [non]billable hour blog. He helps lawyers and law ﬁrms ﬁnd innovative ways to serve clients better and make more money. You can reach him at Matt @ LexThink.com or follow him on Twitter @MattHomann. © Matthew Homann 2009 All Rights Reserved
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