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10 Tips to Get More Clients without Wasting Your Time and Money or Damaging Your Credibility
In working with experts on a daily basis, I
see certain marketing efforts that make me cringe - due to the
legal-inappropriateness, sheer waste of money or basic
ineffectiveness. A three full-page, four-color, beautiful, glossy
brochure -- with NO contact information? $25,000 for a website
that is too flashy, makes claims and promises and is ultimately
totally inappropriate when working within the legal community?
(By the way, I don't have to make any of these examples up - you
just wouldn't believe... smiley)
I've compiled a basic list here of Dos and
Don'ts that I hope will help some of you avoid these costly and
potentially practice-killing mistakes.
1. DO
compose and rehearse a one-sentence reply to the question,
"What do you do?" for networking situations such as a
mixer at an expert witness conference or, more importantly, when
meeting an attorney in person. It may be your one opportunity. Be
succinct -- attorneys are not interested in all that you know,
only in what you can do for them. "I provide litigation
support to attorneys in the field of orthopedic surgery,
including medical record review, and expert testimony if
necessary."
2. DO
develop a networking relationship with your competitors. I know a
Houston expert who turns away enough business to keep two
additional consultants fully employed. Put yourself in the
position to receive that turned away business!
3. DON'T
invest advertising dollars in display advertising without also
maintaining a consistent listing-type exposure such as a
directory or classified advertising. The only exception would be
display advertising in a publication directed to an extremely
targeted audience. Nonetheless, remember that expert advertising,
unlike retail advertising, does not create the prospect's desire
and need. Not until an attorney needs an expert does he look for
one.
4. DO
learn the difference between classified and display advertising.
When an attorney seeks a toxicologist in an expert witness
classified section, he will look for a category heading of
'Toxicology'. Conversely, a display ad must catch the reader's
eye among articles and other kinds of ads. It must, therefore, be
larger and contain an attention-getting phrase, photo, logo or
graphic, and must have enough white space to make the message
stand out.
5. DON'T
pay for space in a classified ad to state your fax number or
address. The purpose of a classified ad is to tell the attorney
that an expert is available in the specialty he is seeking. He
will call you for additional information. Do, however, state your
email and/or website address if you have one.
6. DON'T
change your classified ad frequently. It is a category listing,
not a beauty contest. People remember by shape, dimensions, a
catchy word or term and other repeated aspects. Make it easy for
them, when they need you, to recall having seen your ad.
7. DO
have a friend call your business when you are out to see how your
associates, family members, answering machine and/or answering
service handle the call. One client reported a sharp increase in
business when she replaced her answering service with another
service. Further, if a person or a machine does not answer your
phone, i.e., it just rings when you are out, do not waste money
advertising or even marketing.
8. DON'T
waste money sending large, glossy, costly brochures in a direct
mailing. A letter, a tri-fold paper brochure or resume and a
business card are adequate. Save the more costly kit for
inquirers.
9. DO
make a marketing plan before you contract for advertising.
Advertising is only one technique for growing your practice, and
experts need a well-thought-out plan that includes
professional-looking, effective business cards and other
materials; networking actions and events; direct contact with
attorneys, insurance adjusters and other potential clients; and
publicity efforts such as newsletters, presentations,
instructing/teaching and written articles.
10. DON'T
ignore your existing and prior clients, who already represent
value, in your search for new ones. Groom the goose that lays the
golden egg.
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