February 23, 2006
Law Firm Marketing Gone Wrong
Guest author: John Remsen, Jr., jremsen@theremsengroup.com.
After ten years of experience marketing legal services, I have developed some strong views on marketing gone wrong in most law firms. I’m not talking about bad marketing. I’m referring to the dollars being wasted on ineffective marketing—dollars that, if used wisely, would increase per-partner income rather than waste it. Here are my big ten money wasters.
#10 - Random Acts of Golf and Lunch
Playing golf with an endless array of acquaintances that don’t have the ability to hire or refer you is hardly an effective use of your marketing time.
#9 - The “Really Big Show”
Grand events lack the well-aimed focus and relationship-building environment that leads to a continuing conversation (follow-up) with new business prospects.
#8 –One-Shot Wonders
Seminars, opens houses, holiday parties and the like buy the firm little or nothing unless they are part of a marketing continuum. All the marketing events should be part of a planned and coordinated market plan integrated with personal follow-up that “continues the conversation” with clients and prospects. Without the personal follow-up, you should keep the money.
#7 – Brochures and Newsletters That Cure Insomnia
Who wants to read mind-numbing tomes about the history of your firm and its 14 practice areas? Not me, and not your prospective clients either. Keep the copy concise and easy-to-read. Use bullet points whenever possible. Hire a talented graphic designer who will produce sharp, attention-grabbing marketing material.
#6 – Invisible Advertising
Traditional “tombstone” ads and “one-time” ads in a newspaper or magazine are practically worthless. Studies show that it takes 7-11 impressions before somebody will recall seeing your ad. Consistency and frequency are essential.
#5 -
The holidays are far too busy a time for your cards, parties, and gifts to be fully appreciated.
#4 – Directories, Directories and More Directories!
Most have little marketing value. Decision-makers simply don’t use them. The Bottom Line: With the exception of a few directories, such as LawOffice.com, Martindale-Hubbell and Best’s (for insurance defense counsel), hold on to your cash.
#3 – Vanity Letterhead
Most firms have abandoned the practice of listing every lawyer’s name on the masthead, and yours should, too. Consider adding a snappy firm logo and/or a splash of color. Those that continue the practice toss out more letterhead than they use as each expensive printing becomes outdated.
#2 - PPPPs (Powerful Partner’s Pet Projects)
Those tables purchased at the partner’s favorite charity or social event are rarely budgeted and are hardly ever consistent with firm-wide marketing objectives. They tend to consume vast quantities of money and staff time.
#1 – Consultants Who Don’t Know—About Law Firms
It takes someone who’s been there to make it happen. If you decide to hire a consultant, hire somebody who has a successful track record working with law firms like yours. When it comes to using your marketing dollars wisely, my best advice: develop a proactive, firm-wide marketing plan.
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About the author: John Remsen, Jr. and I both serve on the editorial board of the Managing Partner Advocate. He is the principal of The Remsen Group, a marketing consulting firm that works exclusively with law firms. John is the Past President of the Southeastern Chapter of the Legal Marketing Association and has served on its national Board of Directors. I have leaned on John to periodically share his market knowledge and experience with morepartnerincome readers.
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