Lawyers e-Journal
Thursday, Mar. 8, 2012
Law Practice Management Tip
Act like an environmentalist when you market your practice
Many attorneys find it difficult to carve out time for
marketing. When they have billable work, they find it hard to
justify doing non-billable work. But marketing is most effective
when it is done all the time, not just during your slow
periods.
So how do you balance periods of busyness with the need to market
all the time? The answer lies in one word: recycling. If you
look for ways to recycle your work product, your marketing will
become more efficient.
If you adopt a recycling mindset, you will realize that there are
many ways to repurpose the work you are already doing. If you adopt
this "environmental" approach, you will find it a lot easier to
create content that you can share in a number of ways.
For example, if you work on a brief that raises an issue which you
think may be of interest to others, write an article on the
subject. From there, you can develop a client seminar. Other
possibilities include writing up a client alert, creating a
checklist or putting together a tip sheet.
Social media offers many new ways to repurpose your client work.
Once you have created content, use social media to distribute your
practice tools (or let the world know that you are happy to share
the checklist you created).
By not starting from scratch, you will be able to make the most of
the limited time you have for reputation building. And by starting
out with real issues facing real clients, you are more likely to
write about things that matter to other prospective clients.
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published March 8, 2012
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To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice
Chair Stephen
Seckler.