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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

We get questions at Great Legal Marketing. Everyone who buys a marketing toolkit gets a chance to ask questions by fax, and my Mastermind and Coaching members are always asking questions.

From time to time I'll post answers here to questions I receive. If you have a law office marketing question the best thing to do is to fax (not email) your question to me, Ben Glass, at 703-783-0686. I won't use your name in this public response but I will send you a personal fax back to answer your question.

You faxed me and asked how to get more high end cases. I think the answer to that question is the classic "I do not know any one way to get more high end cases, but I know 210 ways and I use them all."

I think legal marketing is all about having a wide mouthed funnel through which it is as easy as possible for people to raise their hands and ask to enter the funnel. Then, with sequential contacts through mail, email and telephone, you establish yourself as the guru at the top of the mountain.

While you will not be accepting every case, every name you collect becomes a part of your herd who you then direct market to you in newsletters, postcards and other frequent contacts (12 to 18 times a year). Being consistent in growing and cultivating your herd is, I believe, the answer to your question.

Simply buying more yellow page/TV/Radio/Print space is the answer given by the marketing vultures, but it is the WRONG answer.