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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

The sole purpose of your initial lawyer advertisement should not be to get someone to hire you then and there. Instead, it should be to build your "herd."

Your herd is your list of people with whom you have come in contact with - your past clients, current clients, friends, relatives, leads and acquaintances. These are people who know you have something interesting and valuable to give them. Your herd will eventually become immune to other attorneys' advertising and will think of you first when in need of legal services.

When you are thinking about your lawyer marketing efforts, you need to keep your herd in mind. For example, your initial ad needs to motivate people to raise their hands to say that they want to hear what you have to say or take you up on a free offer, such as a book, video or report. At that point, you can collect their information and start the relationship.

Building your herd doesn't stop with your lawyer ad. You also need to keep track of who responds and keep in contact on a regular basis. By doing so, you will be able to reach the right people at the right time.

For more marketing tips, visit my website, www.greatlegalmarketing.com.