A simple marketing plan for attorneys

Days gone by, I said there are two mistakes lawyers make in marketing their services: not having a plot and not executing that plot. Today, I want to help you make a simple marketing plot for your law practice.

Why simple? Because if it's not simple, you won't do it.

Forget intricate. Forget long term. A simple plot has a few steps and a small time frame–this month, this week, today. You can make this plot in a few minutes; you can do the plot a few minutes a day. Small, sweet, do-able. Baby steps, followed by more baby steps.

Most plans are overwhelming. Pages of tasks and sub-tasks, market research, resources, footnotes. A simple plot fits on a sticky note.

So let's get to it. Let's make a simple plot and let's use a magic number: three. Three things. Not seven or seventeen, just three. Why three? Because you can remember three things. You won't even need a sticky note.

We'll start with some objectives:

• Three new clients a month
• Three prospects a week
• Three actions a day

Your goal is three new clients a month. (Feel free to adjust these numbers for your practice.) In order to get them, you're going to get three prospects each week. In order to do that, you're going to perform three marketing-related activities each day.

So far so excellent. Simple peezy.

Now, let's brainstorm some thoughts. Write down your thoughts–this is not your plot, it is thinking on paper which will help you make your plot.

NEW CLIENTS

There are uncommon kinds of "new clients":

• Never hired you before
• Former clients who hire you again
• Unfilled clients with new engagements

Choose one. Let's say, "never hired you before."

PROSPECTS

Let's define a prospect as someone who looks at some information: a brochure, a web page, an ad, a recorded seminar–something that lets them see what you can do for them. Let's say you've written a report on a theme of interest to your butt market. Your objective for the week is to get your report into the hands of three people who have never hired you.

Again, simple, and do-able.

ACTIONS

There are many ways to get information into the hands of a prospect. You can do that via

• Phone
• Email
• Social media
• Publicity
• Snail mail
• In person
• Articles
• Speaking
• Etc.

Let's use your unfilled network of clients and professional contacts as the conduit for distributing your report and phone and email to do that. So, here are your action steps, in preparation for executing your plot:

1. Write a report.
2. Make a list of clients, former clients, and professionals you can contact.
3. Calendar 15 minutes a day for calls.

Now, here's your plot:

1. Monday through Friday, between 3pm and 3:15pm, I will call three people on my list.
2. I will tell them about my report, confirm their email, and tell them I'm sending the report to them.
3. I will question them to forward the report to people they know who might be interested in reading it.

A simple plot. One you can do. One you will do. And one that will work.

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