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Law

Best marketing strategy for a young attorney to bring in new business?

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Start becoming a thought leader and connect with as many people you can - whether online or off.

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100% agree with this advice. If there is an in-house peer in your practice area you connect with and see around frequently, ask them if they want to write an article or blog post together. It's about connecting and getting your name out there. I'm a huge fan of firm lawyers offering in-house lawyers opportunities to write/speak. It helps us in our careers and gives you an opportunity to show your knowledge.

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The biggest thing for me has been the young lawyers’ division of the bar association and other young professionals’ groups. It can be exhausting but I rarely if ever turn down an invitation to grab coffee, lunch, or a drink. But really the most thorough way to do it is treat your fellow attorneys and really everybody you meet with courtesy and respect- a good reputation goes a really long way.

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All the online free lawyer rating sites- create a profile. Pass out cards to target market, Example: if you do business lit then give your cards to businesses. Join young professional networking groups in the area and all the additional attorneys groups. Explicitly tell friends what you do for a living so they know who and what to send your way of it crosses their path. Start a Facebook page if you’re solo practice. Reach out to your law school and attend their events, donate to the events they throw, even if it’s $50. Donate to a local sports team and sponsor the amount to get your name on their T-shirts. The more people that explicitly understand what you do, and know how to contact you- the better.

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It’s a grind but cold emailing. You probably need to send hundreds before anything materializes but you only need 1 bite to start!

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Look into your state’s bar association rules on Advertising and see if direct mail is something you can start capitalizing on. I’m in Florida and I can see every case that gets filed everyday and I can narrow it down to types of cases I’m interested in targeting. I have a bar approved letter that I can send directly to potential clients. As a newer associate, I have to prove my worth and my creativity in bringing in new clients so this was an easy and cost effective option. It took a minimal amount of my time every day and brings in a handful of clients per month. Then, those clients start to spread your name (assuming you do a good job for them) and you are essentially “casting your net” wider than it would have otherwise been. Good luck!

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This depends a lot on your area of law and target client. Are you a solo just starting out? Are you at a firm? If so, what size? Area of law matters in terms of what you have to offer, and if there are relevant organizations in which you can volunteer or network. For example, I'm in IP, and I built relationships offering office hours to tech incubators. Area of law also matters for your strategy. A lot of areas are relationship driven, and even if you do networking right, it takes 2-5 years for a relationship to develop and lead to work. I go to conferences (or at least did during the before times) trying to find people that I could talk to over coffee or beer. Then follow up at the next conference and see if they would want to do a seminar together. Then follow up again and see if they want to present to our clients and vice versa. Finally, there is no best marketing strategy. Your personality will determine what types of strategies will be effective for you. If you want a catalog of potential strategies to review, you should take a look at Foonberg's How to Get and Keep Good Clients.

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Pick a few networking groups and be consistent and helpful to those in the group. Like P1 says, this depends on your practice area. Litigators and bankruptcy attys get referrals from others when things turn to shit, so get to know some people well enough that you’ll become the #1 on their speed dial. Business attys get business from doing business well and looking competent to others. Etc. Consistency is key.

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