With the rise in consumer bankruptcy filings, it's tempting to dive into this fast-growing field. But once you decide to practice consumer bankruptcy law, it's important to get new clients - if you don't have a strategy you're going to end up with an empty office and not much to do.
Here, then, are 7 tactics for successful marketing of a consumer bankruptcy law office:
Know Your Market: If your market is filled with blue-collar factory workers, you need to structure your message in such a way as to speak to them. For example, talking about having to surrender the Porsche isn't going to resonate with a prospect who's just trying to keep gas in the 1986 Corolla. Negotiate With The Yellow Pages And Print Media: Print media is dying around the country as people flock to the Internet for their information, regardless of where you're practicing. In fact, several large Yellow Pages publishers have either filed for bankruptcy or gone out of business in the past few years. That means they're desperate for business. When talking money with your ad rep, use their quoted price as a starting figure. A good rule of thumb is to offer 50% of the quoted rate and work up slowly from there. Let them know you're prepared to walk if they don't meet your number. Stay Away From TV Unless You've Got Deep Pockets: Television is the most expensive medium out there for lawyers. In order to make an impression you're going to have to be in front of prospects as often as possible - sometimes as often as 2-3 times per viewing hour. And with so many channels of programming, that's going to take big money. Don't get sucked into that cash vortex unless you can afford to go in with both feet. Hire The Best Graphic Designer You Can Afford: Your Yellow Page ads, newspaper ads, and print materials need to be of the highest quality to stand out. You should never do this work yourself, even if you've got a graphic design background. Why? You're too close to the project and can't be objective. Go to elance.com and get the best your money can buy. Remember Your Web Presence Is Critical: Prospects look for information online now more than ever. Without a website that speaks to the needs of the market you might as well be in the middle of the Sahara. Social Media Is A Must-Have: Consumers are flocking to Facebook and Twitter, as well as to other social media sites. If you're there, make sure your profiles don't contain anything that could be objectionable to your potential clients. Have A Follow-Up Mechanism In Place: People will call and email for information, to set up consultations, and just to bend your ear. You need to have a way to get their information and follow up with them. Remember, even if someone isn't ready to hire you today it doesn't mean their problems are going away. By following up regularly you ensure that you're on their mind when a decision to hire a lawyer is made.
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