The Legal Marketing Center Blog

I just came across an excellent article by John Jantsch, author of Duct Tape Marketing, regarding how to motivate referral sources to refer you business. It’s funny how intuitively I have followed most of the advice given by John in my everyday practice. That’s the great thing about legal marketing and what makes it so easy - the ideas that I give in this blog and on my website are so basic and easy to implement. The problem is that the majority of attorneys either can’t find the time to implement these ideas, or don’t know how to.

Here is a brief summary of the main points that John brings up in his article:

1. You need to change the focus of your referral marketing from what “they” can do for “you” to what “you” can do for “them”. Incidentally, I discuss this idea in depth in my legal marketing site when I discuss that you must get referral sources to “know you, like you, and trust you.” How are they ever going to do that if all you bring to the table is a request for them to send you business.
2. Send a letter to 25 of your top referral sources. Include a form in this mailing that asks your referral source to explain, in their words, exactly how you can introduce them to your clients. What an amazing idea - easy to implement and will pay tremendous dividends for your law practice.
3. Interview your referral sources about their practices and what they can offer your clients. You can turn this into a monthly teleseminar, podcast (as I have done here) or CD that you can provide as a service to your clients.