The Legal Marketing Center Blog

I had lunch today with a partner at Zimmerman, Kiser & Sutcliffe in Orlando.  She asked me a simple question that intrigued me - “What one thing could I do NOW to really help my marketing?”

After thinking about the question for a moment, and asking her a little more about her practice (she does primarily workers comp defense), I came up with an answer.  I told her to take her many years of experience as an attorney and put that information into a small booklet called “10 Things Your Company can do to help Minimize Your Worker’s Comp claims”.  It would only cost her some time to put this together - she could even delegate the work to an associate who has shown initiative.

Once the booklet is done, she could get it published (probably for less than $1,000), and then send a copy to each of her clients.  What a terrific marketing piece this would be!  Even better than sending one to each of her clients would be making a personal visit to each client, ask them about the service her firm is providing them, ask if there is any other legal service her firm could be providing, treat the client to lunch/dinner, and then personally deliver the booklet.

When speaking with this partner, it came out that the firm had several clients that had only hired ZKS to handle their workers comp claims.  An entirely different firm was handling their other legal work!

So, if you are looking to invigorate your legal marketing quickly - write a booklet, visit your clients, ask them what else you can do for them, and personally deliver the booklet.  The great thing about this idea?  You could do a different booklet for each of your practice areas and deliver it the same way.  Then you really would be a full service law firm!