It is a monumental mistake to think that marketing ends once your client pays you the fees for your legal services. Sure, the case is closed and your client goes home.
But what does a Guerrilla Marketing lawyer do?
Follow up.
Your first question would be, What is there left to do? How about a thank you note or card sent 2 days after the payment of the check? How many lawyers have you dealt with that sent you a thank you card 2 days after you have paid him? Or 2 weeks, or 2 months later? Maybe none. A Guerrilla Marketing lawyer would.
But you would not stop there if you are a Guerrilla Marketer. You would also solicit a non-obligatory testimonial from your client about how you represented him or her.
Perhaps a month later (or at whatever time frame you deem appropriate), you would send another note, email or make a phone call to check up on your client just to see how things are since the close of the case. This would also be an opportune time to see if there are any questions on your client?s part and tie up loose ends. Even if everything is fine and there is no stone left unturned, this simple act serves to solidify the relationship you have with your client. And this will be beneficial for both of you in future. For you, relationship is the key to your business success. For your client, this relationship means there is always a lawyer he or she will turn to when legal expertise is required.
When you have a related service you can provide, an email or note goes out to your client. For instance, if you have been appointed as the lawyer for a new housing project, you could inform your client about this project. Perhaps he or she is in the market to buy a house. If the offer is suitable, your client gets a new house and you get more business. Better yet, include a form whereby your client can give names of 3 friends or family members who might be interested in this offer. By leveraging on your relationship with your client, you increase your market reach.
Alternatively, it may not be one of your services you may offer your client but one of your partners? services. Guerrilla Marketing lawyers are always forming smart partnerships with other lawyers or related businesses. These partnerships increase your exposure while keeping a lid on your marketing expenses.
Some facets of your legal business follow a regular cycle; for instance, tax submissions. If you represented your client on his tax issues, come the anniversary of the case, your client may once again need some legal advice on his current year’s taxes. As a Guerrilla Marketer, you should earmark the relevant dates and contact your client at the relevant time. Perhaps you could give him a discount on your fees. This would bond him or her to you for keeps.
And what about informing your client of your other legal services? Adoption, will writing, litigation, divorce, bankruptcy etc.
Through Guerrilla Marketing, your one-time client becomes a repeat client and more than that, he or she becomes a friend. And that?s the ultimate goal of doing business.
