As a Guerrilla Marketing lawyer, you must inspire confidence. People engage you as a lawyer because they have confidence in you. And there is one element that inspires confidence like nothing else ? credibility. But your credibility as a lawyer is not only about honesty or integrity. It also involves professionalism, authority, conscientiousness, expertise etc. Each of these elements is crucial to build credibility in the eyes of your clients and potential clients.

Small things make big impressions. Shabbiness in seemingly mundane things like your stationery, business cards, how you answer phone calls, answering machine messages, office decor, signage, company logo, premise location, packaging, brochures, business forms, website, staff attire etc give people the impression that you are amateurish. Amateurism equals low credibility. And amateurism in these areas points people to the possibility of amateurism in other areas, most crucially in your legal services. So as a Guerrilla Marketing lawyer, you cannot take chances. Every part of your business that comes into contact with a potential client or the general public is your marketing. Therefore, you have to tighten up these areas for they affect your credibility.

Everything you do either contributes to or erodes your credibility. When you put up an advertisement, write an article, list your business in a directory of lawyers, give a talk, offer free consultation, even when you make a phone call or do any of a myriad other things, each action must contribute to your credibility otherwise, it’s better not to do it.

As much as possible, take every opportunity to let your credibility shine through. Use recycled paper and state it as such on every sheet. Contribute to worthy causes. Give a free seminar. Solicit testimonials from previous clients and display them freely in your website, brochures or other promotional materials.

You could also leverage on certain things that work to your advantage to gain extra credibility. If you win a high profile case, make reference to it, put up a press release, reprint the newspaper articles and frame it up, include them into your website, brochures, newsletter, put them on your counter at the office. It’s okay to toot your own horn when it wins you credibility.

Have you seen advertisements that have the phrase, As seen on TV? That’s a powerful statement that enhances the credibility of the advertiser. If it is permissible you could put up an advertisement in a well-known publication like the WSJ. Then all your other marketing you could put in the phrase, As advertised in the WSJ. Immediately the credibility that people attach to the WSJ, they will attach to your business also.

So above all, gain credibility. It is the single element that will contribute to your legal business for years to come.