As a recent ruling by the Florida Bar against a south Florida lawyer shows, directly soliciting potential personal injury case victims to become clients will continue to be penalized here in the state of Florida.¹ This case is another reminder that in Florida (and most other states) personal injury attorneys must find other ways to capture potential business. But how do you get your name and the name of your law firm in front of someone in a timely manner once an accident and potential case occurs here in the West Palm Beach area?
You have to be “top of mind” within days, or even hours of the occurrence of the event. Word of mouth recommendations are of course very effective, but you rarely know when they will occur. Billboards and television ads have varying degrees of success, but are costly and also offer no guarantee.
The most cost effective and potentially consistent form of advertising for personal injury attorneys is the consistency of building your brand. None other than the American Bar Association itself stated as such in a recent article:
“…branding is not optional. Every law firm, practice group and individual lawyer has a brand. The question is whether the market dictates it or you control it yourself. Ideally, you want to control the message to the best of your ability. But it takes planning, strategy, implementation and ongoing monitoring to be truly effective.” http://www.americanbar.org/publications/law_practice_magazine/2013/november-december/marketing.html
Here is a primer on EXACTLY how you should do it. You may have done some or even most of these – but fill in the holes of what you are missing and see over time the positive effect it will have on your business.
Again, the real key to building your name recognition and referral network is: CONSISTENCY
Start: your Logo. If you do not have one, you need to create one. If you do have one, have a few people critique it. Does it convey the image you are trying to portray? If the answer is yes, then build or continue to build your image around it. If no, then get a new one. Do NOT be married to a logo that is not helping to bring business to your firm. Even if you are the one who created it. And do get professional help, like the award-winning Graphic Design work we offer you at Print It Plus. This is about growing your business, a.k.a bringing cases and money in your door. This is key to your firm’s future, so treat it as such.
In the 2nd part of this blog we will list all of the different ways you want to consider using to expose your brand to as many potential clients and referral partners as possible – in a way that builds value in your firm and does not cheapen it. Stationery, letterhead, business cards, thank you cards, holiday cards, promotional products, social media, other media marketing and of course your website done correctly and with the understanding that consistency can be the difference between long term growth and slow to no growth of your law firm.
At Print It Plus we can help you with all of your branding, marketing, commercial printing and advertising needs to help you convey the most powerful message consistently to help you grow your legal business, or any other business.
We also offer printing, mailing, direct mail campaigns, marketing collateral, variable data printing, promotional products, other business marketing and now secure web form services for offices. It is our pleasure to service the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter and Boca Raton.
Contact us today by calling us at (561) 790-0884, visiting our website at HTTP://WWW.PRINTITPLUS.COM or by emailing us at firstname.lastname@example.org. We look forward to helping you CREATE INFINITE POSSIBILITIES this holiday season!