Soft Touch Prospecting Strategies for Lawyers

Every law firm needs to find new clients. If you watch TV, you see law firm ads all the time. Drive along the highway through a metro area and you see billboards. The object is to build name recognition. When someone needs a lawyer, what is the first name that will come to mind?
You might have a problem with that approach. You feel it is too “in your face.” The firms tend to sound alike. The law is a complex field. Everyone does not do the same thing. You still need to bring in new clients. What are some “soft touch” strategies that might be more comfortable?

1. Who, What and Why. You meet people in social situations constantly. It has been said the average American knows about 600 people. Some might be a passing connection, like people you see on the commuter train platform. Others you know through shared interests or community service. For everyone you meet, try to learn: Who they are, where they work and what they do. In exchange, you should communicate who you are, what you do and why you are good. (That last point is done over time.) If someone points you out in a crowd and asks “What do you know about her” the answer should never be: “Nothing.”
2. Serve on a charity board. This is a great way to give back. It is high visibility. Every group should want at least one lawyer onboard to listen carefully and try to keep them out of trouble. You will be cautioned you cannot be promoting yourself, but the reality is your fellow board members know what you do. Once they develop a liking and realize you are competent, they might approach you privately or provide referrals.
3. Donate services to charity auctions. Your nonprofit (and others) hold charity galas. Everyone needs a will. Many Americans don’t have one. Donate your services to prepare a will and the basic documents needed alongside. This will likely go into the Silent Auction. The high bidder gets a letter or certificate. You are giving away a service in hopes of identifying additional needs and gaining a new client.
4. Sponsor local events. The town has fireworks on the 4^th of July. It gets great newspaper publicity. Crowds show up. The town has an annual fun run or competitive bike race. There are logos in publicity and hospitality tents involved. This positions your firm in a good light. It builds name recognition. What does it cost?
5. Become a regular at the gym. Your firm has tasteful tee shirts with the firm name over your heart. If you are a gym regular, wear your firm’s shirt now and then. Perhaps not every day, but on a regular basis. You might swap out with a logoed ball cap or gym bag, but only one item at a time. It might be a subconscious thing, but people will notice.
6. Don’t forget school sports.If you are a parent of a young child, it’s possible your weekends are not your own. You are a sideline parent. You don’t need to become a coach or get deeply involved, but at least bring a logoed golf umbrella to games. If you bring two, you can lend one to the optimistic parent convinced the rain would hold off. The borrowed umbrella needs to be returned. People will notice the logo.
7. Win local awards. It is highly likely the local paper runs “People’s Choice Awards.” They probably have 100+ categories like “Best Bagels” and “Best Haire Salon.” Somewhere on the list will be “Best Law Firm.” Get yourself entered and have a strategy for winning. A local PR firm can probably help.
8. Advertising. Pick a category at random. Maybe it’s real estate agents. How many can you name? Why them? Do they buy ads on busses? Ads on bus shelters or sidewalk benches? Are they featured on supermarket shopping carts? Figure out why those names were top of mind. Can this type of advertising work for you?