September 18, 1998 - More than 50 attorneys, law firm administrators and marketing directors
met in roundtable discussions at this month's meeting of the Legal Marketing Association
Southern California Chapter aimed at various methods of business development.
Chapter members were allowed to select from different roundtable
discussions. Picking a table to sit at for lunch where a topic of particular interest was
being chaired by one of six local rainmaking attorneys.
After the roundtables were completed. The six attorneys got up and
one-by-one gave a quick review of the topics covered and questions asked.
At table No. 1. Rachel Miller. of The Miller Law Firm
in Newport Beach. addressed "Using the Media to Generate New Business."
Miller, whose father specializes in construction defects litigation.
Spoke about developing relationships with reporters and how to get them to call you
back. She also covered how to get the media attention attorneys want and how to
prepare for and conduct interviews that will not be a waste of the reporter's or the
attorney's time.
"We have a policy in our office that no one without the last name
of Miller can talk to the press" Miller said. "Always return
(reporter’s] calls. Meet their deadline,. make sure a spokesperson is available when
reporters call."
Most reporters are too busy to spend time with chit chat, so Miller
recommended that marketers only call them when they have a story to give them.
Miller's firm just recently negotiate a settlement for the Crown Valley
Parkway Homeowners Association whose condominiums were partially destroyed when homes from
the Niguel Summit preject in Laguna Niguel slid down the hills that supported them. coming
to rest against the condos below.
Although that case brought out national media coverage very early in
the morning Miller insisted that a law firm doesn’t have to have a major catastrophe
occur to get media attention. Well known for their marketing efforts, Miller's firm sends
out reprints of stories to both clients and prospective clients. They have also used
outside media consultants for years.
As far as holding interviews, Miller said be prepared, personalize the
answers, give anecdotes whenever possible, don't assume the press understands legal
issues, don't joke with them and try to avoid going off the record or saying "no
comment."
Table No. 2 featured immigration attorney David Hirson of Hirson,
Wexler, Ptd & Stark in Irvine. Discussing "Community Involvement/Networking
Organizations and the Benefits." Hirson summarized that networking is important
because you become more real to people when they see your face. He suggested joining trade
organizations. professional organizations, attorney networking groups, public
organizations and charities, political organizations, and attending trade shows.
"Just get yourselves out there." Hirson said.
Table No. 3 discussed "How to Define and Court Prospects"
with attorney Jeff Verdon of the Law Offices of Jeffrey M.Verdon in Newport Beach.
For him. Verdon found that creating a whole new area of practice
through what he considered to be a paradigm shift, suited his needs well. Originally an
estate planner, Verdon changed his emphasis to one of being what he calls an "asset
protection" lawyer. In doing so, he found that it opened the door to wealthier
clients who had money to protect. He entered the seminar arena, accepting speaking
engagements wherever he could, trying to get in front of the people he wanted to represent
Once he gets the prospective client in the door, getting them to hire
him as their lawyer required a specific systematic approach. For him what works is to
"empower the prospective client to tell you 'no!'." he said. What he does not
like the most are prospective clients who want to think it over. If they tell him they
want to think it over, he will not take them as clients, he said.
At table No. 4, the discussion of "Internet Marketing" was
led by attorney Jeff Rose of the Law Offices of Jeffrey W. Rose in NewPort Beach. With a
practice devoted to software development, Rose thinks it is worthwhile to spend about $50
to register your own domain name. But what an attorney wants to remember is to make it
easy, accessible to people, and looks nice on a business card. He also recommends that
attorneys hires a professional Web site builder instead of trying to construct the site
themselves.
"You want people to have a reason to be attracted to your Web
site," said Rose, who also recommended putting a virtual library on a web site with
links to all sorts of information useful for an attorney's clients.
The discussion at table No. 5 covered "How to Increase Business
From Your Existing Clients." Attorney Glenn Dassoff of Paul Hastings Janofsky &
Walker in Costa Mesa. said that "the absolute best source of business is from your
existing clients."
Promoting the benefits of developing a good relationship with clients
and keeping them happy, Dassoff also talked about the importance of giving those clients
only credible advice. Developing interpersonal skills is of major importance for all
lawyers.
In some circumstances, Dassoff suggested that increasing hourly rates
is a way of generating new business. while with some large clients discounting fees for
timely payment could be a way of garnering more business.
Attorney Countess Pease Jeffries led the discussion at table No. 6 on
"Marketing Gems for Individual Attorneys. "
For the smaller and individual firms interested in expanding their
practice, Jeffries said that having a marketing budget is a critical issue.
"You could have a lot of money and not spend it well," she
said.
Focusing on the firm's target market is important and utilizing one of
the existing computer Program for organizing a marketing plan can be very cost efficient.
"The marketing plan is the most difficult part to get
together," Jeffries said.
However, she also mentioned that a couple of the people sitting at her
table said that their firms are opposed to advertising.
© Copyright 2008 The Miller Law Firm. All rights Reserved.
If you experience problems or have questions, contact us at Info@ConstructionDefects.com.
|
