marketing mistakes new attorneys make…and how to avoid them

Marketing Mistakes New Attorneys Make…And How to Avoid Them

presented by

Matt Starosciak and Scott Schulten

▶ 38 years of law practice experience

▶ Founded Schulten WardTurner & Weiss, LLP in1986, currently at 18attorneys

▶ Executive Board Member, Legal Netlink Alliance

▶ Co-chair, Managing Partners Committee, Atlanta Bar Association

▶ AV Rated, 14X Super Lawyer, 10.0 Avvo Rating, Legal Elite

▶ Licensed for 19 years

▶ Practice experience in small and large firms

▶ 10 years selling law firm marketing products

▶ Founded Proven Law Marketing in 2011

▶ Author, The Lawyer Marketing Book (2017)

Matt Starosciak Scott Schulten

MISTAKE

Marketing MistakesNew Attorneys Make…

And How to Avoid Them

Ignoring Your Online Resume


#1 Ignoring Your Online Resume




Includes:▶ Bios on websites you control (firm

website)

▶ Bios on websites you don’t control (Avvo)

▶ Photos

▶ Attorney endorsements

▶ Reviews written about you

▶ Reviews written by you

▶ Media coverage

▶ Criminal records

▶ Social media

▶ Property and tax records

Online Resume Defined:

What a person sees when they Google your name.

Why is it important?

Perspective and existing clients and employers will make judgments based on what they see.



How does the firstsentence of your website bio read?

Example:

“Jamie graduated from Georgia State University LawSchool in 2016 where she was the Law Review NotesEditor. She earned her undergraduate degree fromReinhardt University and was a member of the BetaBeta Beta Honor Society.”

OR...“Jamie represents clients in complex family law matters, including divorce and child custody disputes as well as support modifications. Prior to joining the firm, she worked for a nationally recognized CPA firm based in Atlanta. Jamie’s clients are often small business owners or those who have accumulated sizable retirement investments.”

Make certain that you…

▶ Take control over as much information as you can

▶ Populate the first page of Google with positive information

▷ Create an ad?

▶ Write press releases on anything positive (need not be terribly newsworthy)

▶ Don’t make yourself sound like a newbie by focusing on the past!

▶ Be careful of social media posting




And How to Avoid Them #1 Ignoring Your Online Resume


MISTAKEAssuming Good Work is Enough/NotThinking Long-term




It’s difficult to think long-term after completing the process for earning your law license. Associate work tends to compound the issue further.

Force yourself to start thinking long-term

shortly into your firstjob.

Recognize early on that doing high quality work alone will not produce the future you want.



&

#2 Not Thinking Long-term




MISTAKENot Attending Meetings Involving the Firm’s Marketing and Client Development


Missing Marketing & Client Development Meetings



Whether you are a partner in your first firm or your goal is to open your own business, you will need these skills.

Ask to take part in both the marketing portion of partner meetings and any meetings with marketing sales reps.

1.Shows initiative and is an incredibly easy way to increase your value to thefirm

2.Most partners don’t like this part of the job

Meetings with marketing sales reps have HUGE benefits.▶ Learn about products, pricing, and

ROI

▶ Make good industry contacts

▶ Learn what not to do

▶ Master negotiationskills

#3

In 10 years


MISTAKENetworking withthe Wrong People at the Wrong Places




Always remember thatpre-event planningand post-event followup are almost as important as what happens during the function.

▶ Who is your best audience

▶ How much time are you willing to spend

▶ What is your expectation, especially with respect to referral timing

Before you spend a minute networking,determine 3 things:

Networking with the Wrong People

at the Wrong Places


And How to Avoid Them #4Matt Starosciak Scott Schulten

MISTAKETalking Too Much“Law” to Prospects and Existing Clients



MattStarosciak


Example:

“Doctrine of Unclean Hands”

Remember:1. Clients, and especially

prospective clients, want peace of mind over everything else.

2. Lawyers who winunwinnable cases still end up with unsatisfied clients. Why?

3. Clients will refer you many more clients if they have a personal connection with you.

4. They won’t understand the law either way.

Talking Too Much “Law” toProspects & Clients



One of the mostchallenging aspects of

being a new lawyer because:

#5

▶ Everyone wants to prove their knowledge

▶ Very little training on how to handle a client meeting


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