Our world is changing — and law firms across all specialties continue to face new challenges that directly affect their legal marketing, intake and client acquisition processes.
Even before a global pandemic, a nationwide quarantine, a recession and social unrest became the new normal, attorneys and legal marketing agencies faced strict parameters and guidelines restricting their actions in attracting prospective clients.
As you alter your marketing plan to adapt to the changing reality, do not dismiss the established and long-standing rules that have governed successful and lawful legal marketing for decades.
The 10 rules below should guide all your legal marketing activities:
1. Do not make any false or misleading communication about your law firm
2. Do not offer anything of value to a person for recommending your services
3. Do not claim to be a specialist or; expert in a type of law unless you can prove it
4. Do not create any form of expectation as to the results you may achieve
5. Do not compare your performance to any other law firms
6. Do not use any superlatives in describing your firm or any of your services
7. Do not email people about your services or to generate leads without opt-in proof
8. Do not target individuals that you know need legal assistance
9. Do not offer anything of value in exchange for submitting an inquiry for legal assistance
10. Do not say or suggest anything that may be construed as legal or medical advice
Whether your firm outsources legal marketing activities or handles them in-house, maintaining a process that is lawful and above reproach remains vital for maximizing a successful legal marketing campaign that delivers results.
Combined with the right message, directed at the right audience, at the right time — your lawful marketing practices will stand up to scrutiny and avoid obstacles that may limit your success.