The Core Principles. Marketing Your Brains Out, Without Losing Your Mind! Effective Marketing Practices for the Immigration Lawyer

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1 Effective Marketing Practices for the Immigration Lawyer Reid Trautz (DL), Director, Practice & Professionalism, Washington, DC Sandra A Grossman, Rockville, MD Solo & Small Practice: Business School For the Immigration Lawyer 2011 American Immigration Lawyers Association Marketing Your Brains Out, Without Losing Your Mind! Marketing is not a separate function within the business, it is the whole business seen from the customer's point of view. -- Peter F. Drucker, The Practice of Management 2007 Reid F. Trautz Reproduced with i i Solo & Small Practice: Business School For the Immigration Lawyer American Immigration Lawyers Association The Core Principles Understand Your Roles Create a Plan Read the Advertising Rules Understand Your Marketplace Differentiate Your Firm If you don't know where you are going, what difference does it make what path you take? -- Lewis Carroll, Alice's Adventures in Wonderland.

2 The Core Principles Focus on Consumer Needs Leverage Technology Practice & Refine Your Message Revise Your Infrastructure to Handle the Workload Your billable time determines your income, but your non-billable time determines your future. --David Maister Focus on Consumer Needs Dignity. Have you been hurt in an accident? Are you worried about what this may mean to your family, your job, and your credit? Are insurance people pressuring you? Are you beginning to feel a bit confused? Maybe even a bit abused? Are you feeling vulnerable? Peace of Mind I understand. I am an accident victim myself. I dealt with medical insurance, and financial problems when I was hurting and frustrated. I may know what you are going through and I can probably help. Since 1987, I have been helping injured people. Right now you have a lot of choices to make and I can help you make the choices that will get you what you need quickly, honorably, and with your dignity intact. I will help maximize your benefits, while protecting you and your family. Our initial conversation costs you nothing, even if you choose not to have me represent you. Honest Representation I promise I will listen carefully, and will be a skilled and honest advisor for you. Call me personally anytime, 232 High Street James Harris, Esq. Lawton, MN Fair and Just Settlements The Core Principles Focus on Consumer Needs Leverage Technology Practice & Refine your Message Revise Infrastructure to Handle All the Work Your billable time determines your income, but your nonbillable time determines your future. --David Maister

3 5 Sources of All Clients Family and Friends Former Clients Repeat Clients Professional Referrals Self-Referrals The highest compliment our clients can give us is the referral of their friends and family. Thank you for your trust. 1. Create a Contact List Use a contact manager to organize Decide methods of communication Set aside time to communicate The best way to predict the future is to create it. --Peter Drucker 2. Present, Publish, Distribute Present a seminar Publish handout as an article Distribute article to contact list Speakers who talk about what life has taught them never fail to keep the attention of their listeners. --Dale Carnegie

4 3. Supercharge Your Website Make it educational Drive traffic to your site Harvest visitor names Market to visitors If we keep doing what we're doing, we're going to keep getting what we're getting. --Stephen Covey 4. Business & Civic Networking Don t just join participate! Showcase your abilities Develop relationships Prospect for referral sources The best way to sell yourself to others is first to sell the others to yourself. --Napoleon Hill 5. Offer New Services to Former Clients Clients already know your value Remind them of that value Invite referrals People probably won t remember what you said, they may remember what you did, but they will always remember how you made them feel.

5 6. Make Your Services Convenient Reduce the hassle Review your location, parking, time commitment, understanding, office hours, etc. A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large. --Henry Ford 7. Join on-line social and professional networks Creating Profiles is the first step Drive traffic via communication Target potential clients via your connections The pessimist sees difficulty in every opportunity. The optimist sees the opportunity in every difficulty. --Winston Churchill 8. Strategically Advertise Test Google/Facebook ads Consider local and specialty media Run ads multiple times Yellow pages? It takes a big idea to attract the attention of consumers unless your advertising contains a big idea, it will pass like a ship in the night. --David Ogilvy

6 9. Publish an e-newsletter or Blog Use it to highlight your niche Distribute to contact list Time-consuming, but rewarding Try on-line services to help The only place success comes before work is in the dictionary. Vince Lombardi 10. Refer Business to Others Build a no strings referral network Every caller has value so don t just send them away Find opportunities to forward to others Successful people are always looking for opportunities to help others. Unsuccessful people are always asking, "What's in it for me?" --Brian Tracy Marketing Your Brains Out, Without Losing Your Mind! TM Q & A Marketing is not a separate function within the business, it is the whole business seen from the customer's point of view." -- Peter F. Drucker, The Practice of Management

7 Marketing Your Brains Out, Without Losing Your Mind! TM Go forth and market but don t lose your mind! Thank you! Solo & Small Practice: Business School For the Immigration Lawyer American Immigration Lawyers Association