We’ve all heard a hundred different jokes that start out with “There are 2 types of _________ in the world.” I’m not going to joke around, because, really, whether or not you have enough clients as a lawyer is a matter of great importance. Clients determine if your legal practice thrives or perishes.

There’s a grain of truth to those jokes, though: there are, indeed, 2 kinds of lawyers. Either they’re eternally struggling to find enough clients, or they constantly have clients coming to them. How do you get into this latter category then?

It won’t be easy – nothing ever is – but you can certainly try, thanks to a 2-part formula, as follows:

Perform short-term attorney marketing. If you really need clients soon and fast, then you’re going to have to focus on what I call ‘short-term’ methods. While you may have a rapid increase in the number of clients, most of them would only stay with you for a short duration. For instance, you may need to advertise, whether on TV, radio, newspaper, or internet, or your firm may need to engage in law firm seo. Although the benefits of advertisement are for the long-term, your main goal is to get clients come to you right here, right now. It is up to you whether you’d do this yourself to save some money or you’d hire professional advertising agencies to manage and control it. Short-term marketing is, in a way, the less important of the two types of marketing, but it is often necessary.

Focus on Relationship-building and value-creation. This is where the clear divide between successful attorneys and firms and the not-too-successful ones. Attorneys who don’t need to engage in continual short-term marketing are those who have built up long-term relationships and/or created a lot of great value that keeps paying off for them. Let me explain a little. First of all, no matter what area of law you specialize in as an attorney, your field will have other professionals who either know or constantly interact with your potential clients. The great lawyers will work to make these relationships with these professionals become so strong that soon they will have clients being referred to them. Everybody is aware of this strategy, but only a handful knows how to go about it. The other part of this strategy is creating value. While creation of value is done mainly for existing clients in order to retain them, it can also be done for potential clients. This is made even easier with the power of the internet, as you can continuously feed information to your potential clients. Once these potential clients find themselves in need of legal services, you’d be the first they’d go to.

I haven’t really told you anything new or spectacular, but sometimes people need to be reminded of even the most basic things. You have to have a plan in place for getting clients, and they should work for both long- and short-term. While you may feel that immediate needs have to be addressed first, you should still concentrate on building relationships and creating value if you want clients that stick around for a longer time.

You take pride in your company and its success. Our greatest reward is sharing that pride and success with you. When you hire a contractor, you’re looking for someone to do exactly what you ask, suggest helpful changes, and keep you up-to-date on progress. We do all of those things.

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