Building a law and collaborative practice that attracts profitable and desirable clients does not have to take all your time and energy. You can implement a strategy that increases your visibility and credibility by working smarter and re-purposing or recycling the speeches and articles you write.
The universal challenge law firms and collaborative groups face in building their practice is to manage the time it takes to execute marketing activities while maintaining a full case load of complex, time consuming client work.
One solution to maximizing your marketing efforts is to recycle (repurpose) your marketing strategies. For example, one of my clients recently wrote an article about a topic he was knowledgeable and passionate about. The article was published as the lead article in a Law publication distributed to 20,000 attorneys in the lawyers target market. The article for the publication was written for the legal profession.
To maximize the return on investment for writing the article, we recycled the article into five strategies including:
1. Create a speech from the article. My client prepared a talk based on the content of his article. He used the speech to give a talk at a networking event that included over 100 professionals in his target market. One success factor for a successful speech is to talk on topics that you care deeply about. My client’s talk was successful because he not only knew his topic well, but he was also speaking from a place of personal interest and passion.
2. Re write the article for a slightly different audience. The original article was shortened and re-written for the general public. The new article was published in a society magazine targeted to the affluent community in his target geographic area.
3. Use the article in your firm or organization newsletter. The edited article was featured in the firm’s newsletter that was sent to over 500 lawyers, wealth managers and other professionals in the target geographic area.
4. Order reprints of the article and include in correspondence to prospective or existing referral sources. The edited article was was included in follow up letters that were sent to attendees of the networking event.
5. Design reprints of the article as an insert for your firm brochure. The article was designed to include a short biography of the lawyer and used as insert in the firm brochure.
Over five marketing strategies were implemented based on one marketing activity. The activity was writing an article about a subject the lawyer was highly interested in, knowledgeable and passionate about.
The key to a successful marketing plan is to execute activities that are in alignment with your strengths and core competencies. Once you create content that conveys value to your clients and referral sources, re-cycle your content for additional articles, pod casts, and speeches that keep you top of mind with prospective clients and referral sources.