How to Start a Personal Injury Practice
August 24, 2016
Here is how you should market a personal injury practice
The lawyer confided in me that many have tried to copy his marketing tactics with little success. Lawyers enter the world of radio advertising and are chewed up and spit out in short order– they spend big bucks for 3-4 months, get no return on investment and move on to something else.
That’s when the lawyer started chuckling and shared with me the gold nugget that I came for: he knew these other lawyers would fail. You can’t spend 3-4 months on a market medium like radio ads and expect to see instant results. The lawyer shared with me, “You have to drive it into the ground.”
As it turned out, the lawyer took a year or two to see any results from his radio ads. But the results were nothing short of amazing and the lawyer kept pouring more gas on the fire. The lawyer’s total commitment to a single marketing tactic launched one of the most successful personal injury practices in the state.
# 1Experiment with a lot of marketing tactics and find out what works best for you.
# 2Once you find something that works, drive the sucker into the ground.
But it’s a mistake to think that just because a marketing tactic worked for one lawyer that it will work for you. We have different practices and our ideal clients and prospects may be completely different– you may want the slip and fall or motor vehicle clients, while others (like me) try to get cases involving severe injuries caused by medical malpractice. Marketing that works for the lawyer down the street may be a total waste of money for you. That’s why copycat marketing sucks.
In June 2010, I sat in a large conference hall at the annual seminar of Great Legal Marketing. The speakers gave great tips for internet marketing and mass marketing tactics and while I loved the content, I realized that the “ideal client” of the mass marketers was very different from mine. My best cases didn’t come from injury victims– they came from lawyer referrals.
But not just any lawyer– my ideal client is a personal injury lawyer who doesn’t do medical malpractice. An “Ideal Client” who won’t just refer a single case, but will refer a steady stream of new cases for the rest of my career. So I decided to stop spending money on mass marketing (yes, that means no yellow pages ad) and I began focusing every dollar marketing to personal injury lawyers in New York.
Begin with Your ideal personal injury client – How to pick a personal injury lawyer
It all starts with a picture of your ideal client. Who is the person or lawyer who sends your best cases to you? You need to be crystal clear about who that person(s) is and write down their names and draw a picture of them.
Be very precise by listing your ideal clients’ age range, geographic region and in some cases, their practice areas and size of their law firm. The list of your ideal client might just be five or 10 people, but if they refer you a steady stream of new cases, that’s all you need. Once you’ve got a clear picture of your ideal client, it’s time to market like crazy to them.
Providing content-rich, valuable information to your ideal clients is the best way to market to your ideal clients. Give your ideal clients something they can use to grow their business– this might consist of seminars, podcasts, newsletters or parties. The key is to experiment with different marketing tactics, find what works best in bringing new cases to you, and discard the rest.