ISBA solos and small practitioners get answers to burning business, PR questions

By Chris Ruys A service offered at last week’s ISBA Solo and Small Firm Conference in Springfield was a free, 15-minute consultation with me to participants who wanted answers to their burning business, marketing and PR questions.  Some 30 lawyers signed up for a one-on-one session, which was underwritten by ISBA President Mark Hassakis. What were their most frequent questions?  Here they are, with my responses.

• Show me the money. Many lawyers face an uphill battle to keep collections current. Clients won’t or can’t pay in a timely manner.  As a business owner myself, I can understand their pain.  Ask clients if they can at least make a partial payment. Sent out invoices regularly.  Listen to your sixth sense if you think a prospective client is merely on a fishing expedition. Stop thinking you have to take the case of every single prospect who walks through the door.
• It’s just lunch. Some lawyers who network regularly can’t figure out why business is slow.  The weekly business luncheon may enable you to rub shoulders with the town’s movers and shakers or like-minded lawyers, but if it’s not leading to new business, take action.  Set up one-on-one breakfast and lunch meetings, find out what legal issues they face, and offer a solution.
• Get a web site. These days, there’s no excuse not to.  Without one, you literally don’t exist in the virtual world.  The good news is, it can be done inexpensively.  If you don’t have a computer-savvy son or daughter to build a site for you, register a domain name for under $10 at godaddy.com, and set up a basic site for free at one of the many free, build-it-yourself web site sites.  Google “Free Website Builder” for some options.
• Publish an electronic newsletter. In addition to a Web site, you need information going out to help keep you top-of-mind and demonstrate your knowledge of legal matters.  If cost is an issue, take advantage of one of the user-friendly sites like Constant Contact, where prices start at $15 per month for electronic distribution to under 500 contacts.  Develop a publication schedule and stick to it.

View the marketing materials that accompanied this session. Check out other marketing materials at the ISBA's Practice Resource Center. Chris Ruys, of Chris Ruys Communications, the ISBA’s long-time public relations firm, believes law schools should do a better job of teaching business and marketing skills to their students. Agree or disagree?  Write her at chris@chrisruys.com.