MWS-UH-presentation-Marketing the Solo Law Practice

SOLO LAW PRACTICEpresented by

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Hosted by

Licensed for 19 years

Practice experience in small and large firms

10 years selling law firm marketing products

Founded Proven Law Marketing in 2011

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Author of

© MWS Enterprises LLC/Proven Law Marketing

Loose Agenda▶ A little bit about practicing as a solo

▶ Must Do’s, Must Not Do’s, Should Try to Do’s

▶ Three biggest marketing challenges for solos

▶ What products work for small practices

Matt Starosciak

Marketing the Solo Law Practice


Matt Starosciak

Marketing the Solo Law Practice Must Do’s

ObjectivelySu�icient

Budget

PerfectIntake

Process

Defined &Realistic

Expectations

Di�erentiateYourself


How much is enough?

Matt Starosciak

Marketing the Solo Law Practice Must Do’s BUDGET

▶ $0 to $2,000 per month = High Probability of Failure

▶ $2,001 to $5,000 per month = Average to Good Probability of Success

▶ $5,000+ per month = High Probability of Success

Assume 4-8 times your marketing spend in gross revenue generated(Example: Spend $4,000 per month, generate $16,000-32,000 in gross revenue)

Failure Success$0 $2,000 $5,000


Matt Starosciak

Marketing the Solo Law Practice Must Do’s BUDGET

The value of creating a one-page

budget

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Matt Starosciak

Marketing the Solo Law Practice Must Do’s INTAKE PROCESS

Polished ValueProposition

ExcellentResponse Time

Listening forClient Goals

Compelling“Why” Message

ImpressiveO�ice & Sta�

StrongMarketingVisibility


There is no such thing as “bad” marketing.

Matt Starosciak

Marketing the Solo Law Practice Must Do’s EXPECTATIONS

The problem is almost universally a disconnect betweenexpectations and true value.


Marketing Investment ExpectationsMatt Starosciak

Marketing the Solo Law Practice Must Do’s EXPECTATIONS

DEFINED&

UNREALISTICEXPECTATIONS

UNDEFINEDEXPECTATIONS

CANNOT BEREALISTIC

UNDEFINEDEXPECTATIONS

CANNOT BEUNREALISTIC

DEFINED&

REALISTICEXPECTATIONS

DEFINED

UNDEFINED

UNREALISTIC REALISTIC


▶ Work experience

▶ Education

▶ Reviews

▶ Looks (yes, it’s marketing!)

▶ Results (verdicts, settlements, transactions)

▶ Personal Service

▶ Family Name

▶ Niche

▶ O�ice

▶ Price

Matt Starosciak

Marketing the Solo Law Practice Must Do’s DIFFERENTIATE

Ways to di�erentiate:

▶ Excellent online resume▶ Compelling website messaging

Di�erentiate yourself from all other attorneys

8.463


Matt Starosciak

Marketing the Solo Law Practice Must Not Do’s

Overestimatereferrals

Charge too smallof a retainer

Sound likea newbie

Assumequality legal work

is enough


ONLINE RESUMEMatt Starosciak

Marketing the Solo Law Practice Must Not Do’s

How does the first sentence of your website bio read?

OR...

Example:

“Jamie graduated from Georgia State University Law School in 2016 where she was the Law Review Notes Editor. She earned her undergraduate degree from Reinhardt University and was a member of the Beta Beta Beta Honor Society.”

“Jamie represents clients in complex family law matters, including divorce and child custody disputes as well as support modifications. Prior to joining the firm, she worked for a nationally recognized CPA firm based in Atlanta. Jamie’s clients are often small business owners or those who have accumulated sizable retirement investments.”

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Matt Starosciak

Marketing the Solo Law Practice Should Try To Do’s

You should try to:

▶ Set up o�ice outside major metro

▶ Hire marketing-minded sta�

▶ Pick the right marketing products(Both the right amount of each type and from the right vendors)

▶ Develop a niche

▶ Get a ton of reviews

▶ Turn away business regularly


Matt Starosciak


Lead Conversion

INQUIRIES CONSULTS CLIENTS INQUIRIES CONSULTS CLIENTS


DRAM SHOPLIABILITY LAWYER

NICHEMatt Starosciak


Develop a niche.

School Law Adoptions

Strip ClubWage Claims

HealthcareProvider

Licensing

Elder Law

?


▶ Spending enough marketing dollars

▶ Picking the right marketing products

▶ Tolerating risk

NICHEMatt Starosciak


The 3 Biggest Challengesfor New Solos


What Products Work for Solos?

▶ Lawyer directories

▶ Lead buys

▶ Google Pay Per Click for niche areas(a.k.a. paid ads or Adwords)

▶ Signage*(billboards, athletic field banners)

▶ Video monitors*

▶ Community magazines and newsletters*

▶ Newspaper* (online and print)

Matt Starosciak

Marketing the Solo Law Practice Products

* Non-metro firms


Learn MoreLearn More

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MWS-UH-presentation-Marketing the Solo Law Practice

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