Florida Lawyer Marketing
Chances are you didn’t become a Florida lawyer thinking you were some kind of legal marketing genius. You know marketing your law firm is important. And if you are reading this, you know that you have to put yourself out there, both personally, and as a business, in order to draw in more clients.
But, unfortunately, Florida lawyers aren’t exactly known for their great marketing skills. Let’s take a look at a few reasons why you might need a marketing boost, and how to do it effectively.
1. Florida Bar Advertising Rules Scare Lawyers Off
You don’t have to admit it, but many Florida lawyers are skittish when it comes to these rules. The handbook for the Florida Bar advertising rules contains pages of limitations on social media, television, billboards, print content, and direct solicitation. And it sometimes seems to contradict itself.
Most of these strict rules are detailed so heavily, that it can feel even impossible for lawyers to figure out what they legally can and cannot do. The best advice when it comes to getting past this problem is simply to know the handbook, inside and out.
The rules are not as strict as they appear. And if you have an expert in those rules helping you, and you submit the necessary items to the Florida Bar for review, you can advertise your law firm effectively within the guidelines.
Extra tip: When asking questions via the Florida Bar ethics hotline, use the email address (eto [at] flabar.org) rather than the phone number (800-235-8619) so that you have the response in writing.
2. Lawyer or Used-Car Salesman?
There are a few stereotypes (and jokes) that go along with lawyers. And legal marketing can make you feel like more of a used-car salesman than a service. So many lawyers stay away from many marketing opportunities, so as to not appear gimmicky.
However, there is a way to increase your marketing and become a known expert. Try something like content marketing, instead of traditional advertising. Make time to connect with people, instead of slapping a billboard in their face. Social media can be a great resource for lawyers to use. It allows attorneys an outside-the-office interaction with potential clients.
- Establishes you as the expert in your field,
- Helps potential clients feel comfortable with you before they even contact you, and
- Brings more prospects to your website who are looking for help.
3. “If I’m Not Billing, I’m Not Making Money”
This is a big one. As stated above, you probably got into the law field wanting to do one job. And advertising yourself wasn’t that job. Of course your time would be better spent dealing directly with your clients. But clients have to come through the door first.
If you don’t feel comfortable marketing yourself, or don’t know where to begin, it might be a good idea to hire a marketing specialist (even temporarily) to get the ball rolling for you. You keep billing while your marketing expert does the legwork.
4. You Think You Have Nothing To ‘Sell’
Well, that’s not exactly true, is it? Essentially, you’re selling your expertise. While it might not be a hard sell of a product like a car, or furniture, you’ve got to sell your solution to potential clients.
This doesn’t mean you need to shoot a cheesy commercial in a used car lot. But, showcasing that you do take pride in the services you provide to your clients means selling it to them in a sophisticated, professional way.
When it comes to marketing your law firm in Florida, don’t be afraid of the stereotypes that might go along with it. And don’t feel like you need to overdo it. If you’re a lawyer who has a strong conviction in what they do, a little bit of marketing will go a long way.