I was recently asked to write an article for a newsletter on marketing elder law practices. My response was to offer to write a regular column instead.
Why did I sign up for the opportunity to do more work instead of less? Because all marketing depends on two related factors: focus and repetition. This chance to appear in the newsletter was a wonderful marketing opportunity for my law practice and for ElderLawAnswers. But no one would remember me if I wrote just this one article. It will take quite a few more before anyone remembers my name.
The ways to market an elder law practice are practically unlimited, and they include the following:
- Writing articles for community newspapers
- Writing for professional journals
- Speaking to groups of likely referral sources
- Public seminars
- Newsletters
- E-letters
- A Web site
- Google ad words
- Networking with non-elder law attorneys
- Terrific service for current clients
- Bonding events with former clients
- Networking with organizations that serve seniors
- Cross-referral arrangements with financial advisors and geriatric care managers
- Networking with non-attorney professionals
- Advertising
- Playing golf
The list could go on and on. Almost any of these methods of marketing can be successful, but obviously no one can do everything. You need to choose the few strategies that you enjoy . . . and stick with them.
One article, one visit with a seniors organization, one ad in the newspaper or on radio, are not worth the effort or expense. It takes repeated appearances, repeated ads, repeated contacts to have an impact and develop the relationships that lead to new business and ongoing referrals. Do what you like and keep doing it.
Now, what was that idea I had for that second newsletter article?
Harry S. Margolis practices elder law in Boston, Massachusetts, and is the founder and president of ElderLawAnswers and a co-founder of the Academy of Special Needs Planners.
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