Looking for new ways to find clients is a common issue faced by most lawyers. One of our tried and true methods is by hosting public events or speaking at events that your target market already attends. Speaking publicly is one of the best ways to attract new clients and provide valuable education to the community at the same time. Lawyers often ask us how to get people to attend their seminars.
Here is a list of the steps taken by one of our members to attract new clients to her hosted events:
1. Select a specific target group
Speaking events are more successful when you attract a targeted group of people. Understand who you want to target and list out their demographics such as age and income levels. Know your audience so you can speak directly to their needs.
2. Purchase a mailing list
With your demographics listed out, you can now purchase a mailing list specific to your target audience. This list provides you with a great selection of potential prospects who fit your ideal client profile and will likely make fantastic clients.
Alternatively, you can use the EDDM (Every Door Direct Mail) service from the US Postal Service to send postcards to targeted neighborhoods in your community.
3. Create invitations for your event
Sending out invitations by mail is an effective way to entice people to attend your events. With so much content coming in via email, receiving something physical in the mail becomes more noticeable. Another tip for creating invitations is to plan more than one event. Offer two different dates on the invite, providing prospects to choose a date that works best for them.
4. Provide appointment cards at the event and an incentive for people to book an appointment immediately with you immediately after the event
Having appointment cards ready at the event for people to book a meeting with you on the spot is a great way to ensure you are capturing prospects at the right time. After hearing you speak and being in the “moment” of the talk is when they are thinking most about what they need and how you can help them. Be sure this isn’t a free consultation. Instead, use our Client Engagement System to make this meeting an appointment that has a clear value and a purpose.
5. Hold the talk at a restaurant or other similar venue
An environment associated with food and beverages provides your clients with a positive experience which they will then associate with you and your firm. If you are speaking to families with minor kids at home, choose a space where you can provide meals and childcare for the kids while their parents learn.
6. Invite two satisfied clients and ask them to bring a guest
By inviting two favorite clients, you’ll bring your marketing team with you! They will end up “talking you up” with your prospects, providing a real-live success story for others to hear. This is the best testimonial and marketing you could ask for.
BONUS: Most importantly, after the event, be sure to follow up, follow up, follow up. If you don’t, you are simply marketing for the lawyer down the street. The one they’ll end up hiring after they’ve heard you talk, you’ve educated them and then they promptly forget about you and hire someone else. If you serve families and/or small business owners, we’ve got all of the presentations you need + the follow up campaigns so you don’t have to reinvent the wheel using our Personal Family Lawyer, Family Business Lawyer, and Creative Business Lawyer programs.
Speaking events are a great way for any lawyer to really connect with their prospects, when done right. Public events provide you with an opportunity to connect with a greater number of potential clients in person, inspiring them to trust you as their legal advisor while taking care their loved ones if anything should happen to them. The key is that each talk needs to be specifically structured to lead into paying clients and not just a great informative event that doesn’t result in paying clients on your books after the event.
Are you ready to start engaging prospects almost immediately? Start here: