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.
Public speaking is one of the best ways to attract new clients and provide valuable education to the community at the same time.
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 of their loved ones should anything happen to them.
But your speaking engagements won’t attract new clients unless people show up to hear you talk!
Take these 6 steps to boost your speaking engagement attendance and attract new clients to your law practice:
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! Check out our blog on how to ‘WOW’ your clients and turn them into raving fans who refer you to their family and friends for more tips on creating long lasting clients and consistent referrals.
Bonus: What to do after a successful speaking engagement
After the event, be sure to follow up, follow up, follow up… and be sure to have a plan in place to convert your hard earned prospects into paying clients!
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.
You will need to have a plan to make sure that doesn’t happen! Without a system in place on how you will properly engage your prospects you will end up losing prospective clients, and that would be an unfortunate waste of the time and money you invested to get them interested in the first place!
Get these 6 secrets that we’ve discovered are essential to engaging more clients, and download the free guide below to discover the 10 simple steps you can take today that will increase your level of engagement with the kind of clients you love to serve.