Expert Article Library
Top 10 Tips for Marketing Your Expert Witness Practice
By Rosalie Hamilton
More articles by Rosalie Hamilton:
Cross-Examination Questions - and Answers - About Your Advertising
Do I Need a Contract?
Eliminate Expensive and Ineffective Marketing
Expert Witness Marketing - What, Who, and Why
How to Write an Introductory Letter
The Expert CV Checklist
Your Competitive Advantage
Create your marketing for your public, not the public. Lawyers are not attracted to and do not respond to gimmicks and other devices that consumers sometimes do. Legal industry standards also preclude results-oriented advertising (I can help your side win). Anything with your name on it should be professional and conservative.
Determine your target prospects, and focus your promotional activities. Not all lawyers are your prospects.
Branding matters. People remember things subliminally as well as directly, so be consistent and easy to recall. State your name and tagline (the explanation of what you are or do) the same way on all of your materials. It is your identity.
Repeat engagements and referrals are indeed the ideal sources of business, but word-of-mouth business rarely occurs passively. Well-planned and consistently executed efforts can result in apparently effortless client development.
Writing and speaking, both within your professional or trade group and for attorney organizations, are the most beneficial marketing activities you can perform. They provide an opportunity to showcase your communication skills and establish you as the authority in your field.
Make it easy for prospects to locate you, with listings and possibly advertising, but also mix with attorney groups and individual attorneys in person. Nothing can communicate your value better than you can.
Proofread, fanatically, everything you write or designCV, card, stationery, brochure, fee schedule and other forms, correspondence and, certainly, your expert report. Errors make you look sloppy or careless and can come back to haunt you.
Hone your communication skills. A well-written report and effective testimony can result not only in additional cases from your retaining counsel but also in future business from opposing counsel.
People with whom you have some level of relationshipclients, previous inquirers, referral sources and professional associates--are more valuable than new prospects. They are the golden goose, which should be groomed. Frequent communication with people in your personal database is more of a profitable investment than a cost.
Public relations is the creation, shaping and nurturing of your image in the minds of your public. Marketing is the communication of that image. Success does not just happenit is planned. Create your impression deliberately and thoughtfully, and devise a strategy with a mixture of marketing activities for your desired result.
Excerpted with permission from The Expert Witness Marketing Book by Rosalie Hamilton.
Rosalie Hamilton is President of Expert Communications, a firm that provides marketing solutions for client base expansion to professionals serving the legal industry. A frequent speaker at litigation-related professional conferences, her articles on the subject of legal marketing appear in numerous online and print publications. She is the author of The Expert Witness Marketing Book, and is a regular columnist for Expert News, a free monthly newsletter for expert consultants, published by Expert Communications, www.expertcommunications.com.