Your practice area can have an impact on how you market your business. We’re lucky to have contributors willing to share their strategies for exposure. Today +Charles Lamberton, a Pittsburgh discrimination attorney, offers some insights on running a discrimination law practice.
1. What is your primary method of getting quality leads for your business?
My clients come from two sources: attorney referrals and the internet. In the last couple of years, the number of clients who found me on the internet has really increased. I’d say the ratio today is about 50/50.
2. What channels do you market your business in and why?
I market in three media: a lawyers’ journal newspaper for Allegheny County that runs three professionally produced, quarter-page ads which prominently feature a picture, a few words about my practice area, and the tagline “Focused, aggressive representation,” a website in which I invested substantially, and through social media. These days, it is vitally important to stand out from the crowd and to make sure that anyone who sees an ad or a website can instantly associate your name, practice area and some descriptive characteristic about why you are a good lawyer.
3. Do you collect any data on whether or not the channels you use are effective for generating leads?
I know from other lawyers that my ads have been profoundly successful in establishing visibility in the Pittsburgh legal community. I also know from clients who call that many of them have either found me through the Internet or have been given my name by another lawyer who has either seen my ads, knows me personally, or has seen me speak in some public forum.
There are some clients who may have a good case but, from early interactions with them, one develops a sense that personalities don’t jibe or perhaps their expectations are far higher than what the law can deliver for them; things of that nature. It is so very important that the client be cooperative, reliable, reasonable and yes, likable. If the lawyer senses things about a prospective client that raise his antenna, it is likely that a jury will too.
5. What is your definition of an ideal client?
Someone who has been a good employee, gone the extra mile for their employer and then been treated unfairly in a way that creates a visceral response that what the employer did was wrong. Preferably a high earner.
6. Have you ever tried to define your target market?
Executives, managers and professional employees.
7. Do you have clients that are more or less profitable and how do you tell the difference?
Profitability depends on a lot of things, some having nothing to do with the client. In general, clients who were high earners and can place higher numbers on the board for back pay and front pay, produce higher settlements and jury verdicts.
8. Do you find its better to specialize in different types of discrimination clients?
Employment discrimination is already a niche field. To narrow down one’s practice area further than that I think would be quite risky.
9. What are some new channels or marketing strategies you are hoping to try for the rest of 2013?
In 2013, I experimented with a professional public relations firm and gave a series of newspaper interviews and interviews for various online news media. It is difficult to know whether those have translated to new clients, but of course, I was happy to continue to establish my professional presence in this manner.