For a wordy profession, lawyers are a strangely reticent bunch when it comes to marketing. But the advent of the Legal Services Act has helped usher in big-hitting advertisers such as Tesco, Asda and the Co-op, making getting your name out there a commercial imperative.However, it’s worth noting the findings of YouGov and the Ministry of Justice – recommendation is still the most popular way of sourcing legal help. But in the latter, 83% surveyed didn’t know how to tell a good provider from a bad one.

This suggests exposure is only addressing one aspect of the marketing equation. Building trust and gaining confidence should top the list of persuasion techniques.

So, show people what you know. Anticipate their needs, answer their questions and speak their language. In short: tell them why you and not the other guys. Try these tactics:

  • Articles and features – widely accepted as being the most effective way of demonstrating your expertise, they suit all types of law provider. Must be current, newsworthy, written in a journalistic style and have a distinct theme. Features are usually longer, examine a subject in-depth and generally have no sell-by date. As well as the specialist legal press, newspapers and magazines are often on the lookout for topical pieces, especially advice columns written in a friendly, inclusive style.
  • Web content – the internet version of the print article. Content keeps a website fresh and up-to-date. Loved by search engines as it shows there’s something useful going on in the site, so can help as part of a strategy to secure a higher ranking. The web is a very different medium from print, so some knowledge of it and also how readers use it is essential to get the best from this resource. Must be updated regularly as the information is so widely accessible and will impact on the credibility of the source.
  • Blogs – short, friendly, opinion pieces on news or items of interest for a website, independent blog or social networking vehicle. Again, they are particularly attractive to search engines, which pick up on net activity. They’re illustrative of a genuine interest as well as knowledge of a subject, and build a relationship, with followers giving feedback through a forum. Quite labour intensive as regular updates are required – at the minimum on a weekly basis, although some are updated more than once a day.
  • Reports – very valuable information resource. The best reports are subtly promotional while being entirely credible. Especially useful for practitioners who belong to pressure groups or want to get involved in policy work. Takes both time and skill to put a report together effectively. But a well-researched paper with the right tone can be highly persuasive and instrumental in bringing about change.
  • Books – can establish you as an authority on a subject. Persistence is needed to sell the idea to a publisher. Requires commitment to extensive research, and writing acumen to present a manuscript in an acceptable form, although the publishing house will arrange copyediting and proofreading. They will also control the preparation stages and the finished product – timings, marketing, price. As the law changes, new editions incorporating these are necessary to remain a valid work.
  • E-books – the web version of the printed tome. Advantages are you control the operation and have the potential for far greater coverage. The mechanics of producing them are relatively easy to learn and, because they can be downloaded at the point of sale, require little effort on the part of the purchaser. They do, however, require you to apply yourself fully to the entire process. Not just to planning, researching and writing, but also to editing and proofreading, as well as marketing and sales arrangements. Sold through a dedicated website, they can be a useful source of additional income.
  • Case studies – show the law in action. Practical application means they’re very useful for legal aid clients or those with limited access to legal help. Realistic scenarios written in plain language, encouraging takeup of benefits and enforcement of legal rights and other general help and advice situations. Widely used by government departments and advice agencies. Given the expected increase in voluntary and charitable organisations arising from the Legal Services Act, they could be used as evidence of a proactive approach to legal provision helping to secure funding.
  • Profiles – displayed on practice websites and in legal directories or portals. Often underused, but a valuable opportunity to virtually interact with potential clients. Address common problems as well as highlighting the unique qualities and skills you possess. Good for circulation within the media if you’re looking to become a recognised commentator or contributor. Firms should also include their support staff on website biographies – it’s these staff clients will have everyday dealings with.
Supermarkets may have a bottomless pit for an advertising budget, but they’re not yet established law providers. Law firms, barristers’ sets, law centres and other specialist legal advice agencies all have a wealth of experience and expertise gained over many years.

Now’s not the time to be shy in telling everyone.

Legal information consultant Jacquie Martin, a former barrister, is now a legal copywriter specialising in niche promotional writing for lawyers. www.jacquiemartin.co.uk