My last post on marketing spurred some e-mails and comments, so I figured I would expand a bit. One question raised via e-mail was a general one with a simple answer.
While the steps that I have taken over the years to market my abilities to attorneys is fine-tuned and a bit outside the box, there is one very simple thing that anyone can do to market their abilities to those served.
Whether we want to expand our technologies via Twitter, txt, IM, or RSS, e-mail is the primary way that, at least in my world, people communicate. It’s always, “shoot me an e-mail” or “e-mail me that PDF” or e-mail me the schedule”. I get and send at least 100 e-mails a day.
So, even though I don’t use e-mail as my mode of kepping up, my clients do. So, I use RSS to keep up to date with mostly everything that I know they need (remember, the reference interview doesn’t end when the person walks out the door, hangs up the phone, or sends the initial question) and send them, via e-mail, what I read (and I read alot).
But that’s only half of it. Attorneys like to know that they are reading breaking news. They want to send this news to their clients as quickly as it comes in. Most partners who need to bring in more business to the firm are like this as it sets them apart from other attorneys who are trying to get the same clients.
Still with me? When I’m reading my reader, I’m looking at the most current stuff (news posted 2 minutes ago, or anm article published with the hour) and when I click that e-mail button on my reader and quickly dash off the link to the attorney within 2 seconds, I then feel the power of RSS. This is impossible to do, at the scale that I’m working on, via e-mail. RSS is a very powerful tool for marketing and I also use it to get new lawsuits filed against current and potential clients.
One of my points here, besides the ease of marketing via RSS, is that we shouldn’t assume that our clients are doing this stuff. It’s our jobs to make sure that we are doing it, so that they, in turn, will tell us that they appreciate the work, or (and this happens much less often), to stop sending new stuff.
Marketing. It’s a love of mine. Can you tell?