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Suggested Category: legal marketing
Keywords: collaborative law marketing,divorce attorney,
Elizabeth Ferris,family law marketing,Ferris Consulting,law firm,
law firm consultant,law marketing,lawyer marketing,legal
marketing,marketing collaborative law practice,marketing for
lawyers,marketing law firms,marketing lawyers,The Tipping Point
Description: A legal marketing expert explains the steps to
take to educate the public and implement effective marketing
strategies in order to market your collaborative law practice.
Copyright Date: 2008

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How To Market Your Collaborative Law Practice

How do certain ideas, services/products or messages advance from
a position of unfamiliarity in the market to a position of
extreme popularity and recognition?

In Malcolm Gladwell's book, Tipping Point, he provides insight
into how messages, ideas and behaviors can infect a population
and spread rapidly just like a virus. This occurs in three ways:

1. The law of the few - a few influential people make a big
difference.
2. A sticky message - having a message that makes an impact.
3. The power of context - people are strongly influenced by
their environment.

One example is how Hush Puppies, the classic American brush
suede shoe, went from being almost extinct in late 1994, to
selling two million shoes in 1996.

What was the reason for Hush Puppies sudden incredible success?
It started with a few hipster kids in downtown Manhattan who
infected the fashion industry with their style. Before long,
designers across the country were putting Hush Puppy shoes in
all the fashion shows. Famous people started wearing them. Hush
Puppies had exploded. The shoes passed a certain point in
popularity and they tipped.

This concept of contagiousness has stuck with me as I work with
collaborative law councils and institutes across North America
and the UK. Is it possible to infect our population with the
message of a more solution-focused approach to resolve disputes?
Could we create a Collaborative Law tipping point?

Absolutely! But first we will need a focused effort with the
right people, the right message and the right context.

One distinction of a tipping point is big changes follow small
events and these changes happen quickly. Malcolm Gladwell states,
The tipping point is the moment of critical mass, the threshold,
the boiling point.

To achieve critical mass, it will be important to consider how
collaborative professionals in your community are spreading the
message about collaborative law and individually contributing to
the tipping point for collaborative law. We must create the
small events that will result in a big change.

The small events include defining and communicating an effective
message, executing specific practice growth strategies and
tracking and monitoring your progress.

Define Your Message

It is estimated that half of the prospective clients who truly
understand the collaborative process will choose this
alternative and benefit from their decision. Yet, despite all
the remarkable things that have gone on during the past 12 years,
less than 2% of the public is even aware this option exists.
This tells us that we need to be more effective in communicating
the message about collaborative law.

One of the most important strategies to growing your
collaborative practice is mastering how you communicate the
benefits, value and process of collaborative law. You must
convey ultimate confidence to prospective clients and referral
sources. Your message must be clear, concise, easily repeated
and make an impact. This will require upfront planning and
practice. Give considerable thought to the following questions:

* What is collaborative law? (Define with an easy to understand
short definition)

* How does the collaborative law process work? (Define in terms
of benefits to client or referral source - use stories if
possible)

* What distinguishes collaborative law from other methods for
divorce? (Define in terms of problems solved)

* What are the key benefits of a collaborative divorce? (Spoken
in relationship to the clients key needs)

Develop Specific Strategies

Once you have developed your key message, you will need to
develop a strategy that will help you reach your goals. An
effective marketing process includes a complement of multiple
strategies and repetition. Research shows that people need to
hear, see or touch a message nine times before they finally
listen.

Consider a combination of speaking, networking and mailings to
referral sources and prospective clients. The following are
recommended marketing strategies to help you grow your
collaborative law practice.

1. Maintain ongoing communication with referral sources -
referral sources must be nurtured or they will go away. Rule of
thumb in building and strengthening referral sources is to
maintain a minimum of 3 purposeful marketing contacts per week.

Action: Make a list of your best referral sources. Schedule time
to take them to lunch and tell them about collaborative law.

2. Identify speaking opportunities - Attend conferences and
speak at meetings where your referral sources and target market
attend.

Action: Organize your experiences and seek out people who could
benefit from learning about collaborative law.

3. Networking - Go out and talk to people involved in
collaborative law and individuals who might be interested, One
attorney I talked to said she turns the table on people who are
marketing to her. She takes them up on their offer for lunch
and then talks about the benefit of collaborative law.

Action: Make a list of key networking opportunities, schedule
them in your calendar and make it a priority to attend.

4. Implement public relations / advertising strategies
o Publish articles in local publications. Write about your
experiences in collaborative law.
o Send press releases to your local media. Include information
on any new training you attended.
o Advertise in local publications.
o Develop a quality brochure and send to all referral sources
and prospective clients.

Action: Send a press release to your local publications
acknowledging your training and involvement in Collaborative Law.

5. Have a presence on the internet - Collaborative professionals
with web sites receive referrals. At a minimum have a home page
with information about your philosophy and work, include easy
linking to relevant sites and information, if possible provide
an article of the month on some value added information.

Action: Update your web site to include new information on
collaborative law. Make sure you are linked to the most
resourceful sites.

Track and Monitor your progress

It is critical to measure your success. Determine what
strategies and activities are working and not working. Assess
what strategies you should do more of and which strategies you
should eliminate. Continually revise your strategy to assure you
are meeting targeted goals.

Summary

I believe Collaborative Law is nearing a tipping point in which
it may start to rapidly transform the way disputes are resolved
in the North America, the UK and beyond.

Your challenge is to replicate what the hipster kids in downtown
Manhattan did for Hush Puppies. As a group we need to rapidly
infect our communities with the message of collaborative law. We
need to create a collaborative law tipping point.

You have an opportunity to create the small events that will
result in big change for the way disputes are resolved across
around the world.

(c) 2008, Elizabeth Ferris, All rights reserved. You are free to
use material in whole or in part, as long as you include
complete attribution, including live web site link. Please also
notify me where the material will appear. The attribution
should read: By Elizabeth Ferris of Ferris Consulting.

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