You may have heard of push and pull marketing. Applied to LNC marketing, in push LNC marketing you reach out to attorneys through cold calls and cold visits – activities that you might secretly wish you didn’t have to do.
Pull marketing is more effective. In pull LNC marketing you attract people to you.
- You post an article in a relevant law journal.
- You write a blog directed to your ideal attorney client.
- You write a book or distribute a ghostwritten book with your name as author.
I built my multi-million dollar LNC business in part by consistently blogging – these posts reminded attorneys I existed to serve them. Blogs effectively attracted clients.
I also gave presentations to attorneys and paralegals, and made full use of the opportunities to get space in the exhibit hall to meet attorneys. These are examples of situations pulling potential clients to me.
Invitational LNC Marketing
To make invitation marketing work, it’s important to discover what motivates you. Why are you in your business? Some possibilities include: You would want to educate. You also want to inspire. When you’re passionate about what you do, you want to invite others to become part of it.
If, for example, you’re passionate about being able to help lawyers win cases for people who have suffered from medical malpractice, you want to convey that. You want to reach out to lawyers and show both your professionalism and your enthusiasm. You’re not screaming, “I’m so great! Hire me!”
You’re saying, “I think I have something to offer you.” You’re making an invitation. This Is a mindset Issue. When you speak to an attorney, you’re approaching that interaction knowing you have something of value.
How to Put Invitational Content into Your Marketing
The rule I’ve most often seen is that your blog, for example, should be 80% content and 20% promotion. The invitation can be as simple as “Contact when you have a case involving (topic of blog). We’re here to help you.”
You’ll notice I usually end my blogs with some kind of call to action, whether it is to refer to a webinar, book, free report, strategy call, or podcast.
When you do this consistently, you’re not pushing. You’re inviting, not aggressively, but in a friendly way. Use your content to show why you and your business are worth learning more about; then issue the invitation.
Presentations to Attorneys
Attorneys are careful about who they invite to speak at their conferences. They do not want legal vendors (you) to use the opportunity to blatantly promote their services. Your talk should always be designed to demonstrate your expertise. If you’re part of a panel discussion, also show that you’re agreeable and not argumentative.
Always have a good supply of business cards. These days, people may prefer to enter your information into their cell phones, but a backup system doesn’t hurt.
Always remember, you have something to offer your potential client. Establishing a smooth flow between invitation and pull LNC marketing can help you to meet that person in a friendly and relaxed manner.
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Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs obtain more clients, make more money and achieve their business goals and dreams.
Pat’s experiences with cold calls were so unpleasant that she decided to build her LNC business through pull marketing. And it worked. She created a multi-million dollar LNC business.
Pat’s related websites include the LNC business coaching services she offers through LNCAcademy.com, the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.
Get all of Pat’s content in one place by downloading the mobile app, Biz Edu at www.legalnursebusiness.com/bizedu. Watch videos, listen to podcasts, read blogs, watch online courses and training and more.