"Tip of the Week" - Be a Billboard for Your Services and Let Others Be, Too

Years ago when I was in college and designer jeans were all the rage, my friend said to me, "if I'm going to pay $35.00 for someone's name to be on my butt it's going to be my own."

She was right.  We spend big money everyday paying for the privilege of advertising someone else's name and brand.  Nike sneakers, Calvin Klein jeans, Donna Karan, Adidas, and so on.  It sends an advertising message, but it further reinforces the name brand to all who look.  And, let's face it, for decades buyers have been secretly thrilled they could afford the 'name brand.'

And people spend ridiculous amounts of money for T-shirts with sayings, like "Your village called. It's missing it's idiot."

Well, there is an inexpensive, unobtrusive way to sell your brand name and message to attract potential clients or referrers of clients.  While it's not new it is certainly overlooked, in my opinion, in the legal profession.  If you have estabished your message effectively, what you do and how it can benefit a potential client, you should have T-shirts emblazoned with your name and marketing message.  It should be the T-shirt you wear working out at the gym, walking the dog in the local park, give-aways at trade shows, sipping your coffee at Starbucks, Saturday morning grocery shopping apparel, marina wear, going to your community fall fair. Whatever works with your lifestyle.  Everyone in your family should have one, your spouse, your mother-in-law...you see where I am going.  The ideas are limitless as are the opportunities you can realize from unexpected sources who see your 'billboard.'

Sponsor the local little league or soccer with appropriate T-shirts.

One of my clients is a serious runner.  He volunteers at the soup kitchens.  He wears his all the time and it never fails to generate conversation and traffic to his site and ultimately money-generating business. It doesn't have to be loud and in your face.  It can be subtle.  But what it must have is the following:

• Your Name/Law Firm Name
• Your message which says "I can benefit you."
• Your URL
• Telephone Number

People may remember your URL or name as they pass by in the other direction and look you up on the internet.  It is certainly a conversation-generator and much, much more. Be sure you carry business cards with you at all times. This form of marketing your message also shows pride in what you do, something lawyers, unfortunately, are a little hesitant to share because of the negative image we seem to enjoy.

You may say, "I don't want to be 'on' 24/7."  Well, if you are a solo practitioner chances are you are going to have to be 'on' 24/7 because anyone you meet can be a potential client, a referrer of clients, or a client you can refer for a fee (if your jurisdiction allows).  Not understanding this will hurt your bottom line.

Again, this idea is for a specific personality.  But I'm sure you related to all of the above, how much money you've spent on a name brand, where you wear your T-shirts or tank tops, and you can think of a many ways to use this often overlooked opportunity to become a billboard for your own services.

In addition, if you are known, or your community of peers are known to wear a certain type of apparel unique to this community like fishing clubs, hockey clubs, motorcyle clubs, tailor the apparel to the community as long as your are branding the item with your message.

If you already do this, would love for you to share your experiences.