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February 10, 2007

Tip of The Week - How To Use Your Local Cable Station For Free Publicity

There are many venues for free publicity for your solo practice that will set you up as a local authority in your practice area, make you a local celebrity and provide you "video" for your blog or website.

I recently came across numerous YouTube videos of a local cable access show called DE Law (Delaware Law).  This local public cable show primarily interviews the lawyers from the firm Doroshow, Pasquale, et al, each Friday night.  The lawyers talk about various areas of consumer law.  They have years of shows taped so they uploaded their favorites to YouTube.  They then embedded three minute clips of the shows onto their website for brief informational video introductions on various practice areas for their potential clientele. And if the potential client wants a free DVD of the entire show the lawyers request you contact them for an initial consultation in order to receive it. It is pretty smart.

New solos (and some older solos) have limited funds.  However, by seeking out your local cable access company, volunteering to do talk shows on topical areas of the law, you get practice with public speaking, set yourself up as a local authority, and have "free" video for use on your own website.  It's a win/win situation. 

Make sure, though, when you approach your local cable access producers you sell the concept as one that is valuable to their audience and the community at large.  This type of marketing is more about positioning yourself as an authority and less about soliciting clients directly. 

It is also a very good idea to have an inexpensive pamphlet of information available so that the audience can contact you for their "free guide" to whatever topical area of law you are talking about. For instance, if you are an attorney that does wills, you may offer this "free guide" (it can even be a stapled collection of sheets of information on your letterhead) that gives the 10 points to consider when making a will with a worksheet they can complete so the potential client can bring it to your office during the initial consultation.  And this is something the potential client can copy herself many times and distribute to others who may also benefit! 

The idea is to collect names of potential clients for you to follow up on.

If this is something you have already explored, or you now explore it successfully as a result of this 'Tip Of The Week,' please share your experiences with us.


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