Legal services attorneys implore you to give of your time and expertise by volunteering and taking on pro bono cases. They tell you it's your duty as a member of the bar, and tout the feel-good benefits of giving away that which you would otherwise charge money to receive.
What they don't tell you is that pro bono work is a potent form of community building and legal marketing.
Let's say you're a lawyer in Minnesota, working in an area that's been hit particularly hard by the economic downturn. People are filing for bankruptcy in droves, many of them without a lawyer. These people are unemployed and can't afford legal representation, so they're forced to go it alone. Maybe some of them do a decent job, others botch the case and get into trouble.
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You decide to help out a legal clinic, giving away 15 minutes of your time to each person who comes to visit the clinic about a bankruptcy-related issue.
That's what Minnesota bankruptcy lawyer Mary Hoben does. And in a recent article discussing the clinic, she comes out looking pretty darn good.
The article isn't about legal marketing, it's about Mary's efforts to help people out in a time of need. But let's look at a few ways Mary could use this as a way of building her community and personal brand as a bankruptcy lawyer.
Provide Something Tangible. If Mary gave each person a free booklet or information sheet with her name on it about consumer bankruptcy then it might get passed along to other people who need her help. Even if the clinic participant doesn't give it to someone else, Mary's name remains in front of that person in the event that the case goes sour and they need full representation.
Add To The Newsletter. Mary can add each participant to her newsletter list, sending them valuable information about bankruptcy and personal finance every few months. By providing free information, she establishes her expertise and trust with the consumer.
Send A Follow Up Letter. Mary could send each person a letter about a week after their meeting, thanking the person for taking to time to meet with her and offering encouragement (though not her services). Once again, Mary's trust goes through the roof.
Offer Up Her Social Networking Information. If Mary's got a professional Facebook Page or uses Twitter, she should connect with clinic participants and continue to provide valuable and relevant content. More trust right there.
As Mary's trust factor continues to rise with tens if not hundreds of members of her community, she begins to be seen as the bankruptcy lawyer who is willing to help and who knows her stuff cold. Her name gets passed around to those who may be able to afford her services, and Mary begins to reap the financial and business benefits of doing something she's doing anyway - helping people in their time of need.
Bravo Mary!
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