If you’ve purchased our book How Good Attorneys Become Great Rainmakers: A Breakthrough Referral Marketing Process, please feel free to browse our audio library featuring MP3s of The 20 Marketing Assets and The 5 Marketing Habits.

The 21 Marketing Assets

tn-top-twenty1. The Top Twenty List

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The top twenty list refers to referral sources who send you the best files.

Rolodex2. Contact Management Software

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This is software specifically designed to capture personal and professional information about a firm’s clients and referral sources.

Assistant3. The Marketing Assistant

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The marketing assistant helps the attorney achieve his or her marketing goals.

Laser Talk4. The Laser Talk

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These are brief, but powerful introductory statements that educate the listner as to the type of clients the attorney works with; the kinds of problems the attorney solves; and the approach the attorney takes to solving those problems.

Storytelling5. Storytelling

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Stories are the “stealth bomber” of marketing. You will need at least three Marketing Stories in your portfolio to complete this asset.

Laptop6. A Professional Website

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A professional website should be informative, easy to navigate , and consistent with the rest of the firm’s marketing materials.

Gears7. A Public Relations Campaign

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Also know as “PR”, this is the process of raising an attorney’s or firm’s profile through print, radio and televised media.

Client Interviews8. The Interview Process

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For attorneys that want to build rapport with their referral sources, the interview process is unmatched. In order to count this asset, you must have an interview script and have completed at least 10 interviews.

Accountability9. An Accountability Partner

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This refers to a person who holds an attorney accountable for the marketing actions they have agreed to carry out.

Planner10. An Annual Marketing Retreat and Plan

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An annual retreat in which marketing objectives are discussed and established. It helps a firm focus on its most important strategies for growing the firm.

Marketing Calendar11. A Monthly Marketing Plan

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To claim this asset, one must have specific marketing goals for each month which breaks down the often overwhelming task of developing new clients into smaller, more achievable steps.

Event12. A Signature Marketing Event

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Often themed around holidays, this group event can serve to announce a new office, introduce a new partner, celebrate a win, or support a charity.

Client Intake Matrix13. Client Intake Matrix

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In order to screen new clients and their legal needs prior to converting them to paying clients, it is important to evaluate prospective client-based criteria such as: their ability to pay, their personality, the referral source who sent them, the type of work they bring and other factors which shift accroding to practice area.

Maze14. Referral Map

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To use a Referral Map an attorney identifies the different categories of referral sources who exist in the community and who intersect with the attorney’s potential clients.

tn-client-aftercare15. A Client “Aftercare” Program

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An aftercare program can be a service or product, fee based or free, that is provided after the primary service has been completed and adds value to the client’s life.

Top of Mind Awareness16. The TOMA Tool

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TOMA stands for “Top of Mind Awareness”. To claim as an asset, one must have a regular, at least quarterly, communication channel to their client.

Cleint Tracking System17. A Tracking System

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This is an automated or manual process by which new clients are asked who referred them to the law office. This information is then tracked so that the referral source is thanked appropriately for their actions.

Conference Room18. A Client-Centered Office

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An office space that is designed to meet the needs of clients will convey a sense of professionalism and competence, but will also be friendly and welcoming in its appearance.

Professional Image19. A Professional Image

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The way you present yourself to other people is often the deciding factor in how you will be perceived. It is important to be well-groomed, but comfortable with yourself, authentic in your presentation and at the same time, put your best foot forward.

Stopwatch20. A Marketing Time Template

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Blocking out time for marketing actions such as breakfast, lunches, dinners or events is vital to ensuring that your plan is implemented. To claim this asset, the Marketing Time Template must be organized and place.

Thank You Notes21. A Thank You Template

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Acknowledging referral sources for their efforts is an important part of the rainmaking process. A “Thank You” System would include having an inventory of cards and/or gifts at your disposal to send out to referral sources.

The 5 Marketing Habits

tn-making-that-call1. Three Marketing Contacts Per Week

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A contact must be long enough (20 minutes to 1 hour) to allow you to connect with your referral source and develop further rapport.

Asking for Referrals2. Asking for Referrals

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It is important to regularly let clients and referrals know, either at the conclusion of a case, or somewhere in the middle, that your practice thrives on referrals from people like them.

Saw3. Sharpening the Saw

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Staying current with the latest marketing ideas by reading a marketing book once per quarter can help to keep you in action and motivated to promote your firm.

Handshake4. The Thank You Habit

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Thanking your referral sources every time they send a referral will reinforce your referral base. Even if you don’t end up working with the referred client, thanking your referral sources is vital.

Puzzle5. The Adding Names Habit

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Adding new names to your contact management list will give you a great base to grow your practice. Add at least five new contacts each month to your list and you can claim this habit.

Contact

Atticus®, Inc.
345 South Highland Street
Mt. Dora, FL 32757
Toll Free: (888) 644-0022
Office: (352) 383-0490
Fax: (352) 383-8637
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