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How self-marketing influences success in law practices

Lawyers are oftentimes seen as successful people that earn a lot of money. However, one thing that is often overlooked is the hard work, dedication and client acquisition strategy that successful lawyers have. An example of a lawyer who does this exceptionally well is Benedict Morelli. What sets most lawyers apart from each other is not necessarily their ability to use their knowledge of the law to win cases for their clients, but the quality or lack of it when it comes to self-marketing.
Self-marketing is what lets people know that a lawyer is out there and looking for new clients. There are many things that a lawyer can, and oftentimes must do, in order to preserve a healthy business that can sustain them through life. There are is some decision-making regarding one’s law practice that can really make a difference. Below are some of the things that will help improve a law practice through proper marketing.

Getting specific

By advertising plain law practices, lawyers are putting themselves in the same basket as every other lawyer out there. However by choosing specific types or parts of the law to represent clients in, they are narrowing down their own competition. An example for this would be to advertise services as an immigration lawyer rather than just a lawyer. To take things ever further, lawyers can choose to focus on very specific cases such as immigration lawyers for a specific country. Potential clients will feel more secure about a lawyer that seems precisely qualified for a job than one that can just do it.

Online marketing

Online marketing is an excellent way to spread the word about your practice. There are multiple online channels that can be used to promote business. Social media networks or even filming short ads for YouTube can be of incredible help especially if they have slogans or something catchy to draw attention.

Personal website

All the people interested in what they see in advertisement material should ultimately be guided towards a website which contains all the details regarding the services which can be provided and also contact information. The cyber-era is in its prime and it is currently considered counterproductive not to have a website. The appeal and reach of such tools is so great that their absence can actually harm business.

A helping hand goes a long way

Even if it seems like there is no business available right away, it can be a good idea to help out other business owners or people. Even if there is no payment involved, this type of act will lead to people spreading the word about the service they were accorded. If they know someone in search of legal counsel, this act of selflessness can be the window to a new client.

30 Mar 2017 15:59


About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as,,, Boris is the founder of and