Legal Marketing Playbook
Increase your client list and maximize your return on investment.
Stand out from the rest.
Guidelines
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Advertisements can not make false, deceptive or misleading statements or claims about services, qualifications, experience, fees, results or any other material facts.
They also have a reasonable basis for any factual or comparative statements they make and be prepared to substantiate them with evidence if challenged.
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Firms must clearly identify themselves and their law firms in any advertisements or solicitations they make.
They must also include a disclaimer that states that the communication is an advertisement or a solicitation, that prior results do not guarantee a similar outcome, and that the recipient should not act upon the information without seeking professional advice.
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There must be no use coercion, duress, harassment, intimidation or undue influence to solicit clients.
Tactics must also respect the wishes of recipients who indicate that they do not want to receive further communications from them.
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Firms are not permitted to use testimonials or endorsements from clients or others that are false, deceptive or misleading, or that imply a guarantee of success.
They must also disclose any material connection they have with the person giving the testimonial or endorsement, such as payment, family relationship or personal interest.
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Firms must not solicit specific persons who are in need of legal services in a manner that involves direct contact in person, by telephone, by electronic means or by any other means that is likely to create undue pressure or influence.
This rule does not apply to solicitations that are directed to other lawyers, family members, close personal friends, current clients or former clients.
Rules & Regulations
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These apply to the advertising of most products and services, including legal services, by prohibiting unfair or deceptive acts or practices in commerce. According to the FTCA and FTC regulations, legal advertisements must be truthful, non-deceptive, fair, and supported by evidence. The FTC also issues various guidance documents on specific topics related to advertising, such as endorsements, testimonials, native advertising, and online advertising.
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This is the federal trademark law that protects the rights of trademark owners and prevents consumer confusion in the marketplace. The Lanham Act applies to the advertising of legal services by prohibiting trademark infringement, trademark dilution, false designation of origin, and false advertising. According to the Lanham Act, legal advertisers must not use trademarks that are likely to cause confusion with other trademarks, that are likely to harm the reputation or distinctiveness of other trademarks, that falsely suggest a connection with other persons or entities, or that falsely represent the nature, characteristics, or qualities of their services.
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These are the rules and regulations that govern the professional conduct and ethics of lawyers in each state. The State Bar Rules apply to the advertising of legal services by setting forth standards and guidelines for lawyer communications with the public, including potential clients. The State Bar Rules vary by state, but generally require that legal advertisements be accurate, truthful, not misleading, not coercive, not solicitous, and not create unjustified expectations. The State Bar Rules may also impose specific requirements or restrictions on certain types of legal advertising, such as direct mail, television, radio, internet, or social media.
How We Work
We help you skip the lengthy step of consulting legal experts and regulators, and ensure your team is properly informed for any upcoming campaigns; help you craft compelling marketing strategies that resonate with your target audience; and know how to avoid common mistakes and pitfalls that could get you in trouble with the regulators.
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We will start by getting to know you, your goals, your target audience, your competitors, and your current marketing and PR efforts.
The team will conduct a comprehensive audit of your online presence, reputation, and performance.
And we will also research the legal industry trends, challenges, and opportunities that are relevant to your niche and market.
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Based on the findings from the discovery phase, we will develop a customized marketing and PR strategy that aligns with your objectives and budget.
We will define the key messages, channels, tactics, and metrics that will guide our execution.
The team will create a detailed timeline and action plan for each stage of the project
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This is where we put our strategy into action. We will implement the agreed-upon marketing and PR activities, such as creating and distributing content, managing social media, generating media coverage, designing and launching campaigns, optimizing your website and SEO, and more.
We only use the latest tools and best practices to ensure quality and efficiency.
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The team will monitor and measure the results of our marketing and PR efforts using cutting-edge analytics tools and platforms.
Regular reports and feedback on the progress and performance of each activity will be provided, and in them we will identify any challenges or opportunities for improvement.
With your approval, we will adjust our strategy accordingly.
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Throughout the project, we will maintain communication with you via email, phone, or video calls at your preferred cadence.
We will keep you updated on the status of our work, share our successes and challenges, and solicit your input and feedback.
We will also be available to answer any questions or concerns you may have along the way.