Fans everywhere – including those who hadn’t been born when the King left the building – celebrated what would have been Elvis Presley’s 75th birthday this past January 8.


Ever wonder why his music and presence is still in such demand that it brings in so much revenue for his Estate? As far as I know, Elvis never even lost a fan. He consistently demonstrated best practices in his work that provide a great example for those focused on client retention and legal sales.


First and foremost, Elvis ensured that his music was on the minds of his fans (and, as a result, for his future fans). When he starred in a film, the soundtracks were released as Elvis Presley albums. Lawyers can follow this example. When you give a speech, make sure that it is converted to an article, placed on your website, sent to your contact list, and used as an example of why a company or agency should invite you to make a CLE presentation.


Of course, merchandising your best work doesn’t mean putting the exact piece out there time and time again. Elvis updated his songs, modified his staging, and had more costumes than anyone could imagine, but he always brought excellence to the table and let his fans know that he was giving his all every time. Within your firm, insist that your entire team give their all and provide true value in all client work. It should go without saying that this helps to build relationships, enhances closing skills, and can lead to more work in the future – especially for those lawyers who continue to interact with those who they have worked with in the past.


In business development, it is critical to go where your clients go; even Elvis toured the US and Canada to perform wherever his clients—otherwise known as his fans–congregated. If your clients and prospects will be attending an industry conference, be there to reinforce the relationship. Co-present with them, ask for introductions to their colleagues, and impress them with your work. All of these things will help you to continue to pave the way for positive recommendations for you to their co-counsel. Not only will it help them remain a “fan,” but also these steps can help to expand your “audience.”


“It’s now or never” for law firm marketing; keep Elvis in mind as you proceed.

This entry was posted on Friday, January 22nd, 2010 at 5:09 am and is filed under Legal Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.