ROI, or return on investment, is a business term that isn’t often found in law firm culture. But lawyers and law firms could benefit from focusing on ROI so as not to overlook prime marketing and law selling opportunities. For example, let’s discuss the ROI of a speech you recently prepared—something we talked about in our last blog post. You may have received a handful of leads as a result of your presentation, but are there other things you can do to improve the return on your investment? Yes!


Consider the amount of preparation you put into your speech, doing research and putting together notes for your presentation. By spending just a little more time with it, you can turn your presentation into an article or blog post since your research and your outline are already completed. This act alone will increase your speech’s original ROI exponentially.


But don’t stop there—use this as an opportunity to get clients involved and further build your relationships. Consider asking a client to add his or her thoughts to your article or post as a co-author, or even send a draft to your clients and prospects and ask for their comments and feedback before finalizing it. Both of these tactics are great legal selling and client relationship building approaches which may actually provide an opportunity to improve the article.


Once it is published, whether it is in a legal journal, industry publication, local business paper, etc., it’s time to squeeze even more return out of your investment:

• Ensure that a copy of the article (or a link to it) is loaded on your website
• Add the title of the article and its publication outlet to your bio
• Make copies of the article to use as handouts at future presentations
• Provide your colleagues with copies to refer to or use as a handout
• Distribute copies out to your contact list
• If your article was co-authored by a client, or appears in one of their industry publications, ask that client to arrange a presentation for both of you at their upcoming annual meeting

With just a little extra elbow grease and a strong drive for closing deals, you can boost the ROI of practically any marketing activity you can think of.

This entry was posted on Friday, April 9th, 2010 at 5:15 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.