How to Make Bad News Good for Your Bottom Line
by Allan Colman
Whether your preferred morning reading is the Wall Street Journal or the New York Times, you’re probably reading plenty of bleak economic news. The Dow is up, then it’s down, the end of the recession is in sight, no, wait, maybe not. But you aren’t the only one reading—your clients, competition, prospective clients and future employees scan the same business and legal articles you do.
Why not give them something to talk about? Utilize this tried-and-true law selling technique: Put yourself into the story.
The shrinking newspaper business, coupled with a tight economy, is a plum opportunity for you and your firm to offer yourselves as credible sources regarding issues affecting your practice area. Now is a great time for small and mid-sized firms to use active business development techniques in media relations to comment on employment, securities, bankruptcy, and real estate to name a few. You provide the legal perspective and intimate expertise that reporters need to move their story. But if WSJ or NYT seem way out of your league, opt to be the big fish in the small pond and contact reporters at your local newspapers and legal publications. Become their "go-to person," and your name will appear in numerous future articles as trust is established.
When your target/client/future employees see your name and quotes in an
article they read, your credibility soars. That’s a value that law selling
through advertising just can’t buy. The news may be bad for now, but give
it time. It could turn out very good for your business.
Allan Colman is CEO of the Closers Group, a firm that assists law firms with generating new business, closing business, and sales training.
