Marketing your bankruptcy practice by giving it away

The attorneys at Legal Services plead with you to give of your time and expertise by volunteering and taking on pro bono cases. They tell him that it is his duty as a member of the bar, and all the feel-good benefits of giving what he would otherwise charge money to receive.

What they don’t tell you is that pro bono work is a powerful form of community building and legal marketing.

Let’s say you’re a lawyer in Minnesota, working in an area that has been particularly hard hit by the economic downturn. People file for bankruptcy in droves, many without a lawyer. These people are unemployed and cannot afford legal representation, so they are forced to go it alone. Maybe some do a decent job, others screw up the case and get into trouble.

You decide to help a legal clinic by giving 15 minutes of your time to each person who comes to visit the clinic for a bankruptcy-related issue.

That’s what Minnesota bankruptcy attorney Mary Hoben does. And in a recent article about the clinic, she looks pretty good.

The article is not about legal marketing, it is about Mary’s efforts to help people in their time of need. But let’s look at some ways that Mary could use this as a way to build her community and her personal brand as a bankruptcy attorney.

Provide something tangible. If Mary gave each person a free booklet or information sheet with her name on consumer bankruptcy, then she could pass it on to others who need her help. Even if the clinic participant does not give it to someone else, Mary’s name stays in front of that person in case the case settles and she needs full representation.

Add to newsletter. Mary can add each participant to her newsletter list and send them valuable bankruptcy and personal finance information every few months. By providing free information, she establishes her expertise and trust with the consumer.

Send a follow-up letter. Mary could send each person a letter about a week after their meeting, thanking the person for taking the time to meet with her and offering encouragement (though not her services). Once again, Mary’s confidence skyrockets.

Offer your social media information. If Mary has a professional Facebook page or uses Twitter, she needs to connect with clinic participants and continue to provide valuable and relevant content. More confidence right there.

As Mary’s trust factor continues to increase with dozens, if not hundreds, of members of her community, she is beginning to be seen as the bankruptcy attorney who is willing to help and knows what she is doing. Her name is passed on to those who can afford her services, and Mary begins to reap the financial and business benefits of doing something she’s doing anyway: helping people in time of need.

Well done Maria!