10% Coupon - Professionals of every background have used this marketing tool for decades. A coupon worth $500 of your time seems much more valuable than a "free consultation." Use it as a donation to a silent auction, as a door prize, etc. Never underestimate the power of perception when it comes to a good marketing tool. Members can modify the Sample Coupon for their use.

800 Number - If you don't have an 800 number, now would be a good time to get one. Make it easy and inexpensive for your clients to call you, no matter where they are. You may even be able to get a vanity number, i.e. 800-LAW-CALL, 800-HRD-CALL or 800-EPL-ATTY.

Advertorials - This is an informational ad. It can be run sequentially, adding new information every time it is published. Try to get placement in the upper right corner of the right-hand page. Monthly publications are perfect for this. 

Association Membership - If you have an interest in a particular industry then you should consider joining their association. For example, many employment lawyers and consultants are also members of the American Society for Training and Development or the Society for Human Resource Management. Those are the obvious. However, don't overlook industry type associations. One consultant we know became a member of a lumber association based on a suggestion of one of his clients and now derives more than 50% of his business from association members!

CDRom Audio Brochure - This is a great way to introduce your firm and inexpensive to make and reproduce. If you are a member please ask us for a Sample Audio Transcript.

Audit Services - These can be used as both a profit center and a marketing piece. For the right potential client, we give a partial or complete audit for free. Members can use the Attorney Compliance and Productivity Audit and Sample Report.

Insurance, Bar and HR Functions - One of the best sources of referrals continues to be other professionals. Talk to local attorneys and consultants about personnel issues affecting their offices regardless of their area of expertise. You can earn continuing education credits by providing seminars to fellow professionals in most states, including the compliance seminars that come with membership.

Barter - We love the idea of exchanging time for dinners, get-a-ways, etc. Maybe your roofer, landscaper, favorite restaurant, or resort needs some advice. You get the idea.

Birthday Cards - Get everyone's birthday and send out a birthday card every chance you get. Don't forget your employees.

Branding - Your firm name needs to be short and memorable. No more four name firms. One or two names at the most. Then add a byline identifying your unique services or constituency. For example, "Jones Howard - Representing Cleveland Employers" or "Jones Howard - Servicing High Tech and Health Care Employers." Make sure to display your brand prominently and often.

Broadcast Fax - This used to be a very popular way of announcing workshops, seminars, etc. Use broadcast fax in conjunction with any promotional efforts through the mail, e-mail, radio, etc. Just make sure it is permission based.

Brochure - You should have a well thought out firm brochure, which emphasizes client benefits, as well as your firms' skills and client focus. Display your brochure online and hand it out freely. Members should modify the Marketing Brochure Template for their use.

Business Cards - Most cards are dull and boring! Get a graphics designer to produce a unique card for you that accentuates your UVP (Unique Value Proposition). Use the back of the card to describe the firm mission, services, and client benefits. Using a photo connects the card with you. Always have plenty of spare cards with you. Make sure every employee has a business card too!

Christmas Cards - Yes, you will send these out too - but yours will be different. No foil stamped pre-signed cards. You or your staff should hand sign and address your cards for that personal touch. Some marketers prefer Thanksgiving or New Year's cards so they stand alone.

Classified Ads - The best type of classified ad is one that gives away a free Special Report. We like using the Special Report "10 Traps for the Unwary Employer" for this purpose. However, if your classified happens to run in conjunction with an issue about layoffs, then you might want to offer one of the other Special Reports as a free bonus for contacting your firm. 

Client Bill of Rights - All Employer Advisors Network members are encouraged to use the Client Bill of Rights, which spells out your commitment to your clients. Commitment to its guidelines is guaranteed to produce client confidence and loyalty.

Client Party - Don't forget to celebrate with your clients. It's amazing how the most successful firm just so happen to have the best client parties!

Client Service - There is simply no substitute for excellent client service. You want to create "raving fans" that generate endless referrals. This means you and your entire staff must think in these terms. Define what it is and then sleep, eat and breathe it.

Client Surveys - The best way to know how your clients think and feel about your firms is to ask them. We recommend that you have every member of your firm (including your staff) surveying clients over the telephone. You may also consider running a survey of potential clients. We always recommend that when you ask for survey information that you reward the client/potential client with either the results of that survey or something else of value. Members should adapt the Client Survey for their use.

Clothing - Consistent with branding, we can equip our attorneys, staff and clients with hats, shirts and other items of clothing bearing the firm name and byline. Go to www.landsend.com and you will find a wide selection of affinity clothing.

Community Pro-Bono - Work with a few of the more visible organizations in your community to help them establish better personnel relationships. Make sure you have contact with the Board of Directors of these organizations. Then make sure to publicize your contributions. For some ideas take a look at the Community Involvement Checklist.

Competitor Analysis - Just who are your competitors? How many attorneys practice the same type of law that you do within your community? What is the size of the potential client base? What percentage of that client base do you own? How much do they charge for fees? Who are their clients? Part of positioning your firm is knowing your competition. Find out what types of surveys have been done by your local bar association, SHRM Chapter, or business publisher.

Contests - Offer a free mini-audit, workshop or other service for the winner of a contest. Challenge entrants with a compliance quiz or some type of survey where you gain valuable information while marketing your practice.

Cross Promotions - This is where you agree to send out a letter to your clients endorsing a business (i.e. your CPA) and they in turn do the same for you. Be very careful not to over-do this one. Members should take a look at the Sample Cross-Promotions Letter.

Data Base Management Program - This will help you to manage your client relationships. We use Infusionsoft. Many people use Outlook, Goldmine, Salesforce, ACT and other CRM programs. A good database management program will allow you to maintain thousands of contacts indexed dozens of different ways and allow you round the clock access to those clients via e-mail, telephone, mail or fax.

Direct Mail - We could go on forever about the benefits of direct mail advertising. Whether it's the announcing of a new partner or associate, the giving of a seminar, the expansion to a new line of services, there is no substitute for direct mail. We like using post cards as teasers, reminders and thank you's. Get friendly with a list broker service and mailing house in your city. Whenever you send out a promotional piece do your best to hand-address the envelopes and use commemorative first class stamps. You can also add "teaser copy" on the outside of the envelope. i.e. "Enclosed is valuable information for that can affect your bottom line…" Get a student with good handwriting to do the addressing or hire a professional letter shop. Personalize any letter where possible. Always add a P.S. where possible and a call to action. The Marketing Handbook contains numerous direct mail pieces that can also be e-mailed.

E-Alerts - Build a mailing list of clients/potential clients and send them a memo on a case-of-note every two months or so. Members will get an e-alert sent automatically to their clients.

Electronic Bulletin Boards - You can join one of these boards and become a regular contributor. It is recommended that you focus on local businesses and that you not give direct legal advice (at least not without a disclaimer.)

Endorsed Marketing - Get your local bank to sponsor a seminar for their client business. Get your office supply company to send out a letter introducing your firm and include a $250 coupon. Third party endorsements are always a powerful marketing tool. Again, a Sample Endorsement Letter can be found in the Marketing Handbook.

Expert Panel  - Many conferences request panelists to discuss a "hot" issue. Get on a panel and gain instant credibility.

Flyers - You should have flyers available for workshops, services, etc. that can be placed on marketing tables at human resource group events, business association meetings, Chamber meetings, etc. Members get employment flyers for the LAWSUIT FREE! and Building Powerful Employment Relationships workshops. Use brightly colored paper (i.e., yellow, lime, bright pink, etc.) where possible.

Free Reports - The two most powerful words in all of marketing are "" and "" You don't need to capture a client right away, just capture their information and then begin developing a relationship with them. One of the best ways to do this is by offering a free report any time you speak, any time you send out a newsletter or e-alert, on your web site, etc. As a member, there are dozens of   Special Reports you can choose from.

FYI's - Anytime you see an article of interest to a client send it to them with a FYI Post-It Note attached. See the sample letter in the Marketing Handbook.

Guarantee - We make it a point to guarantee our products and services. Very simply, a client does not have to pay any portion of a current bill they feel is unfair. The cost of "" has always been worth the added business.

Hotline Services - Businesses are looking for answers to their problems now, not when you return back from a two-week trial. We encourage you to work with our online hotline service to make sure someone is always available to answer a legal or management question immediately.

Industry Specialty - You can focus on a particular industry and get known as their employment law expert. Perhaps you can be known as the "" person in the restaurant industry or manufacturing or health care, etc. Show up or speak at their meetings, conferences and conventions.

Marketing Calendar - You should have a 12 - 18 month calendar easily accessible by you and your staff at all times. Blank out the dates for speaking in advance and then try to fill them up through your pro-active efforts. For example, you may decide to speak to a group every other Tuesday or Wednesday at lunch. Mark those off in your calendar now and then fill them up as you go.

Marketing Plan - If it's not in writing then it really isn't a plan. What is your firm's mission? What is your growth strategy? Where have your existing clients come from? Who are your most profitable and unprofitable clients? Your marketing plan should interrelate with your business plan. If you are a member, take a look at our Marketing Plan Template.

Mastermind Groups -A mastermind group consists of 12 to 15 people with a shard interest, coming together to open their souls in a confidential setting. One such example is the Chief Relationship Officer Forum. Whether you're facilitating a group such as the CRO Forum, or acting as a member of a group such as TEC Associates, mastermind groups can greatly enhance your professional status and self-esteem.

Mid-Year Legal Update - We already know what you are thinking. But if everyone else goes left then you want to go right. Chances are there are plenty of firms already giving annual legal updates in your area. How many of them are giving mid-year updates? That's the point. Think different. Be different.

Networking - If you're going to spend your time at professional or community-based events, then use them as a way to gather contacts and client leads. When done properly, networking is also a very powerful form of competitor intelligence. Two hours at a Chamber gathering can be the source of incredible marketing insight. Always ask for their card and if they would like to receive your newsletter.

Newsletter - Whether you publish it in print or as an "," a once every month/every two month newsletter is an essential marketing piece. Remember your clients are not lawyers; so don't write to them as if they were. Members can use the Compliance And Culture Newsletter as is and forward it to their database.

Photos - You must spend a few bucks to have a series of professional photos done of you. We recommend digital photography for web and internet use purposes.

Press Releases - Anytime anything of note happens with your firm issue a press release to your local and client related publications. Members should use the Press Release Template.

Promotional Giveaways - Many firms will use pens, key holders, magnets and other giveaways for conferences, seminars, etc. Go to www.bestimpressions.com, www.thedrawingboard.com, or www.myron.com. We like to use the HR That Works Screensaver which can be downloaded and handed out on floppy disks or CD-Roms.

Public Relations - Public relations programs are a vital part to any marketing system. Hire a PR professional in your town for a few hours time and share with them some of your efforts. See what they would recommend as an approach and find out how much they would charge to do things for you. Pay for their time. It will keep the relationship strong and check expectations.

Public Speaking - This is the most effective way of becoming visible in your business community. Breakfast, lunch and dinner talks as well as being placed on a panel, are all ways to get yourself excellent exposure. Make sure to always offer something to your audience in exchange for their input and information. Always post your speaking schedule. Be sure to make use of your web site, office lobby bulletin board, local media and remember to include it on your web site.

Publish Articles - Find out if the editor of local or industry professional and business publications has a need for one of your Special Reports or if there's a specific issue they would like to see you write an article on. Then use the reprints of these articles as handouts for marketing purposes. We are always looking for good content for EPLiC, which is sent to top risk managers and insurance professionals nationwide.

Published Column - Work with your local business paper, human resource group, trade association journal and the like to provide them with a monthly column. That monthly column can consist of excerpts from your newsletter, e-alerts or special reports. Always try to slice and dice content you generate as many different ways as possible.

Radio and TV Talk Shows - Local channels and stations are always looking for good content. Be prepared to comment on an industry trend, legal trend or community-based issue. You can never have too many reporters or talk show hosts as your friends.

Referral Program - How do you actively solicit and reward referrals from clients, other attorneys, human resource consultants and other business professionals? A well-run referral program can more than double the size of your practice.

Registrations on Web Portals - There are numerous human resource and legal portals, which will allow you to freely register your practice and services you offer. 

Sub-Specialties - Developing a specialty within your practice involves education and marketing. Lets say you spot a legal trend or growing practice area (i.e. hiring in high tech). Get educated, write a paper and then speak to as many groups as possible. For example you can focus on managing layoffs, wage and hour pitfalls, etc.

Target Marketing - Your goals should be to generate more "A List" clients. You need to be very clear as to your target market because you will get what you focus on. For example, you may focus on a particular industry or sub-specialty. What client category do you want to own? Where can you find them? What message will you send them?

Testimonials - Client testimonials can be a powerful marketing tool. If you are an attorney, you must remain within your Professional Guidelines. Use them throughout your web site and in your marketing material. There is simply no substitute for third party endorsements. Attorneys can find a great deal of information related to the ethics of legal marketing by going to www.findlaw.com.

Thank You Notes - Get a whole box of these and send out as many as you can, as often as you can. Hand write a note and handwrite the envelope. Have your clerk or secretary pre-stamp a dozen or so at a time and keep them nearby.

Three Foot Rule - Anyone within 3 ft. of you is a prospect. It can be on an elevator, train, coffee stand, etc. This is where your "elevator speech" comes in. Ask for their card and give them yours.

Trade Shows - Set up a trade show booth at a local industry event. You can always share a booth to reduce the cost. Many Chambers of Commerce sponsor such a day. Have your firm brochures available, online access to your firm web site and offer "ask the expert" advise where possible. Members should review the Guidelines For Trade Show Fairs found in the Marketing Handbook.

Training - There remains an incredibly large need for this service. You can provide compliance training either directly or through employer's associations, the Chamber of Commerce, Human Resource groups, etc. Members can choose from more than ten Training Modules .

Web Site Development - Extensive web sites can be an expensive proposition for small firm practitioners. Whether you are a member of the Employer Advisors Network, or otherwise, try to find some third party vendor that has already put together a site that can then be edited to your liking. Make sure the site focuses on client benefits as well as firm features. Please take a moment to view our Template Web Site (Legal (HR Consulting).

Write a Book - It doesn't even have to be a big book. It can be a booklet. An incredible amount of status comes along with being an author. You can even make your book a collection of articles, reports and other insights you've gathered over the years. Self-publishing has become such a breeze nowadays that you can get a book published for less than a few hundred bucks. Members should give away the booklet "99 Powerful Strategies for Avoiding Employee Claims".

Yellow Pages Advertising - Nobody advertises in the Yellow Pages more than attorneys. Find out which of your competitors have been using a yellow page ad and for how long. Unless you are incredibly talented, have your ad copy done by a professional.