Do you, as a lawyer, have a client database? Do you have a program (any program) that keeps their names, addresses, and phone numbers on file?
If you do, fantastic!

If not, you should.

Creating (and constantly updating) a database is integral to retaining clients. For every person that you meet with, or even contacts you, you should be getting their information and create a database for mailings.

Why aren’t you sending them out a monthly newsletter to let them know what has been happening in the firm? You may be thinking that people don’t care, right? Well, it’s not entirely untrue. I won’t tell you that people are going to read your newsletters religiously (they might!) but if you keep them in the loop, there is no other lawyer in their minds when they start thinking about signing a contract.

Tell them about a few cases you’ve won, talk about a new employee, or how you’re redecorating your office. Keep everyone in your database (or your “herd”) in the loop.

By taking the time and putting in this effort, you’re becoming more trusted and beloved by members of your herd. Not only do they know what’s happening in your firm, but you are making a constant effort to reach out to them and contact them. It really does make a difference. What other attorney in your area is doing that?

If you think of any at all, it’s probably a very short list. Now think of how many attorneys their actually are in your area. The difference is staggering.

These simple things will make you stand out. You will be different and therefore you will come to mind much more quickly.

Those people will also become excellent marketing that you don’t have to pay for. Word of mouth is one of the best tools to have in your arsonal. Being referred by a client to their friends or family creates another level of marketing that you can’t buy.

Even for other ventures, your herd can be of great benefit to you!

Say you decide to put money into an ad that will run in a newspaper or magazine. Those are great marketing opportunities, I won’t lie, but before you hit the green button, maybe include the ad you want to run in a newsletter to your herd. Make an effort to constantly remind those who already love you what it is you do. Even ask for their opinions! They see your ad from another viewpoint and could even be able to give you some genuine feedback! Show your herd that they are still a priority and you want to keep them around.

This is only possible if you have a database.