A Simple Marketing Project for Generating More Business

You want more clients? Here are more clients: just follow this simple plan, and you'll get some.

1. Call a mental health professional who is part of a small group (5+ practitioners). When you call, you'll probably get voicemail. Leave a message like this: “This is [state your name]. I'm an attorney. Please return my call at ###-###-####. Don't offer a reason for your call, and he or she will be more likely to call you back.

2. When the professional calls back, explain that you'd like to come meet him or her and explain something new you're doing to educate mental health practice groups about family law. Tell the professional you'd like to come meet  him or her, and you only need 10 minutes. The person will agree to see you.

3. Go to the office at the designated time and explain that you're doing an educational program for mental health professionals on how to respond to a subpoena. Tell the professional that it takes 30 minutes and is ideally done over lunch. Say that you'd be happy to bring a sandwich tray for lunch. The person will agree and set a date or tell you that he or she will talk to the others to find a good time. Some groups meet weekly or monthly and will just slot you into the schedule. If your contact isn't excited about the subpoena program, offer a family law overview or a child custody law program. You'll easily find a topic he or she finds interesting. Explain that the program generates referrals for you, and it's good for the mental health professionals to have a working understanding of the issues, so it's a win-win.

4. Prepare a one-page handout for the program with 10 bullet points. Put your contact info on the page and make it look nice. If you have other marketing material, then create a packet for each attendee. The handout is really all that is necessary. A business card won't hurt.

5. Order a sandwich platter with some fruit. Make sure you've got something on the platter for vegetarians.

6. Go do the program. Get there 15 minutes early and get the food organized. Don't forget the handouts.

7. Greet each professional as they come into the room. Be sure you get each person's name and make a note of it. Expect about 25% of those invited to fail to attend. Give the attendees time to make their sandwiches and get their drinks. Make small talk: the weather is a fine topic.

8. Let the organizer of the lunch say a few words to introduce you, or go ahead and introduce yourself.

9. Do your presentation. Just work through the bullet points on the handout. If you have any illustrative stories, then tell them. Don't spend more than two minutes on any of your 10 points. Keep it short, and leave time for Q&A.

10. Wrap it up and solicit questions.

11. Answer the questions and make more small talk.

12. Let them drift back to work and offer to help straighten up the lunch mess.

13. Go back to your office and write a note to each person in attendance. Send each person another business card with the note. Tell each one to call you with any questions. Say you're never too busy to answer his or her questions.

14. Follow up with each professional in a month. Take each one to lunch and get to know him or her better.

15. Send me an email and let me know how it worked out for you. I'll be you get a new client within 10 days of doing the presentation. You might even get a client before the presentation.

Based on your emails and calls, I know that you want more business. The project I've detailed above will accomplish your goal. Do you really want more business, or do you just want to complain about not having enough business? I guess we're about to find out. The ball is in your court now. Let me know how well it works.

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