An example of law firm marketing in action

OK so here's an example of what law firm marketing looks like in action. I sent the following email to several lawyers I know in & around Atlanta. One of them responded and at the very bottom is my explanation of what law firm marketing looks like in action:

MY INITIAL EMAIL:

On Sat, Aug 21, 2010 at 11:11 AM, RJon Robins <rjon@howtomanageasmalllawfirm.com>wrote:

Hello Hxxxxxxx,

• I'm writing to ask if you or anyone you know isactive with the Atlanta local bar association?

• And if so would you be willing to do me a favorthat I think will be good for both of us?

Background: Microsoft (yes that Microsoft) is interestedin featuring me in a series of small law firm management & marketing CLEseminars they are going to sponsor around the Country.

They've asked me to select five local bar associations to support with aMicrosoft-sponsored CLE event. The subject matter will be geared forhelping to grow more profitable, more predictable and more manageable solo& small law firms.

But to get Microsoft's support the event must take place before the end ofthis year.

They're prepared to be quite generous interms of picking up the expenses, matching marketing dollars, supporting theevent with an event-specific website for registrations and promotions, lotsof door prizes and letting the localbar association keep all the revenues. PLUS OF COURSE THEY'LL BESENDING ME!

Since you're in Atlanta I'm wondering if you might have an interest in beingthe one to bring this golden CLE opportunity to your local Bar Associationfor their consideration?

(Note, this is NOT available for StateBars; Only local county and city Bars).

I'll have more details in a couple weeks but at this point we're at the stageof deciding which are going to be the lucky 5 local bar associations to getthis program & you're literally one of the first people I've presentedthis to as I just got the green light from Microsoft yesterday.

Please reply to let me know what you think.

If you agree this would be great for your local bar association let's actfast because I know that next week many more than five others will bepresented this chance and the spots will be awarded on afirst-come/first-served basis.

Thanks,

RJON

THE RESPONSE:

From: Hxxxxxxxxxx Bxxxxx [mailto:hxxxxxxxxx.bxxxxxx@gmail.com]
Sent: Saturday, August 21, 2010 2:46 PM
To: RJon Robins
Subject: Re: Atlanta Bar Association?

Hey. Wouldn't you want to contact the Bar assn direct? Speak with the CLE director

of the Atlanta Bar.

THE LESSON:

Hello Hxxxxxxxx,

Thanks for the suggestion. If none of our Members in oraround Atlanta wants the opportunity that’s what I’ll do.

But since itdoesn’t ‘cost’ me anything and may help a member of that bar association bybeing the one to bring a fully-sponsored Microsoft-endorsed event to them on asilver platter I wanted to share the wealth so-to-speak.

Sort of like ifI was going to hire a law firm and I happened to know a lawyer who worked there. All things being equal I’d always rather get an introduction from a mutualacquaintance especially when making the introduction helps the lawyer anddoesn’t hurt me at all.

~RJON