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By Dan Forootan

The usual advertising medium for a lawyer is unfortunately not a very realistic one for the vast majority of legal professionals. Sure, everyone gets a kick out of watching television ads in which lawyers somberly promise to deliver the verdict you want or else their services are free. And lawyers, as well as their potential clientele, do double takes every time they drive by a railroad overpass or a highway billboard featuring a larger-than-life likeness of a lawyer soliciting business.

The truth, though, is that most lawyers can’t afford to use such attention-getting methods to generate business. So how do lawyers in this position spread the word about their services and find new clients? An email marketing campaign for lawyers!

A lawyer’s email marketing campaign can provide him or her with a maximum amount of benefit with a minimal amount of effort and investment. This is particularly valuable since most lawyers, again, don’t operate firms in which there are dozens of first-year associates running around doing most of the grunt work. The truth is at most firms, the head lawyers handle most everything with the help of a paralegal or two, and there’s not a whole lot of time or money to spend on promotional efforts.

Fortunately, a lawyer’s email marketing campaign can easily be implemented even by a one-man start-up operation working on a shoestring budget. Collecting email addresses today is as easy as collecting phone numbers a generation ago—everyone uses email and offering an address as a way to get in touch is second nature to just about everyone. Let clients and potential clients know that email is the best and most time-saving way to communicate - then collect email addresses every time someone visits the office.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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