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By Lawrence M. Kohn and Robert N. Kohn
With a well-planned seminar, you can meet a high concentration of quality prospects, save time by interacting with many targets at once, showcase the expertise of multiple members of your firm and provide valuable networking opportunities for clients, prospects and referral sources.
With all the marketing benefits of seminars, there are several reasons why lawyers are still reluctant to try them. One reason is the perception that there are already too many lawyers competing in the seminar market. This is self-defeating thinking. Even if your competitors are actively giving seminars, it is unlikely that quality targets have had their fill of quality speakers and programs.
Another reason for reluctance is lawyers' lack of confidence about choosing a hot topic. The solution here is to realize that just about any client matter you're dealing with is a potential subject. It's logical to assume that if one client is having a problem, there are prospects out there who are suffering through it too. Hot new topics are by no means a requirement for a successful seminar.
Lastly, some lawyers are gun-shy of producing seminars because they fear poor attendance. The solution is to set reasonable expectations. In the beginning, limit your efforts to modest audiences. Wouldn't it be worthwhile to meet just five to ten high-quality new prospects? In fact, for building relationships, small, well-targeted seminars can be more successful than large events.
Once you've decided to produce a seminar, you want it to run as smoothly as a well-oiled machine. Here are 12 tips to maximize your success.
The only way to really develop your ability to implement a successful seminar is to go ahead and present one. Don't try for a big event. Make it small to start-but make it happen. Then, as you develop experience, you can build a marketing machine that will manufacture goodwill, name recognition, referrals and increased revenue.
Lawrence M. Kohn (email@example.com) and Robert N. Kohn are principals of Kohn Communications, a national consulting firm specializing in legal marketing.
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