Get More Publicity: Use the Three-Pin Approach to Law Firm Marketing

Law firm marketing using legal news articles is easy enough when you start out and have a lot of material to work with, but it can be very difficult after a few months once you feel you have explored all the hot topics available.

If this is a problem for you, consider how journalists fill their newspapers and newsletters day after day, regardless of whether or not something newsworthy happens.

The answer is that when there is nothing new, they just go back to the previous stories and update them by adding a new angle.

For example, the dramatic story of yesterday’s murder can be retold over and over again just by having a little new angle to give it a fresh look.

It could be that new evidence has emerged or the police are interested in interviewing a particular witness, or if it’s a really slow day then they might fall back on the old cliché that “investigations into the brutal murder of… .” you get the idea.

If you’re a lawyer looking to market your law firm, you can take the same approach when writing press releases about changes in the law.

The idea is to take the three-pin approach. As soon as the government announces the proposed law change, you should write a press release saying what the effect will be on the local population.

It doesn’t matter if you think the change will be good or bad; all that matters is that you can show that it will have an effect one way or another on the public.

So you wait for your moment. It may take over a year for the new law to take effect, so when it does, you can write a second press release saying the same things again. This will continue to be of interest because the story has been given new life by the fact that the law has come into effect. That’s the new angle that provides another marketing opportunity for the law firm.

Then you can wait about six months before writing another press release. This time his angle is that the law has had time to start affecting people’s lives. Now, instead of predicting what will happen, you can focus on what happened and how the new law is impacting people.

Again, it doesn’t really matter if that change is good or bad, as long as it makes a difference one way or another to the public.

This approach may seem strange at first, but it makes sense when you think about it. It is a technique used every day by professional journalists who have to fill gaps in newspaper, radio and television bulletins.

There’s no reason lawyers shouldn’t do the same and give themselves at least three opportunities to market their law firm.