In an earlier blog, I reviewed the advantages of a strong referral network (CPAs, financial advisors, etc.) and how to make the most of this valuable resource for effective legal practice building. 

In this post, I’d like to “reverse field” for a moment and share some thoughts on how a partnership with you can add real value to a referral resource’s business.

When seeking new referral source relationships, the question of reciprocity is a common one:  “Will you, in turn, refer clients to me?” It’s a fair question and deserves a fair response. Because many of the clients an Estate Planning Attorney receives, already have a relationship with a Financial Advisor or CPA, is is very difficult for the attorney to reciprocate referrals. However, the question the referral source is really asking is:  “What’s the advantage to my business?” Or simply put, “What’s in it for me?” To that basic question, your response can be “Quite a bit, actually.”

The U.S. Supreme Court is set to decide in a matter of weeks whether the Constitution requires states to allow same-sex marriage. While many same-sex couples may be tempted to simply await a decision, waiting may not be the best strategy. To gain control of life decisions and estate planning, same-sex couples should put their wishes in writing now without waiting for the Supreme Court decision.

Want to get your name in front of more prospective clients – for free? It’s not fantasy; it’s public relations.

Attorneys who take the time to properly promote themselves to members of the media can reap huge benefits. Effective media relations can get you featured in news stories, helping you build your reputation as a legal expert, raise awareness about estate planning topics and educate prospects about the steps they need to take.

So how do you do it? These tips can help.

Add Value: Think about what you can bring to members of the media that other people can’t.  As an estate planning professional, you can likely provide insight and expertise on related Supreme Court rulings, tax changes or other newsworthy events. If there’s a movie coming out that addresses elder law issues and that’s part of your practice, you could provide tips for consumers on overlooked legal issues for seniors. Think about topics that are controversial, unique, trendy or timely. How can you provide insight on any of those topics that would benefit a news outlet’s audience?