As you, loyal reader, may know, in February of 2009 I left the law firm that I was working at to start my own solo practice. Although my solo practice is new, I graduated George Washington University Law School in 1998 and worked for a number of years at the IRS in Washington, DC and for a firm in Fort Lauderdale.
Like anyone else who starts a law firm or any other business from scratch, marketing is an integral part of business development. Practicing law is easy. Finding people who are willing to pay me to do it is the tough part. But my practice is growing. I am getting new business through referrals from other clients and from other professionals in the area with whom I have established relationships.
Also I have been active online. I have this blog; I post on a number of different listservs; and I try to maintain relationships on Facebook and LinkedIn (as opposed to just randomly adding everyone).
Have I made a few missteps? Of course. I’m human. The point is, I think I have a fairly decent idea of what works and what doesn’t work. And what doesn’t work is this: fax spam otherwise known as “junk faxes” or unsolicited faxes. In short, it’s sending a fax to someone you don’t know and don’t have an existing business or other relationship with, in which you offer to sell something.
Today, I received fax spam from another attorney. Note. I have never met this person, never heard of this person, have no working relationship with this person. This was spam pure and simple.
This faxer informed me that he is writing because he is “pleased to inform you that I am available to provide coverage for your Foreclosure Motion Calendar hearings in Miami-Dade counties for 99 per hearing. . “
Let’s ignore the fact that unsolicited faxes are generally illegal. This is 2009. I don’t even own a fax machine. My faxes are converted into email and sent to my inbox. To send a fax I scan it and send it via email too. And this wasn’t a fax just to me, but it was obvious that he was mass faxing or “fax blasting” as the case may be.
If you want to build a relationship with someone, pick up the phone, send them a personalized email or a letter.
As attorneys, we are all trying to sell our services, which means that we are trying to sell ourselves. Our potential clients need to be able to trust us before they hire us. Potential referral sources need to be comfortable referring us business.
So the question is, why would I ever send clients to someone who thinks it’s proper to blast out fax spam?
And of course, if he would have taken a second to do the slightest bit of research he would have known that I don’t have Foreclosure Motion Calendar hearings. But if anyone asks, I now know someone not to send them to.