The attorney cold call is probably one of the most overlooked and/or avoided legal marketing avenues that is available to attorneys.

Attorney regulation rules generally prohibit attorneys from having direct in person contact with prospective clients if the contact is for the lawyers own pecuniary gain. The exception is for direct contact with legal consumers who the attorney has a prior legal or family relationship with.

An attorney who has been practicing law for even a few years will have acquired a significant number of contacts, contacts who could and should be called upon to deliver additional legal work.

Contrary to legal ethics lore, a proactive approach to legal marketing is often welcomed with open arms by legal consumers. Even if the answer is “no thank you, I don’t need that service at this time,” that is much better than “I can’t find a lawyer, so I will turn to the internet to use a legal matching website to find an attorney.”

The reality is that finding an attorney who has time and is willing to take on a new legal matter is not an easy matter for clients. The cold call saying “hey, remember me?” can help clients feel that they have some in or connection with the legal market.

The “hey, remember me” call also gives the prior client the opportunity to stop and reflect on whether he or she has any ongoing need for the attorney’s services. This may seem like a basic premise, but legal clients often have a lot going on (which is often why they need attorneys), and the stress, deadlines, etc. of the prior client are the obstacles that prevent the client from (1) reaching out and asking for legal help when events are unfolding or (2) from even thinking that attorney X would be able to help or be able to help direct him or her to the right lawyer.

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