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How to Market to Your Cultural Background

By Edward Tan, JD on June 05, 2012 | Last updated on March 21, 2019

Carving out a legal practice niche can be tough for a sole practitioner. Have you ever considered marketing to your cultural background?

It's an audience worth tapping. A University of Georgia report predicts that the buying power of America's minorities will increase to over $2 trillion by 2015. That's a lot of money being bandied about.

But how do you get some of it to fall towards your growing practice?

The answer may lie in word-of-mouth advertising. For instance, some experts point to Latino and African American cultures as examples of communities connected strongly through family and friend networks. Inserting your practice into such networks is the key to gaining a foothold in these cultural markets.

So where to do you begin?

Community Outreach

Whether or not you're a member of the group you're planning to target, a good first step is making yourself known to that community. Find out about local events and participate in them. You can start out as just an attendee, getting to know the people and handing out business cards. And depending on the event, you can try setting up a booth and offering free consultations.

You can also organize free legal clinics or similar events. This will help get your face out and allow you to start building trust in the community.

Many cities around the country broadcast local radio shows targeting various racial and ethnic groups. Asian American communities often do a lot of business via am radio, for instance. The shows vary in audience size, but getting on them as a local legal expert is a great way to make yourself known really fast.

Guest in a Local Newspaper, Magazine, or Television Show

In the same vein as becoming a constant guest on a radio show, advertising or inserting yourself as a regular in other forms of media can be just as effective. And if you're a solo attorney, remember to play it up. Let the community know your status allows you to give clients more specialized attention.

Internet Advertising

Pretty much everyone, regardless of cultural background, is online. If you plan to market to a particular group, make sure your website reflects your cultural awareness. Whether it's making it bilingual or listing your own community involvement, let your demographic know you're there for them. And if you need it, don't be afraid to consult a web traffic expert for help.

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