When a lawyer markets their services, they rightfully concentrate on their return on investment.  How much will I make when the prospect hires me?  What kind of dollars will come to the office?  Will I make enough money?

Many businesses, in contrast, actively engage in what’s been called, “moving the free line.”  This tactic has been used actively in the online world, and it’s now hitting the mainstream in Chris Anderson’s new book, “FREE” (download it for … free … in audiobook on iTunes).

So what’s this whole thing about moving the free line? Watch this video by Brad Fallon to learn more:

In the world of lawyers, free is a curse. A free consultation, sure – but free legal services? Impossible!

Or is it?

Would you prepare the divorce paperwork if you could make the money in another fashion? Say, on a new estate plan for the client?

Would you draft bankruptcy petitions at no cost if it would cause the client to pay you for post-petition services and give you the chance to handle all of the lucrative fee-shifting adversary proceedings that come out of the bankruptcy case?

In some arenas, lawyers are doing just this. Witness the consumer protection lawyer who takes no up-front fee in exchange for a percent of the overall award at the end of the case. No money out of the client’s pocket, no detriment to the lawyer (assuming proper case selection).

Of course, that’s easy – in contingency work, free is de rigeur in many respects.  So we can’t really look to that business model.

Instead, let’s turn to bankruptcy work.  The consultation is often free as a way to get the prospect in the door.  Maybe the credit report is free.  Perhaps credit counseling is built into the price, making it free.  But not much else.

Could you move the free line in that field?  How would you do it?