Marketing has been defined as “everything you do to get and keep good clients”. Or something like that. They operative word is “everything”.
Everything you say, everything you do, but also everything you don’t say or do.
When you speak to a client on the phone, even if all you’re doing is talking about their case, that’s marketing because when the call is done, you will leave them with an impression of you. That impression will either be favorable or unfavorable. It either increases trust and likeability or it does not.
If that impression is neutral–no change from their previous impression–it has to be considered negative because it was a missed opportunity to enhance their previous impression.
I’m not suggesting that you manically parse every word and overthink every deed. But it does make sense to think about what you say and how you say it.
One way to get better at building trust and likeability in your client conversations is to use a checklist or script. They will help you to remember what to say and give you the ability to polish your delivery.
Examples? How about a checklist for answering FAQs, especially with new clients? No doubt your clients will be impressed with the clarity and completeness of your answers.
How about a checklist for small talk–asking about family or work? Each time you use it with a client, take notes and put them in their file so you will remember to ask follow-up questions the next time you speak.
You might consider a script for delivering bad news, convincing the client to “take the offer,” or explaining “what happens next”.
Much of the value of these documents comes from the process of creating them. Writing them forces you to think about what’s important to your clients, what you want them to know, and how you want to be perceived.
To get started, over the next week or so, write some notes to yourself after each conversation. What did you do well? What could you improve? What did you leave out?
Remember, to your clients, you are more than the sum of your legal knowledge and abilities. You are the person who makes them feel more confident about their future.
Marketing legal services starts with a plan
