You’re a lawyer. Big flippin deal. So are a million other people. You have a fancy degree and a fancy office but as far as clients are concerned you charge too much and barely do anything for the big bucks you demand.
What’s so special about you? Why should I hire you instead of any other lawyer? Why should I pay you all that money?
In fact, why should I even visit your website or listen to you talk? Talk is cheap. What are you going to tell me that I won’t hear from every other lawyer with a fancy office?
This is what you’re up against my little droogies. Nobody trusts you. Nobody believes you. Nobody owes you the benefit of any doubt.
This is your ultimate marketing challenge and you must never get complacent.
You want clients? You have to earn them. Prove to them that you can do the work they need and prove to them that you will do what you promise.
Repeat clients? Just because you helped them once doesn’t mean they will come back. You have to stay in touch with them. Because people forget and because other lawyers tell them they can do a better job or do it cheaper or faster.
Referrals? Clients don’t know you want them. They think that if they send you business you won’t have time for them. They’re lazy and don’t know what to do. You need to tell them why referrals are good for everyone and tell them what to do to make them happen.
Nobody cares what you want, they care about themselves.
Assume nothing. Tell them everything. And prove it, again and again.
Because nobody owes you anything.
How to talk to clients about referrals
