You want your clients to make your job easier, don’t you? To help you do a better job for them?
Yes you do.
You also want your clients to help you prosper. Send you more work (theirs and referrals), promote your events, send traffic to your website, and do other things that help your practice grow.
So, help them. Send them the information you want them to know.
- About their legal matter—what will happen, what they need to tell you, what they need to do, what they need to avoid.
- About you. What you do, what it’s like to work with you, why they made a good decision to hire you (and stick with you).
- How to help the people they know get the benefits and solutions you offer.
Substantive information (reports, checklists, forms about the law and procedure), and information about you and how to work with you.
Examples of the latter:
- A summary of your practice areas and services—your capabilities and solutions
- Information the client should record and/or send you
- FAQ’s—Questions prospective clients and new clients ask, and your answers
- Your bio, your firm’s bio
- Awards and accomplishments
- Testimonials, reviews, success stories
- A description of your ideal client (and what to do when they recognize them)
- Hand outs: information reports, business cards, checklists, referral cards
- Links to your socials, websites, channels
- Your content: books, blogs, articles
- Your events (seminars, videos, podcasts)
- Talking points: what to say to people about you and your solutions
- Your policies and procedures re protecting your clients and safeguarding their data
- Other: what to do in an emergency, where to park, how to reach someone after hours, how to do a Zoom, what not to send via email, etc.
- A pitch to sign up for your newsletter and/or subscribe to your blog
- What to do if they have questions, a new legal issue, or their existing problem worsens
- When to contact you about an update or to discuss additional services
Make a list of information you want your clients to know and a schedule for delivering it. Some should be sent to (or handed to) new clients, some should be sent at the end of the engagement, some in the weeks and months that follow, and some should be sent every year.
And get writing.
Then, do something similar for your professional contacts.
It may seem like a lot of work, but (a) you don’t have to do it all at once, (b) you probably have a lot of content you can use, and (c) most of what you write will only have to be written once.
Which means you’ll be able to automate the process of helping clients help you.
The Attorney Marketing Formula
