David M. Ward, Author at The Attorney Marketing Center

How to get more (and better) testimonials and reviews

May 13, 2025 by David M. Ward

Other than a referral, there’s nothing more persuasive to a prospective client than testimonials and positive reviews. The words of other clients speaking about the great results you got for them, how you treated them, and why they recommend you are incredibly persuasive.

If you are allowed to use them in your marketing, you should.

Liberally.

Use them on your website, in emails and newsletters, in brochures and handouts, on social media, ads, presentations, and everywhere else a potential client (or referrer) might see them.

They speak to your capabilities and trustworthiness and what it’s like to work with you. They are the quintessential “social proof” clients look for and are persuaded by and you should do whatever you can to get them and use them.

How do you get them? You ask for them. And make it easy for clients to comply by giving them a form to fill out or a link to a page.

The best times to ask are when a client is happy with the settlement, when you deliver the work product they need and want, or when your bill turns out to be less than they expected.

Happy clients are more likely to give you a good review.

You can make reviews more likely by providing clients with other reviews or testimonials you have received and mentioning how important they are to you and how you appreciate them.

You can improve testimonials by providing clients with questions that prompt them to supply details—about the services they received, how they were treated by you and your staff, the results you got for them, and how they feel about their experience with your firm.

You might ask them to share there their biggest concerns before hiring a lawyer, or how working with your firm compares to working with other firms. You might ask if they would recommend you to friends or business contacts and, if so, what they would say.

Another thing you can do to get more testimonials is to talk to new clients about the subject even before you start working. Ask them, “If you’re happy with our work, will you be willing to give us a positive review?” When they say they will, you’ll be able to remind them about that later when the work is done.

One of the easiest ways to get a testimonial is when a client praises you or thanks you in an email or phone call or in person. Thank them for their kind words and ask if you can quote them in your marketing.

I’ve done that many times.

Write up what they said, send it to them for their approval, and encourage them to edit or change anything. You’ll often find them adding additional details or comments, making the testimonial much more powerful.

I encourage you to focus on getting more testimonials and using them. They’ll make your marketing more effective and your practice more profitable.

Filed Under: Marketing legal services, Reviews, Testimonials

3 quick tips for improving (all of) your marketing

May 8, 2025 by David M. Ward

If you want to get more clients and increase your income, no matter what kind of marketing you do (or how much), there are 3 principles that will improve your results.

The first is to focus on outcomes.

Lead with it. Emphasize it. Build your message around it.

The details of what you do, and how you do it, usually get in the way of what clients want, which is to improve their business or life by getting an outcome they want you to deliver.

That means your marketing should primarily talk about the big picture. What will the reader or listener get when they hire you? How will they be better off?

Talk about “benefits,” and not so much about “features” e.g., how you make that happen.

The second principle is curiosity. Give prospects just enough information to stimulate a question; don’t satisfy that curiosity with too much information.

If they’re curious, if they want to know about the process or procedure, if they want you to prove you can deliver the benefits, they’ll ask for more information or ask for an appointment and thus, take a step closer to hiring you.

The third principle is clarity. Your message should be simple, easy to understand, and easy to act on. That means, don’t give them too many options because, as the saying goes, “a confused mind says no”.

The simplest way to foster clarity and make a “yes” much more likely is to tell prospective clients exactly what to do next. Spell it out. Tell them to call, for example, give them the number, and tell them “when,” i.e., “today” or “immediately”.

It’s also a good idea to tell them (again) why they should.

These principles are simple but powerful. Use them in all of your marketing to show clients they will get what they want. Do that and you’ll get what you want.

Filed Under: Copywriting

Good enough is good enough

May 6, 2025 by David M. Ward

To do a good job for your clients, you don’t need to get amazing verdicts, write award-winning briefs, or win accolades for your oratory skills. You don’t need to be the best lawyer in town. You need to deliver excellent results and keep your clients happy.

And good enough is (usually) good enough.

The same is true for your marketing.

Let’s use “content marketing” as an example.

As you know, content (articles, newsletters, videos, seminars, etc.) can attract prospects, build authority, and show prospects and referral sources what you’ve done for other clients. It is very effective at showing the world what you know and how you help your clients.

You can build a thriving practice with content marketing.

But if you’re like many attorneys, you don’t create a lot of content because it takes time to do it well and time isn’t something you have in abundance.

The truth is, you can create good content in less time than you might imagine.

The simplest way to do that (other than outsourcing) is to lower your standards a bit. Just like your services, good enough is good enough.

That means you don’t need to research and write scholarly journals or publish pages and pages of information. You can make a statement or observation, ask a question, tell an interesting story, and call it a day. A few paragraphs are enough.

It also means that you can repeat yourself.

Take something you said a few months ago and say it again. Because there are always new people joining your list or reading your article or post that weren’t around a few months ago, and because many of the people who were around before didn’t read what you wrote, or won’t remember it.

You can also repeat your message with different stories or take-aways, because many readers and followers previously didn’t have the problem you’re writing about and didn’t pay much attention. Now they do have that problem and will hang on your every word.

You also don’t have to be original. You can write what other lawyers write about because few people follow or subscribe to more than one or two lawyers.

Finally, the quality and quantity of your content isn’t nearly as important as the consistency with which you deliver it.

To successfully market your practice with content marketing, you don’t need to write brilliant prose or a lot of it. You just need to show up regularly in the mailboxes of your target market, and thus remind them that you are still available to help them.

Doing that once a week is (more than) good enough.

Filed Under: Content creation, Marketing legal services

How to be the top lawyer in your niche

May 1, 2025 by David M. Ward

Most lawyers work hard to keep their clients happy. They do good work and serve their clients to the best of their ability. For the most part, they are available when a client needs them and encourage their clients to contact them whenever they have a question or concern.

Most lawyers are also transparent with their clients. If they don’t have the required skills or experience to do the work, they don’t fake it. They tell the client the truth and offer to refer them to another lawyer.

The best lawyers, the top lawyers in their niche, do all that and more.

What do they do? More than anything, the best lawyers in their niche or market go out of their way to get to know their clients on a personal level.

They learn all about their business and industry and the people in their lives. They get to know them so well they are able to help them proactively.

The best lawyers don’t have to be asked. They know what their clients want and need and routinely send them information and ideas and opportunities, and introduce them to other professionals, vendors, customers, and even employees.

Like a good partner (or parent), they watch out for them.

They make their clients feel cared for and safe. Their clients trust them and want to work with them and wouldn’t think about going anywhere else.

There is a powerful bond between client and lawyer. No sales pitches or fancy marketing is necessary to convince them (or their referral) to hire you.

It’s a very lucrative and enjoyable way to build a law practice.

Filed Under: Uncategorized

How to increase your fees right now and why you should

April 29, 2025 by David M. Ward

Okay, I’m guessing. I’m guessing that you’re like many attorneys and you haven’t raised your fees for a long time, ostensibly because you’re afraid that if you do, you’ll lose clients.

Yes, some clients might leave. But most won’t. They won’t leave because it’s a pain in the behind to find another attorney and bring them up to speed, and they’re afraid they won’t find someone as good as you.

You do good work, and if it’s been awhile, you deserve a raise. Even just to keep up with inflation.

Your costs have increased. Rent, payroll, copies, taxes—it never ends, and if you don’t raise your rates to at least keep up with the cost of living, you’re falling behind.

Your clients are used to inflation right now so if you increase you fees, nobody will be surprised.

How do you go about it?

Should you increase your rates by a standard amount across the board, a set percentage for all clients? Should you increase the rates for some clients more than others? Should you do it all at once or in stages, over time?

I’ll bet questions like these that are part of the reason it’s been a while since your last increase.

Start by talking to your accountant or financial advisor. They can give you guidelines about how much of an increase is warranted, based on your numbers and also based on what other professionals they represent are doing.

The other question is what to tell your clients.

Yes, tell them. Don’t have the increase just show up on their bill and hope nobody notices. Be transparent. Tell them how much, when, and why. In plain language.

Don’t rant about how much your costs have increased, but do explain which of your costs has increased. Tell them you’ve absorbed the increases for a long time, but you can’t do that anymore.

They’ll understand. And appreciate that you’ve held the line for as long as you did.

But here’s the key. As much as possible, explain this to your clients “one on one” and not via a form letter.

They need to hear your voice and you need to hear theirs. If there are questions or issues, you’ll be able to address them without delay and with the respect they deserve.

Filed Under: Uncategorized Tagged With: attorneys fees

Ask

April 24, 2025 by David M. Ward

Yesterday, I got an email from the author of a book I bought several years ago, asking me for a review. “I’m looking to attract more readers, and your star rating [and review] will help tremendously… I’m asking for your help.”

Have you ever asked your clients or business contacts for help? You should.

Whether it’s asking for a review of your services (or your book), asking for a testimonial or an endorsement (from a colleague), or asking for referrals, the people who know you can help you, and they are often willing to do that—all you have to do is ask.

Ask website visitors to sign up for your newsletter or follow your blog. Ask people on your email list to attend your event. Ask business contacts to introduce you to a client or recommend you as a speaker at their club meeting.

You have a relationship with these people and are entitled to ask.

But many attorneys don’t.

Often, they don’t ask simply because they don’t think of it or don’t know what to say. Sometimes, they don’t ask because they “don’t want to bother people” or think that asking makes them appear “weak”.

It’s not. Asking is actually a sign of strength.

You ask because you know you provide value. You ask because it’s what people in business do with clients and contacts.

The people you know—your list—is a valuable business asset, second only to your reputation. Why not leverage this asset to grow your practice?

If asking makes you uncomfortable, ask in a form letter or email sent to everyone, or have an assistant ask for you.

There’s no harm in asking for help. So ask.

They got a free consultation? Ask them if they’re “ready to get started?” They read and liked your article? Ask them to share it with friends. You got an excellent result for your client? Ask them to give your card to their neighbors.

Start small. Put a questionnaire in your new client kit or a P.S. at the end of your “Welcome to the firm” letter. Put brochures in your waiting room with a sign that says “take one”. Ask your email list to call your office if they have questions about the law or their case.

Start small but start. Get in the habit of asking for help. You’ll be glad you did.

Filed Under: Relationship marketing

Focus on the unhappy

April 22, 2025 by David M. Ward

In marketing, there are two types of clients a lawyer can target:

Those who are satisfied with their current lawyer or firm, or don’t have a lawyer and don’t think they need one, and
Those who are unhappy with their current lawyer, or don’t have one and know they should.

The second type has a problem you can solve. They want to hear what you can do to help them.

Ignore the first type. They aren’t interested. They have a lawyer they like and trust and are unlikely to switch to you, no matter how much “better” you are. Or they are okay with not having an attorney and aren’t interested in finding out what could happen without one.

The first type is comfortable. The second is in pain.

Always go for the pain.

Target clients who know they have a problem and want to do something about it.

Pain doesn’t mean injury or damages, necessarily. It could also be a felt need. The estate planning client knows they are risking problems or expenses for their family if they don’t take steps to prepare for the future.

Target prospective clients who are unhappy with their current situation. They are motivated. Open to change.

That doesn’t mean you shouldn’t educate your market about what you do and how you can help them, or why you are the better option. Some of them will want to know more.

Be there when they want to know more, but don’t focus on them.

Spend most of your time (and dollars) getting in front of people who are unhappy.

Filed Under: Marketing legal services, Marketing Plan

Why I use four to-do lists, not one

April 17, 2025 by David M. Ward

When I was younger and not as busy as I am today, a simple todo list was all I needed. I could write everything on that list—homework, things to read or look into, things to buy—today, tomorrow, or “soon”.

Today? Not so much.

Today, one big list for everything would be impractical and overwhelming. Yes, we can prioritize the tasks by putting things in the order we need to do them, or with colors or tags or labels or a priority code, e.g., P-1 for today, P-2 for this week, and so on.

I used to do this, and it works. But now, I use a variation of a system created by productivity expert Michael Linenberger.

I now use four lists:

MUST DO TODAY. These are high priority tasks; bad things will happen if I don’t do these today. These include critical calls, letters, or emails, filing deadlines, completing things as promised, and preparation for an upcoming meeting or presentation. I limit this list to 5 items, to make sure I have time and energy to complete them.
SHOULD DO TODAY. Tasks I want to do or should do today. I don’t have to complete them today, but it would be better if I do. If I don’t get to them or finish them, I usually move them to the following day. I also limit this list to 5 tasks.
COULD DO (TODAY). Tasks I’d like to complete (or work on) soon, i.e., in the next week or so. If I finish everything on the first two lists, and I have time, I’ll pull tasks from this list to work on. I limit this list to 20 tasks.
LATER. Everything else. These are low priority tasks for next week or next month, later this year, or someday. This is the biggest list and I don’t limit it.

A key to making this system work is to review the lists regularly. I review my “must do” list several times a day (until all tasks are done), my “Should/Want to do” and my “Could do” list once a day, and my “Later” list once a week during a weekly planning session.

Since adopting this system, I know what to do today, what to do next, and what can safely wait, and I am far more productive.

And now, I can cross this task off my list and move on to the next one.

Filed Under: Productivity

15 minutes a day to build your practice

April 15, 2025 by David M. Ward

It’s difficult to carve out hours at a time for marketing. The good news is that you can accomplish a lot with just 15 minutes a day.

Between appointments, during lunch, at the end of the day, while you’re driving—snatch’s of time that even the busiest of practitioners can muster.

The trick is to make a list of these activities, in advance, so you can do them whenever you find yourself with a few minutes. Or better yet, schedule regular 15-minute marketing “appointments” with yourself on your calendar.

What could you do in 15 minutes? You could:

Call a client or two “off the clock” and say hello. (Yes, that’s marketing).
Email five referral sources/business contacts to (a) say hello, ask how they’re doing, or, (b) share some information about their industry or market, or (c) follow up with them after an event or meeting.
Edit/update a page on your website or your social media profiles.
Add or invite five or ten people to connect with you on social media.
Review three of your social media contact’s updates and praise them, ask a question, or share some information with them.
Brainstorm ideas for your next blog post or newsletter. Or outline or write your next blog post or newsletter.
Read my blog or other legal or business marketing blogs to find marketing ideas.
Read your clients’ industry or local market publications to find articles, news, or ideas to share with them.
Work on your WIP: article, book chapter, seminar outline, follow-up emails to your lists.
Explore potential new business contacts, add them to your list (and contact them later).
Invite (someone) to coffee or lunch.
Write and mail a thank you note.
Look at postings by writers, artists, consultants, or others to whom you might outsource some (marketing) tasks.
Update/improve the forms and checklists you use for marketing and management.
Ask ai to suggest keywords for your website or headlines for your articles or posts.
Read a few pages of a book about networking, blogging, writing, speaking, or practice management.
Practice your speech or what to say when people ask, “What do you do?”

You could also break up that big marketing project you’ve been putting off into 15-minute segments.

The key? Do something every day.

Not only will the time add up over the days and weeks, you will train your brain to think about marketing while you’re doing other things, and your subconscious mind will provide you with more ideas than you ever thought possible.

Filed Under: Marketing legal services, Marketing Plan

The big lie about legal marketing

April 10, 2025 by David M. Ward

If you ask attorneys about marketing, many will tell you, “I don’t have time for marketing”. But this isn’t true. If you tell yourself this, frankly, you’re lying to yourself.

Because you do have the time.

Marketing doesn’t only mean going to networking events, conducting seminars, writing a blog or newsletter, or taking business associates to lunch. There are many things a lawyer does that qualify as marketing that take no time at all.

And you already do them every day.

Here are a few (in no particular order):

How you describe your services
Your fee structure and billing practices
The way you greet new clients at your first meeting
Your appearance (clothing, grooming, demeanor) and office
How long you put callers on hold
Your website (or lack thereof)
Your voicemail greeting
What you say in your letters and emails
Thank-you notes and what you write in them
The holiday cards you send
Your level of energy and enthusiasm for your work
Your retainer agreement
Your new client onboarding process
The confidence you inspire in people who meet you
The way you respond to inquiries via email or phone—what you say, how long you take to reply
The quality of your marketing documents
How often you stay in touch with clients and prospects
The causes and charities you support
The professionalism displayed by your staff
How encouraging you are when delivering bad news
How consistently you meet deadlines
Your sense of humor (or lack thereof)
Your smile (or lack thereof)
Talking about politics or religion with the wrong people or at the wrong time
Letting others do the talking while you do the listening
The stories you share to make your points and/or to comfort or encourage your clients
And the list goes on. And on.

It’s all marketing. Every bit of it.

You’re giving people an image and story about your practice, setting their expectations, and building trust. You’re showing the world what’s important to you and what it’s like to work with you.

That’s marketing. And it doesn’t take any extra time to do it.

Filed Under: Client relations, Law office management, Marketing legal services