The Attorney Marketing Center--Earn More. Work Less

You don’t need a big network

January 20, 2026 by David M. Ward

You don’t have a lot of business contacts? Social media isn’t your thing? You don’t do a lot of networking or socializing?

Me neither.

Contrary to popular business sentiment, success doesn’t depend on having an extensive network. I don’t have one. Never did. And yet I built a successful law practice and several businesses, including—are you ready—a successful network marketing business.

Networking is a great way to build a business or professional practice, but it’s not the only way.

If that sounds like good news to you, welcome to the club.

More good news? If you want to incorporate networking into your practice-building array, you can do that without putting in a lot of time or effort.

Because you you don’t need a big network. You need an influential network.

A few people who are well-known and well-respected in your niche or market, and who feel the same way about you.

A few influential contacts are all you need because they will lead you to a few more.

They know other influential people in your market, professionals, business owners, consultants, people in media, people who write or speak or who are simply good at their job and know other people they can refer.

And you need only a few.

It’s about the depth of your relationships, not the breadth.

Build strong relationships with a few influential people who are a good fit for you and the markets you target, or want to, and you’re good.

Quality over quality.

This year, set a goal to develop one new “good” contact. That sounds doable, doesn’t it? Even for those of us who don’t like networking or aren’t good at it.

One is a great number.

And guess what? You might not even have to find someone new. You might simply get closer to someone you already know.

Call them. Buy them a coffee. Talk to them about what they’re doing and what they’d like to do this year.

You never know, they might be “the one” or lead you “the one” and, wonder of wonders, they’ve been in your phone book all this time, waiting for you to call.

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Filed Under: Networking, Relationship marketing, Social media marketing

Why good lawyers aren’t necessarily successful lawyers

January 15, 2026 by David M. Ward

We all know lawyers who are good at their job but never seem to get ahead. They’re intelligent, work hard, and get good results for their clients, but success (at least financial success) eludes them.

Paradoxically, their lack of success might stem from the very attributes that make them a good lawyer.

Good lawyers are risk averse. They don’t want their clients to take chances and sustain losses and advise them accordingly. Unfortunately, they almost always adopt the same standards for themselves.

They’re careful to a fault. They don’t try new marketing ideas or different ways to manage their practice. They don’t experiment, test out new ideas, or do anything they haven’t done before.

Or that other attorneys are already doing.

They avoid doing things unless they see proof they will work. Failure is not an option.

And that’s the problem.

The only way to be more successful is to increase our rate of failure.

The missing element? Feedback. Failure is feedback, and without it, you don’t know what works or gain insights into what might work better.

If you want feedback, you have to take the chance.

When you do, there are three possible outcomes:

It works. You get a good result, you’re happy and encouraged to do more.
It doesn’t work. But you do it again, make changes, and keep at it until you eventually find the solution.
It never works. You see this and learn from it and can use what you learn with your next idea.

Everything we do gives us feedback, which we miss if we don’t risk failure.

When I started practicing, I volunteered at a legal clinic, speaking with indigent clients. I didn’t get many cases or clients and earned next to nothing.

But the experience was invaluable.

I learned how to diagnose legal problems, how to talk to clients, and how to give them hope, even if I was not able to help them.

I learned things about being a lawyer I didn’t learn in law school and used that experience to build my practice.

Failure leads to feedback, and feedback leads to success. The only way to be more successful is to increase our rate of failure.

Filed Under: success

Growing your practice by doing LESS?

January 13, 2026 by David M. Ward

This might be the year you take your practice to a much higher level. But not in the usual way. Not by doing more, but by doing less.

What do I mean?

I mean that instead of increasing your billable hours, getting more cases or clients, ramping up your ad spend or expanding into new markets, you cut back on what you’ve been doing or planned to do this year.

You don’t hire more employees or open another office. You don’t force yourself to create more content or do more networking. Growth doesn’t always require “addition”. It can also occur through “subtraction”.

Doing less but better.

It might mean putting fewer hours into marketing but getting better clients or bigger cases, or more income and greater profits.

How does that happen?

When you do less or spend less on something, you have more time and energy and cash (and enthusiasm) for doing something else produces better results. Or allow you to accomplish more with less effort.

When we simplify our marketing and management workflow, we get better at what we do. When we spend less on one strategy or in one market, we have more to spend on others.

It’s called leverage. The 80/20 principle. Working smarter. And it’s a beautiful thing.

Start by taking inventory of what you did last year—all of your time, all of your expenses, all the people and processes you managed.

Then, review the list and consider what you could cut or change.

Maybe this is the year to downsize some personnel. Maybe you can do just fine with a smaller office. Maybe one ad or one marketing technique is producing the lion’s share of your income and the rest aren’t contributing much.

Of course, you might also see things that are worth expanding, and others you’ll simply decide to continue.

It’s all good.

Sometimes you subtract, sometimes you add, and sometimes, you appreciate your blessings and look forward to the coming year.

Filed Under: Law office management, Marketing Plan, success

How to write a blog post in five minutes

January 8, 2026 by David M. Ward

Would you write more blog posts or newsletter articles if it only took a few minutes?

You can. Using voice dictation. Something I’ve done for many years.

When I was in law school and clerked for my father, I dictated everything on a belt-driven recording machine or a cassette tape recorder, and a secretary would type my words and execute my instructions. When I opened my own office (and could afford a secretary), I continued doing that.

Years later, I discovered Dragon dictation software and used it to write several books. It was (and is) clunky, you have to train it, you have to dictate all the punctuation and do a lot of editing, which is why many people, I’m sure, say, “it’s not worth it”.

Technology today is much better. And you have many options, including those that are built into your computer and phone.

They do a great job of quickly transcribing your words into error-free text.

Some programs automatically add punctuation. Some correct your grammar on the fly. Some translate your words into other languages. And some take your raw dictation and, using AI, change the tone of your message, format it, and convert it into mail, text messages, scripts, meeting summaries, and just about anything else you might want.

I type quickly and actually enjoy it. But there’s nothing better than sitting with my phone or in front of my computer, speaking for five or ten minutes, and producing 500 to 800 words of text.

And that’s what I do.

Note, I’m not using any AI functions. Just dictating and creating a first draft. I still have to rewrite and edit and do other things to turn it into publishable content.

For now.

I’m experimenting and learning which program(s) I want to use and how to use them. Eventually, I expect I’ll be able to do things even better—and faster.

If you don’t use voice dictation software, I suggest you try it. If you’ve tried it before and thought, “it’s not for me,” I suggest you try it again.

With or without AI, it’s worth it to be able “write” three or four times faster than you can type, and not have to hire anyone to do it for you.

Filed Under: Content creation, Writing

How to ethically ask for reviews and referrals

January 6, 2026 by David M. Ward

I have homework for you. You need to research the latest ethical rules and guidelines in your state or jurisdiction regarding asking for reviews, testimonials, endorsements, and referrals.

Here are three reasons:

Compliance. You don’t want to violate any rules, and since rules change and are often ambiguous, you want as much currency and clarity as possible.
Educate clients and contacts. You want them to know what they can and can’t do to help you and avoid inadvertently getting you in trouble, or getting themselves in trouble if they are also an attorney or other licensed professional.

Staying current with the rules and guidelines can not only protect you and your contacts, but sharing those rules and guidelines can make it more likely your clients and contacts will be comfortable providing you with referrals, testimonials, and reviews.

Which leads to the third and perhaps most important reason for doing this:

Building connections. Sharing your knowledge about the rules and best practices you discover and practice, not only shows your commitment to the highest professional standards, it gives you a great “excuse” for bringing up this subject—in conversation, in presentations, articles, social media, and in other content—without looking like you’re “always” asking for help.

In short, taking the time to stay up to date with the law and ethical rules and widely sharing this information not only protects you and your contacts, it’s a simple way to build your reputation and bring you more business.

Filed Under: Client relations, Content creation, Continuing Legal Education, Image, Referrals, Relationship marketing, Social media, Testimonials

Is this the ‘third rail’ of client communication?

December 18, 2025 by David M. Ward

Many attorneys don’t like to talk about their fees and billing practices, and it’s easy to understand why. But it’s obviously important, and avoiding the subject can lead to misunderstandings, unhappy clients, billing disputes, and worse.

So, discuss it you must.

Here’s a good rule of thumb: don’t wait for the client to ask; tell them everything up front.

Explain in detail about hourly fees, retainers, and costs, and, and why you do it the way you do. Talk about the pros and cons of hourly rates versus flat fees. Explain how contingency fees work, how they benefit the client, and (if applicable) why you don’t charge the same percentage as other attorneys do.

If your fees are higher than what other attorneys in your field charge, explain why. Tell them why you ask for a retainer for fees and also for costs, and why you require clients to replenish these when they fall below a certain threshold.

In other words, tell them everything they need to know.

Not just because you are ethically required to do so or to avoid clients later claiming you didn’t explain something or misled them. Tell them everything because it’s the right thing to do and because clients will appreciate your candor and clarity.

In fact, you should also provide a (less detailed) version of this information in your marketing materials, presentations, and social media posts. Educate your market about the subject. It might become the very thing that differentiates you from other attorneys and firms.

Filed Under: Client relations, Communication, Fees and Billing

Content creation for lawyers made simple (and better)

December 16, 2025 by David M. Ward

In the two minutes it takes you to read this, you’re going to learn a ridiculously simple way to create all the content you need to build your practice—blog posts, newsletters, articles, videos, podcasts, social media posts, reports—even books.

And do it quickly. And easily.

Even better, this content will be exactly what your clients and prospects want to read or watch. It’s what they want to know and come looking for via search engines and AI.

And when you tell people what they want to know, you are on your way to becoming their new lawyer.

The best part is that you don’t have to ask them what they want to know. They tell you this every day.

Yes, we’re talking about FAQs.

What do new clients and prospects ask you, on the phone or in person? What questions or objections do they put in the comments under your videos? What do they ask you in emails or texts? What do seminar attendees routinely ask after your presentation? When you consult with a prospect, what do they want to know?

They ask about the law and procedure, problems and solutions, fees and billing. They ask you what you can do to help them, what happens first, and what happens next.

Take these frequently asked questions and answer them. There’s your content.

When they want to know about the specifics of their case or situation, give them one or two “If/then” statements or tell them “it depends,” and invite them to make an appointment.

And take notes. You can (and should) use their story in your content.

“The other day, a client asked me. . .” is a powerful way to make your answers to frequently asked questions more interesting and relevant.

Creating content shouldn’t be a challenge for a lawyer. You don’t need to mail out surveys or hire consultants. Just pay attention to the questions you are regularly asked and answer them.

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Filed Under: Content creation

Client retention made simple

December 9, 2025 by David M. Ward

Have you ever interviewed a new client, asked them the name of their previous attorney, and they can’t remember it?

Yeah. Me too.

Their previous attorney might have done a decent job for them, and treated them okay, but it wasn’t enough to get the client to return.

Don’t let that happen to you. Don’t assume that clients who aren’t unhappy will return, let alone give you referrals.

With client retention, assume nothing.

You need a plan.

Your plan has to be simple or (we both know), you won’t do it. Or won’t keep doing it, improving it, updating it. You’ll get complacent, and complacency is the enemy of a successful professional practice.

So here’s what I propose.

If you don’t already have one, in addition to the case file or a file dedicated to the legal matter for which you are hired, set up a separate file dedicated to the client who hired you.

What goes in that file? That’s up to you, of course, but I suggest you start with these 4 elements:

Profile. Everything you know about the client, their business, family, friends, contacts, interests, billing preferences, birthdays, milestones, what they want from you, why they left their former attorney, who they know, their ideal client or customer—everything.
Notes and ideas. What can you do to exceed their expectations? Future plans, people you might introduce them to, people they can introduce you to, ways you can promote their business or causes.
Diary. Keep a running record of personal communications (not about their legal matters)–what you said, what you sent them, what you did, what went well, what you could improve.
Calendar. In the future, how and when will you stay in touch with them? What will you send them, or tell them, and when? Will you call or email or send postal mail? This is the heart of your plan.

And that’s it.

The plan is simple, but you have to work at it. Review what you’ve done and what’s next. And again, assume nothing.

Pretend the client isn’t a client but is a prospect and you have to earn their business.

Because they are and you do.

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Filed Under: Client loyalty, Client relations

Treating your competition

December 4, 2025 by David M. Ward

You read that right–”treating” your competition, not the conventional advice about “beating” them.

It’s a different philosophy.

Reach out to other lawyers in your niche or market and get to know them, or, if you already know them, get to know them better.

See them not as a threat but as a friend. Not someone to “beat” but someone to work with.

Treat them to lunch, share your presentation or article, find something positive to say about theirs.

Yes, even though they might target the same cases or clients you target. Even if they are literally your competition.

I know what you’re thinking. You’re thinking I’m suggesting this because if these other attorneys or firms see you as a friend, you might get some referrals from them when they have a conflict or a case or client that’s not right for them.

This is obviously true and how I started my practice. But the philosophy of reaching out to other attorneys in your niche goes beyond that. You can learn from them and be inspired by them, even if just by observing them.

What are they doing that’s working? Maybe you can do it, too. What mistakes have they made? Perhaps you can avoid doing what they did. Who do they know you should know, if not by name but by category?

Why would other lawyers be willing to embrace you this way? After all, you might look at them as a friend or business asset, but most attorneys, raised on a zero-sum “beat the competition” mindset, are unlikely to see you the same way.

Maybe. In which case, their reticence might become a self-sorting mechanism, showing you who might be worth knowing and who might be best kept at a distance.

On the other hand, maybe your openness will unlock something in them that could be mutually beneficial. Maybe they would love to get to know you (or know you better), learn from you and be inspired by you.

In the end, it’s not about them. It’s about you. Your habit of seeing everyone as a potential friend and a willingness to see where that could lead.

I know lawyers who are like that. Natural networkers, with lots of friends and contacts, and very successful practices as a result.

It’s not the only path to building a professional practice, not something I’m good at or enjoy. But it’s something I’ve been willing to do over the years, and it has almost always led to good things.

We don’t have competition, you and I. Just people we don’t yet know, or know well enough to call a friend.

Filed Under: Increase your income, Law office management, Legal industry, Marketing legal services, Networking, Relationship marketing

I feel your pain

December 2, 2025 by David M. Ward

I’m able to write about marketing and building a law practice, provide you with information and resources you want and need, answer your questions, inspire and entertain you, because I have been in your shoes.

I feel your pain (and desires) because I’ve had those pains and desires.

The question is, do your clients believe you can say the same thing about them? Do they believe you feel their pain?

For many attorneys, the answer is “no” because, frankly, they don’t feel their pain. They understand what their clients are going through, but understanding isn’t the same as feeling. And how you feel about your clients is key to how they feel about you.

You can build a practice with good marketing based on features and benefits, offers and outcomes, but business is about people, and how people feel about you is essential to long-term success.

And how they feel about you starts with how they believe you feel about them.

How they feel might not be the reason they hire you initially, but is a big part of the reason they hire you again, and recommend you. Logic and value and outcomes are clearly important, but ultimately, how people feel usually determines what they do.

But this doesn’t mean you have to build relationships with all of your clients, or any of them.

Many attorneys don’t. Their work is transactional. The client hires them; they do the work; they get paid. It’s fair and rational and pays the bills, but take note: building a practice is easier and more fruitful when there is a connection between you and the client that goes beyond the work.

That is the point of client relations, after all.

If you don’t have relationships with your clients (and business contacts), and you want to, start by paying attention. Watch and listen to what they say and do, talk to them about their life and business, and be willing to talk to them about yours.

You may come from different backgrounds, but if you can imagine what it feels like to be in their shoes, you will have a big head start on building a relationship.

Filed Under: Client loyalty, Client relations, Marketing legal services