The Attorney Marketing Center--Earn More. Work Less

Tell ‘em about the client who said no

April 9, 2024 by David M. Ward

Or waited too long to say yes and got burned. Or hired a lawyer with less experience and lost the case. Or didn’t follow your advice and had to spend thousands more to have you fix it.

Your words of warning or advice might go in one ear and out the other. So don’t just tell them, show them. Paint a picture in their mind, visually depicting what happened to other clients.

For example, if you have a client or prospect who says, “I need to think it over,” you might respond with something like this:

“I had a client say the same thing to me, but unfortunately, he didn’t ‘think it over’. Now, every time he opens his mailbox, a pile of collection letters falls out. Two weeks ago, Sherrif’s deputies knocked on his door and served him another lawsuit, and last week, his car was repossessed. Now, he has to ask his brother-in-law to drive him to work.”

Word pictures show people what’s at stake and give them a mental image that won’t let them forget it.

Filed Under: Communication, Copywriting

Your practice grows faster when you do THIS…

April 8, 2024 by David M. Ward

For years, I’ve been saying that it only takes 15 minutes a day to market a law practice successfully. I’ve said that because if I said “one hour” you probably wouldn’t do it, and also, because it’s true.

15 minutes is all you need.

But do it “every day,” not just when you have some free time.

Make it a habit, a commitment. Put the time on your calendar as an appointment with yourself and don’t miss that appointment.

If you don’t schedule this time, you won’t do the work. Life will get in the way. Especially if you don’t like marketing and have to force yourself to do it.

But if you keep that 15-minute daily appointment, your practice will grow faster than you ever thought possible.

Why? Because of the compound effect of doing it every day.

Things get easier. You get better. Momentum occurs and accelerates.

Not just because you’re doing the activities themself but by doing something every day, you condition your mind that marketing is important to you. Your mind accepts this and goes to work for you, finding new ideas and better ways to do them, making connections, seeing things you would otherwise miss, and it does this all day (and night), not just when you’re doing the activities.

And here’s the thing. The actual activities aren’t that important. What’s important is that you do something—anything—related to bringing in new business and increasing your income.

Anything.

You could read a few pages of a book (or my blog), brainstorm ideas for your next article, do some research for your current project, edit something already written, hang out on social and see what others are doing that you could comment on (or do yourself), or make a phone call and say hello to someone you haven’t spoken to in a minute.

Anything related to marketing and building your practice. Including sitting quietly and thinking about what you want and how you can get it.

By the way, if 15 minutes is too much, do 5. Or two. Because it’s about the commitment and consistency, not how much you do.

Do anything. But something. Every day.

You might want to start by reading this

Filed Under: Marketing Plan

Study success

April 5, 2024 by David M. Ward

Jim Rohn said, “If you want to become more successful, study success.”

How do you do that? By studying successful people. People who have accomplished what you want to accomplish. People who inspire you. People you would like to learn from and emulate.

Lawyers who have done what you want to do. Entrepreneurs. Business leaders. Great speakers and writers and philosophers.

You can find successful people in your city or on the Internet, in biographies and the pages of history, and even in fiction.

Read their books. And books about them. Listen to their presentations and interviews. Most of all, watch what they do because their actions will tell you more than their words.

Reflect on what you learn. Ask yourself, why are they successful? What are their philosophies? What are (or were) their daily habits? What advice would they give you if you spent an hour with them?

Think about them often. When you have a problem, ask yourself what they would do about it. If you have an important decision to make, ask yourself what they would advise you to consider.

But don’t just read and think about them, write about them, in articles or in your journal, and talk about them and their philosophies in your presentations. Tell others their story and why you admire them.

If you want to be more successful, study success. And successful people.

Filed Under: Inspiration, Personal development, success

Shrek would have made a good lawyer

April 4, 2024 by David M. Ward

On the outside, Shrek was tough and scary. A monster who could slay dragons and vanquish villains. On the inside, he was gentle and kind.

Your clients want you to be Shrek on the outside, fighting their enemies, protecting them, and being tough. On the inside, where they deal with you, they want you to be warm and caring and easy to talk to.

How do you attract clients by showing them your strength without scaring them off with bluster?

By being open and friendly and warm in your writing and speaking, in your blog and newsletter, on social media, in the “About” page on your website, and in all of your marketing.

That means not writing like a lawyer. It means being informal and open, speaking directly to your readers and listeners, and not putting distance between you by writing the 3rd person.

It means being “normal” and friendly on social media. Some lawyers sound anything but. They come off as “too cool” to talk to people, sounding distant, or worse, sarcastic or confrontational.

It’s not complicated. If you want people to approach you, you need to appear approachable.

That means making people feel comfortable about talking with you and working with you.

You can do that. You can be warm and friendly and still be professional.

You can show people you’re tough and also easy to talk to.

Shrek did it and so can you.

Filed Under: Communication, Content creation, Marketing legal services

Soft advertising

April 2, 2024 by David M. Ward

Do you put your website address on your business card, letterhead, or in your email signature (under your name and phone number)?

If you do, guess what? You’re advertising.

Okay, let’s call it “soft advertising” but advertising it is. And it is good.

It doesn’t cost you anything; it doesn’t violate any rules, and it doesn’t make you uncomfortable.

But yes, it is advertising.

Let’s play with this idea a bit. Where else do you (or might you) mention the URL of your website (and/or blog)?

Lots of places.

How about in your email “away message”? Or the “thank you” email message you send to people who subscribe to your newsletter? In your bio on social media, on a flyer announcing your next speaking engagement, in cover letters and memos to clients—anywhere, and everywhere, because you want people to find you and learn more about what you do.

Yes?

Now, let’s face it, mentioning your website or blog is child’s play. So is mentioning your social media profiles. Anyone can do that, and almost everyone does. So, let’s play with this a bit more.

Besides your website (and social profiles), what else might you “mention” in all those places?

Here’s one: instead of just the “front page” of your website, you might provide the url to a list of your services, or your “About” page. So, when someone wants to know who you are and what you do, or “what else” you do, they can quickly find out.

They don’t have to search, they can click and see. When they do, they might do more clicking and see other things you want them to see and know.

What else?

Do you have an upcoming presentation or webinar? An article just published in your bar journal? Have you published a book? Achieved a milestone or received an award?

Couldn’t you put those in your email signature or your bio on LinkedIn?

Yes, you could. (And should).

You’ve got this. Anything you want to promote, you can use soft advertising to promote it. If not for you, maybe for a good cause. Do you have a favorite charity? Why not mention it and provide a link?

One more thing. In correspondence with clients, look for opportunities to promote (a) feedback (surveys, reviews, testimonials, and (b) referrals.

When you do, you will have mastered the “soft advertising” game. Be proud.

Filed Under: Advertising, Marketing legal services

Scaling up

April 1, 2024 by David M. Ward

You’re doing okay. Making six-figures or multiple six-figures, but you want to hit seven- or eight-figures (or more).

You can. And you can get there in less time and with less effort than it took to get where you are now.

The hard work is at the beginning.

In the beginning, you had to learn the law and the law biz. You learned how to bring in clients and keep them happy. You learned how to build a network, become a better speaker or writer, manage cash flow, find your niche, and find your stride.

You made mistakes and learned from them. You had successes and know what you like and are good at and what isn’t your cup of tea.

You went from raw and inexperienced to making a living as a professional.

It was hard. You had no momentum. Now, you do. You have a base to build on and getting to the next level will be easier.

But you’ll also have bigger challenges. More expenses, tougher competition, additional responsibilities. You have people to manage, offices to upgrade, and a lot more at stake. You have to let go of some people, jettison old habits. You have to become the kind of person who earns what you want to earn.

And it will be hard. But it will also be easier.

It’s easier to go from six-figures to seven, seven to eight. Because you know more and can do more things, and do them better. And you have momentum and momentum compounds.

You will continue to grow and reach new levels.

As long as you don’t mess up.

Filed Under: success

Want to earn more? Offer more value.

March 29, 2024 by David M. Ward

The formula is simple: to earn more, you have to bring in more clients (and/or more work from existing clients), reduce overhead, or increase your fees.

You get the part about improving your marketing and bringing in more business, and you’re working on that. You’re also keeping an eye on overhead. But you’re not considering increasing your fees.

Especially now when money is so tight for so many.

Maybe you should.

If you suspect you’re not charging enough based on inflation and increased overhead, and what other attorneys charge, maybe it’s time to think about increasing your fees.

I know, you’re afraid you might lose some clients who can no longer afford you. So, don’t do it—yet. Don’t increase your fees to existing clients until you bring in new clients at a higher rate.

There, you have a plan.

Well, almost. You still need to figure out how to justify higher fees for new clients.

The answer is in the question. You “justify” higher fees by offering more value for what you charge.

Want some good news? A big part of value is perception. If people think you’re worth more, you are. Which means you can increase your value by doing a better job of communicating that value.

For starters, don’t hide the fact that you cost more. Lead with it. Tell your market you’re more expensive. You cost more because your clients get more. You get things done faster, with less risk, and better outcomes.

Which is what clients want. (If they don’t, they’re price shoppers and you’re not the lawyer for them).

So yes, tell them you’re worth more and tell them why—your experience, knowledge, training, connections, methods, staff, work ethic, and philosophies.

And then prove it with testimonials, reviews, and a track record that speaks to that value.

One more thing. Focus your marketing on referrals, the hallmark of a high-quality firm.

How to get more referrals

Filed Under: Marketing legal services, Marketing Plan

No, it’s not cheating

March 28, 2024 by David M. Ward

Yesterday, I was busy with (something) and didn’t have time to write a new blog post/newsletter article. So, I re-posted an article I originally wrote ten years ago. I changed the headline, did some minor editing, done.

Did you notice?

No, you didn’t. Because you weren’t a subscriber ten years ago. Or didn’t see it. Or can’t remember.

That’s good news for content creators like you and me. Re-posting gives us another way to create content, especially when we’re busy with other things.

Yes, you can re-publish old posts. No, they don’t have to be ten years old. And no, you don’t have to change the headline. It’s your blog, your newsletter, your content, and you can do what you want.

I hope this encourages you to do that.

I wouldn’t do it too often. Uncle G might object. But it’s better to be spanked occasionally by The Masters of the Universe than to deny your new subscribers the opportunity to learn something valuable or interesting because they weren’t around a few months (or years) ago and never had the opportunity to see it.

Besides reposting, you can also update old posts with new information, statistics, cases, or trends. You can re-post and offer a different opinion, because your thinking has changed. You can add new resources, ideas, or quotes from other experts, or stories about cases you’ve had since you first wrote about the subject.

And thus, turn an old post into a new one, without spending a lot of time.

Another way to save time is to do no writing. Invite another lawyer or professional to write a guest post for you. Or, interview them, which can be as simple as sending some questions via email and posting their answers.

A “listicle” is another way to create a blog post or article without doing a lot of research or writing. A listicle is a list of resources, tips, ideas, or quotes,often just a few sentences on related topics. For example, you could write a listicle about important new laws in your field, or changes to old ones.

So, there you go. Alternate ways to get new content, without slaving away at the keyboard.

For more ways to get more content, see my course, Email Marketing for Attorneys

Filed Under: Blogging, Content creation, Newsletters

I’d like to buy you dinner

March 27, 2024 by David M. Ward

Client appreciation dinners are a great way to recognize your best clients and thank them for their loyalty. Basically, you invite them to a free dinner where you present awards and gifts, introduce them to other clients in their niche, and enjoy a good meal.

You might have guest speakers who may be willing to co-sponsor the event. You might invite your clients to bring guests. Or you might keep the evening information-free and pitch-free and just have a good time.

A Facebook friend of mine, a Realtor, mentioned his firm’s upcoming “Top Referring Client Appreciation Dinner.” I thought that was a smart variation on the idea because his clients have to do something to get invited to the dinner.

There’s a little competition involved. Clients hear about the event and want to come. After the dinner, they see photos on your website and do their best to get invited the following year. Those who do attend will work hard to make the guest list again the following year. They’ll also talk about the dinner to their friends and colleagues.

Of course, it also allows you to promote the subject of referrals to all of your clients by simply talking about the dinner in your newsletter.

When you recognize good behavior (referrals), you reinforce that behavior and it tends to be repeated. When you recognize that behavior publicly, many of those who didn’t get recognized (invited) will change their behavior so they can be included the next time.

The bottom line is that you get more referrals, not just from those who make the grade as “top referrers” but from all of your clients. Your top referrer may send you ten clients, but you may have 100 clients who send you one or two.

If you can’t or don’t want to do a client appreciation dinner (criminal defense lawyers, I’m talking to you), how about a dinner for professionals? Invite your best referral sources and recognize them for their efforts.

If a client or referral source appreciation dinner isn’t in your budget, consider a breakfast or luncheon. Or, invite your best referring client or referral source out to dinner, just the two of you, to say thank you for their support throughout the year. Next year, you can invite a few more.

Here’s another way to get more referrals

Filed Under: Marketing legal services, Referrals Tagged With: client dinners