The Attorney Marketing Center--Earn More. Work Less

You and nobody but you

March 20, 2024 by David M. Ward

You work hard to serve your clients and build your reputation. You want people to see you as the best lawyer for the job.

Do they?

When your clients and contacts need help or advice, do they automatically think of you? When someone they know needs help, do they automatically (and unreservedly) recommend you?

It comes down to this:

Do your clients think of you as their “trusted advisor” or do they not think of you at all unless they have a problem?

A trusted advisor isn’t merely “available” when their clients need them. The trusted advisor is an integral part of their life.

Other lawyers stay in touch with their clients, educate them about the law and how they can help them, and let them know they are available to do that. The trusted advisor actively looks for ways to help their clients and advises them even when those clients aren’t aware they need that advice.

Other lawyers refer business to their clients. The trusted advisor does that, but also educates themself about their clients’ industries and markets, problems and goals so they can proactively suggest ideas and opportunities.

The trusted advisor doesn’t merely stay in touch with their clients, they share with them useful information and strategies they’ve discovered, recommend books and other resources, invite them to relevant events, and introduce them to other professionals they might benefit from knowing.

And they do the same thing with their consumer clients.

They look for ways to deliver value to their clients beyond the scope of their legal needs and wants.

Their clients hear from them regularly, talk to them frequently, and know they can rely on them to protect them.

And because of that, the trusted advisor doesn’t have to persuade them to choose them or follow their advice, and they don’t need to justify their fees. The client trusts them and wouldn’t think of hiring anyone else.

It’s a very satisfying and profitable way to build a law practice.

Filed Under: Client loyalty, Client relations Tagged With: trusted advisor

“My secretary made me stop”

March 19, 2024 by David M. Ward

You may have noticed that I continually preach the value of staying in touch with clients and prospect via a newsletter. No, this is not another reminder to do that.

Instead, this is a reminder about the value of staying in touch with clients individually.

It’s a simple concept, as old as the hills, and even more powerful than a newsletter.

In a nutshell, every week, schedule a few minutes to connect with at least one of your clients or former clients. Call them, not to talk business, but simply to ask how they’re doing and catch up.

Ask about their business or family, their hobby or their golf game. Ask about their latest project or cause.

No selling or promoting. Just you connecting with people who are important to you.

But while you’re not calling to talk about (your) business, a funny thing happens when you call. Clients will tell you about another case or legal issue or question they have or a friend or business contact who does, and you get more business.

Many lawyers I’ve encouraged to do this have reported amazing results. One lawyer told me he got so much new business, his secretary said she couldn’t handle all the work and told him to stop.

For the record, this kind of thing doesn’t happen as much when you email. There’s something magical about the human voice. Especially when it’s your voice, not an assistant’s.

I’m not saying don’t send email (or regular mail) or stop your newsletter.

Just make sure to call.

Call your current and former clients, referral sources and business contacts, and (if you want to) even prospects you’ve spoken with. Everyone you know professionally, or want to know.

There’s another benefit to doing this besides strengthening relationships and bringing in more new business. It’s an opportunity to learn more about your clients’ industry, business, or market, which will help you do a better job for your clients and better market to their niche.

All you need to do this is a calendar and a list. And maybe another secretary or assistant to help you with all the additional work.

Filed Under: Client relations, Referrals

A simple way to get more reviews

March 18, 2024 by David M. Ward

Good reviews (and testimonials) from happy clients are one of the most valuable tools you could have in your marketing toolkit. But don’t expect clients to supply them on their own—you have to prompt them.

The easiest way to do that is with surveys.

Give every client a survey or link to one online and ask them to fill this out at the end of the case. “How did we do?” is a simple way to get more clients telling you how you did, which can then be converted to a review or testimonial.

Ask what they liked, and what they thought you could improve.

If you get a negative comment, talk to the client, fix whatever needs fixing, and improve your systems for the future.

If you get a positive comment, ask the client if you can use their comment in your marketing or ask them to post it as a review (and give them the link to a review site).

Surveys should provide multiple choice responses, to get the client thinking about how you did and begin filling it out, and open-end questions with blank spaces, to prompt them to say what’s on their mind.

The survey should ask about the results you delivered, how they were treated, if they were kept informed, were they seen on time at appointments—all the usual areas clients typically appreciate and/or complain about.

Send surveys after the case or matter is done and also perhaps once or twice a year. Some attorneys include a blank survey form with each billing statement. Get clients in the habit of seeing blank survey forms and they’ll be more likely to fill them out (eventually).

You can even send a survey after their first appointment, before you’ve done any work. Ask what they heard about you, why they chose you, and how they’ve been treated so far.

But wait. There’s more.

Keep your eyes (email) and ears (conversations) open. Whenever a client compliments you or thanks you for (anything), thank them (or tell them they’re welcome) and ask if you could use their comment in your marketing (or ask them to post a review).

Send the client a note quoting what you heard them say, so that when they agree that you can use that, they know what they’re agreeing to. Before you do this, “edit” their words (if you need to) for clarity and effect, to make a great testimonial or review even greater.

Finally, if you want clients to write better reviews or testimonials, show them copies of great reviews or testimonials from other clients so they know what a good review looks like, and because when they see what other clients have said about you, it makes it more likely that they will also leave a good review.

Filed Under: Law office management Tagged With: reviews

Not so fast

March 15, 2024 by David M. Ward

Your clients generally like when you get the job done quickly. It shows them you have the experience and confidence to do a good job and give them the solution or prize without delay, often at lower cost.

But if you move too quickly, they may wonder why.

Did you overlook anything? Take too many risks? Make mistakes that will come back to haunt them?

Did you push them to settle too soon, for less than they could have gotten?

At the other extreme, if you move too slowly, they may think you don’t know what you’re doing or you’re dragging your feet to bill more hours.

Too fast, or too slow, and you make clients nervous.

It’s the same with prospective clients.

After a meeting or presentation, if you follow up too quickly or too often, they may wonder if you need the work. If you take too much time to follow-up, however, they might think you don’t care about their business and won’t give them enough attention.

Each case or client is different, of course. Set the pace accordingly.

Consider the size and complexity of the case, the emotional aspects of the issues, the number of decision makers, deadliness, and the best practices in their industry or market.

Talk to the client and find out what’s most important to them. Some will tell you they want the best results, no matter how long it takes or what it costs. Some will want you to prioritize cost. And some will tell you they don’t know and ask what you recommend.

In that case, think about what you would want if you were the client—and do that.

Filed Under: Client relations, Closing the sale

Social media for people who hate social media

March 14, 2024 by David M. Ward

It’s no secret that I’m all thumbs when it comes to social media. I re-post my blog posts and articles each day and… that’s about it for me. I guess I’m just not social.

I didn’t start out that way. At first, I thought social media was a great way to find some people to “engage” with, and make some new friends and business contacts, and I wanted to do that. But I didn’t know what to do.

Sure, I could respond to what others posted, and I did, but it felt forced and awkward. Like I was in eighth grade again, forcing myself to ask girls to dance.

Maybe I need to find something of my own to post, I thought. All I could think of was to post a daily quote I liked and hope some others liked it, too. And that’s what I did.

Sometimes, pithy quotes, sometimes, funny.

I got “likes,” people who told me they were “stealing” my post, or asking for permission to share (?) and suggestions about other quotes I might like. I said thank you or gave them a smiley face.

Look ma, I’m engaging.

Eventually, I ventured out of my cave and had some decent conversations with folks, supervised a few arguments when some of my followers talked about politics with other followers, and did other things social people do.

And my list grew.

I thought about those days when I heard a story about the owner of a deli who did something similar. Every day, he posted a “word-of-the-day” on the menu board next to his “special-of-the-day”. Customers commented about it and took photos of it and shared them with friends (along with the name of the deli) on their social media.

His customers loved it, especially when the words were particularly obscure or humorous, and came back more frequently to see the new word and chat about it. New customers visited because they heard about his word-of-the-day and wanted to check it out.

All he did was post a new word each day and his business grew.

If you don’t do a lot (or anything) with social media, but want to start, could you post a word-of-the day or quote-of-the day in your newsletter, on social, in your waiting room or elsewhere your clients and connections might see it?

It’s an easy way to start.

You might find you’re good at it and like it. And it might lead to something for you.

Me? Maybe I’ll try it again someday and maybe I’ll like it. Right now, I’m going to have some lunch and think about one of my favorite quotes: “When I get a little money, I buy books; if any is left, I buy food and clothes.” — Desiderius Erasmus

Filed Under: Social media

Stop making it harder to hire you

March 13, 2024 by David M. Ward

More than a few lawyers talk themself out of the sale by simply talking too much.

Not all prospective clients want all the details. Which is why you should give prospective clients the opportunity to sign up immediately, without seeing your entire stable of dogs and ponies.

You need to give them enough information so they can make an informed decision (and you can CYA), but if you insist on telling everyone everything they “might” want to know, you’ll scare off a lot of clients.

You know, the ones who tell you they have to think about it. They really don’t want to think about it. They’re just scared.

Which is why you should give everyone the option to get started without hearing all the details.

Tell them what you can do to help them, assume the sale, and hand them the paperwork. If they have (more) questions or want to see more information, they’ll tell you.

If you’re not sure, ask them. “Do you want me to get started?” If they hesitate, then you can offer more information.

Yes, this is easier in person where you can read their body language. It’s easier with contingency cases that don’t require payment up front. But a surprising percentage of prospective clients will not only sign up without hearing all the details, they actually prefer it.

They want to say yes, so they can get on with their life and let you do what you do. They don’t want to think about their problem any more than they have to, they don’t want to wait for a solution, and they don’t want to talk to more lawyers.

They want you. Now.

At least that’s what you should assume.

Filed Under: Closing the sale

Your hobby can make you rich

March 12, 2024 by David M. Ward

We hear stories about the entrepreneur who turned their love for classic cars or cooking or tinkering with computers—their hobby—into a successful business. But that’s not the only way a hobby can make you rich.

The other way, the way most of us will do it, is to use our hobby or outside interest as something we do solely because we enjoy it. It’s fun. Interesting. A way to relax and get away from the pressures and demands of our work and responsibilities.

You work harder or smarter when you give your body and brain that break.

You like watching videos about your favorite sport or app or indulging in another so-called guilty pressure. When you’re stuck in traffic or a boring meeting, you want to take a mental vacation for a few minutes and think about something you’re looking forward to doing later.

Do it. Without guilt. For no other reason than you enjoy it.

If you don’t, if you continually deny yourself because you have more work to do, more responsibilities to take care of, you might eventually come to resent your work. A brief respite can help you recharge and take the next lap.

But don’t go in the other direction. You still have work to do.

Give yourself a few minutes at lunch or after work to read a chapter in your current novel or the sports page. Play a word game or shoot some bad guys after you’ve finished your research or made one more call.

Your hobbies may not literally make you rich, but if they make you happy, your life will be infinitely richer.

Filed Under: Dealing with stress, Productivity, Wealth

If you’re not losing clients, you’re not charging enough

March 11, 2024 by David M. Ward

This is going to ruffle a few feathers, but think about it. You quote a fee, everyone signs up. You raise your fees, everyone stays with you. You keep raising fees and everyone still sticks with you.

What’s wrong with this picture?

It’s good, isn’t? On a small scale, maybe, but over time, it probably means you are charging a lot less than you could. Less than the market will bear.

Which is why you should regularly increase your fees.

You’ll lose some clients, but more than make up the lost revenue, and then some from the ones who stay.

That’s the idea, at least.

One consultant who recommends regular fee increases says that if 60-70% of prospective clients, or more, sign up when you quote your fee, you’re probably charging less than you could. Raise your rates and let the market tell you how much it will pay. And keep raising them until the market tells you “enough”.

How much should you raise them? Well, the stock market averages 9% per year, so if you only increase your rates by that much, you’re only keeping up. You’re not growing. And then there’s inflation.

But don’t let your minimums be your maximums. You might be able to increase your rates much higher than you think. How long since you last raised them? What percentage? How much resistance did you get?

You might be able to bump your rates 25%, 50%, or even 100%.

Prospective clients don’t know how much you used to charge. Raise your rates. If 3 clients sign up, says the consultant, raise them again.

What about existing clients? They do know how much you used to (currently) charge and might resist an increase more than prospective clients who don’t know what you used to charge.

Or they might not.

In fact, they are arguably less resistant to higher fees because they know you’re worth more.

Prospective clients often talk to other lawyers and compare your rates and services to theirs before they make a hiring decision. Your existing clients probably aren’t doing that. If they’re happy with your work and the results you’re delivering, they are more likely to pay those higher rates.

So, make sure they’re happy with your work.

At some point, you will meet resistance to fee increases. Some clients will pay them, some won’t. Or can’t.

Selling legal services isn’t as simple as selling groceries, but supply and demand is always a factor. The market will tell you what they will and won’t pay.

But only if you ask.

Filed Under: Attorneys fees, Fees and Billing

How can I increase my email open rates?

March 8, 2024 by David M. Ward

We’re not talking about emails sent to clients who (one hopes) open everything from you because it might be important. We’re talking about your newsletter or promotional emails, because, let’s face it, a significant percentage of your subscribers don’t open these.

Guess what? It’s okay if they don’t. What’s important is that they regularly see your name in their email inbox because each time they do, it reminds them you’re still available to help them if they need help (or know someone who does).

When they do need help, they’ll go find an email from you, get your contact information, and call or write (or pass it along to someone who needs help).

Sure, it’s better if they do open and read your email. That’s how you build value with readers, engage with them, and get them to learn more about what you do and how you can help them. But seeing your name regularly, consistently, is most important.

Unfortunately, many of your subscribers won’t see your name in their inbox. And that’s a problem.

If you send your newsletter from your computer’s email software, your IP address can get blacklisted for sending too many identical emails. If you use a commercial email provider (with a good reputation), however, you shouldn’t have that problem.

But, even if you do use a trusted email provider, your messages can still wind up in SPAM (or, in some cases, never delivered) if you use certain words in the email subject line typically used by spammers, or include too many images or links in the body of your messages, which can also trigger spam filters.

Note to self: use a commercial email provider to deliver my newsletter. Don’t include too many images or links.

Hold on. Even if your message doesn’t land in your subscribers spam folder, if they use Gmail, it might wind up in their “promotions” folder, which they might rarely open. It’s a common problem. Make sure you tell your new subscribers to add your email address to their contact list and this will minimize that problem.

Okay, a few best practices (and some common sense) should help you get more subscribers to see your message. And while that should be your top priority, you also want them to open and read your messages. That’s how you deliver value, show them what you do and how you can help them, engage with them, and present a call to action (e.g., contact you, fill out a form, share your content, etc.) which they probably won’t do unless you ask.

Okay, you’ve got those emails delivered. How do you get them opened and read?

The simplest way to is to use better subject lines. Motivate recipients to open your message by offering a benefit for doing that. Promise (or imply) they will learn something interesting or useful—how to solve a problem (or avoid it), for example.

Or make them curious about what’s inside your message.

You can also get more opens by keeping your promises. Deliver the information or other benefits mentioned in the subject line in this week’s email and your subscribers will be more likely to open next week’s.

For more about getting your emails open and read, check out my course on email marketing for attorneys

Filed Under: Email, Newsletters

How to kill a referral source

March 7, 2024 by David M. Ward

I asked a web vendor for help with a problem I was having on a website. She couldn’t help me and referred me to a web developer she worked with. I went to their site, filled out a form, told them what I needed (and who referred me). I received an automatic confirmation email, and… never heard from them again. And yes, I contacted them a second time.

Were they ill? Swamped with work? Not interested? (It was a small job.)

I told the vendor who referred them what happened. She contacted the developer on my behalf, but also got no reply. So, she referred me to someone else who did respond and will probably get the job.

What happened to the first referral? I don’t know. But there’s no excuse for not responding to an inquiry from a prospective client. Even if you have a good “excuse”.

So, they lost the job. And won’t get any more business from me. Or referrals from me. Or, I suspect, referrals from the original vendor.

Ouch.

No matter what line of work you’re in, building a successful business or practice doesn’t require you to be the best at what you do, offer more value or charge competitive fees.

But you have to be someone people trust.

Which means you can’t ignore referred clients or you won’t get any more.

If you’re busy or ill, have an assistant contact the prospective client on your behalf.

It’s weird saying that. Everyone knows that, don’t they?

Apparently, not.

Filed Under: Referral sources, Referrals