The Attorney Marketing Center--Earn More. Work Less

I like pain. It feels so good when it stops.

September 20, 2023 by David M. Ward

Why do people hire you? Because you help them solve their problems and alleviate their pain. Or protect them from problems that could cause them pain.

Sometimes, they think they can do this themself. Or they don’t realize how bad things could get and they wait.

You need to splash cold water on them and wake them up.

Tell them why they shouldn’t try to fix things themself and why they shouldn’t wait.

Tell them why they need to call you now.

Tell them they should at least find out their options (and risks), and give them examples of clients who didn’t do that and suffered. The clients who didn’t listen when you told them to have you review that contract before they sign it or ask you about their problem when it was small and relatively easy to fix.

Talk about the pain this cost them. And then talk about the clients who took action, and how everything turned out okay.

You know the drill.

Of course “prevention” is a harder sell then “cure” so when you’re talking about what could happen if they don’t talk to you or follow your advice, be a little dramatic about what can happen—you’re doing them a favor.

Use their fear to motivate them to act.

One way to do that, especially right now, is to talk about the economy. Inflation, foreclosures, losing their job, credit card debt, the rising cost of feeding their family—it’s on everyone’s mind, especially the people who need to talk to you the most.

They’re in pain and afraid things will get worse. Agree with them, and then tell them how they can get relief.

People do things (and hire lawyers) for two reasons: pain and pleasure.

Make sure you talk about both.

Filed Under: Communication, Copywriting, Marketing legal services

It’s like dating

September 19, 2023 by David M. Ward

You meet a lot of people and eventually zero in on someone you’d like to know better. You go out on a date, things get serious, and if all goes well, you get married and live happily ever after.

The same way you get your next (good) client.

No, it’s not the only way. In fact, most lawyers don’t do this. They don’t single out someone they’d like to “date,” but they could.

Should they? Should you?

Find a few prospective clients, people who have the things you want in a client, figure out a way to meet them, and eventually date them and sweep them off their feet.

Sound like a plan?

You’d have no competition to speak of, other than the lawyer or firm they’re currently “married” to. If they “split up,” or decide they like you better, they may become your next client.

Or introduce you to their unmarried friend from work who needs your help.

Filed Under: Marketing legal services, Networking

How to use your content to get more referrals

September 18, 2023 by David M. Ward

Broadly speaking, there are two types of referrals. Direct referrals occur when a client or business contact gives your name and contact information to one of their clients or contacts, and tells them to contact you about their problem or desire.

It’s all good. And it can lead to a lot of business for you.

But you might get even more new clients via indirect referrals:

Your clients agree to pass out your “special report,” checklist, tip sheet, or form to their friends, neighbors, co-workers, or clients
A referral source mentions your blog post in his newsletter or on social media
A business client puts a supply of your reports or brochures in their waiting room
An accountant sends a copy of your latest article to all of his clients or other accountants
A business expert co-authors an article, blog post, or book with you
A blogger or lawyer in your target market interviews you for their blog, podcast, or channel
Your clients and/or referral sources agree to tell their list about your upcoming seminar
A lawyer or other professional you know puts copies of your article in his “new client” kit

Many of your clients will distribute your content because they want to help their friends, and/or because you asked. Many of your professional contacts will do it for the same reasons.

But with professionals, you have another option. You can ask them to distribute your content in exchange for you agreeing to distribute theirs.

In either case, your job is simple: create (more) content. Make it good enough that people will want to (or agree to) share it.

But don’t forget to ask.

Filed Under: Uncategorized

It’s not just the information

September 15, 2023 by David M. Ward

To be effective, your blog or newsletter, podcast or channel, needs more than good information. It also needs a healthy dose of your personality.

Because no matter good the information in your articles and posts might be, people read and recommend content that gives them a sense of who you are—a real person with a business and personal life and a specific style.

So, put yourself in your content.

Your content also needs to be easy to read. No matter how sophisticated your audience might be, they don’t want to slog through academic or boring prose. Give them something they can skim when they’re short of time (and they’re always short of time), or they can chew on and digest if they need more. .

Your readers and listeners also want you to engage them by asking (rhetorical) questions, providing if/then statements, and illustrating your points with relevant and relatable examples and stories about people like them.

Want to know what else they want? A bit of fun. Something light or amusing, and certainly interesting, and sometimes surprising. Things they don’t expect. And things they usually don’t get from your competition.

Variety is also welcome. Mix up your topics and how you present them. Today, tell them what you think. Tomorrow, interview an expert. Next week, recommend a book or blog you think they will enjoy. Mix up the length of your posts, too—long this week and a few paragraphs the next.

This is what makes your content valuable and keeps people reading and sharing it. This is what builds a relationship with your readers and subscribers and gets them to take the next step when they’re ready to talk to you about their situation.

It’s not the depth of your knowledge or the quality of your prose. It’s you, talking to them as you would a client or friend, not trying to impress anyone but simply sharing some ideas they can use or will enjoy hearing.

You know the blogs and newsletters you enjoy reading? Yeah, like those.

How to build your practice with a newsletter

Filed Under: Blogging, Email, Newsletters

The case is closed; your relationship isn’t

September 14, 2023 by David M. Ward

You finish the case and send the client a letter explaining that the case is closed. You tell them what happened, what to expect, how to get their documents, and so on, and thank them for allowing you to represent them.

Your letter allows you to protect yourself, in much the way a letter declining representation does, and provides other benefits. This article does a good job explaining these benefits, the risks for not sending one, and a description of what should go in your letter.

But I write about marketing and would be remiss if I didn’t point out how your closing letter (or a secondary letter or document) can bring you more business and solidify your relationship with the client.

What should you say that speaks to that subject? That depends on your practice area, your relationship with the client, and other factors, but here are some options to consider:

Thank you again for choosing me/your firm, how they helped make your job easier (with examples), and how you enjoyed getting to know (and work with) them and their team, partners or family
A summary of the steps you took during the pendency of the case, or a recap of what you’ve previously sent them, so they can see how much you did to earn your fee
If the case was lost or the result was disappointing, some perspective about that
A request to fill out a survey about their level of satisfaction with the work you did and how you treated them
A request to leave a review and instructions about how and where to do that; copies of (or links to) reviews by other clients as examples
A list of your other practice areas, a description of how to recognize when they might need them, and (optionally) an offer for a free consultation or special offer
Asking them to contact you about any future legal issue because you know a lot of good lawyers who handle things you don’t handle
A request to share your report, presentation, brochure, business card, web page, etc. with people who might need or want information about a legal issue and how you can help them
A request for referrals and details about what to say and do to make it easier for them and the people they refer
Telling them you will continue to send them information they can use in their business or personal life (and/or requesting them to sign up for your newsletter)

And then, in a couple of weeks, call them to see if they got this letter, if they have questions, and to once again thank them for choosing you as their attorney.

The case has ended; the relationship continues.

Filed Under: Client loyalty, Client relations

I know a lot of good lawyers

September 13, 2023 by David M. Ward

Most of your clients and contacts know you don’t handle everything. If they don’t, you should tell them because you also want them to know that you know other lawyers who handle the things you don’t.

You want to tell them this because you want them to think of you and come to you whenever they have any kind of legal issue or question, so you can refer them to (good) lawyers who can help them.

You earn the appreciation of your clients and contacts for saving them time and sparing them the risk of trying to find a lawyer on their own.

And you get the appreciation of the lawyers to whom you refer them, who may reciprocate with referrals to you, say nice things about you to their clients and contacts, introduce you to centers of influence they know, and otherwise work with for your mutual benefit.

It also gives you a reason to reach out to lawyers you don’t know and learn about them, so you can expand and deepen your network.

In a nutshell, you want to position yourself as the “go to” lawyer in your market for anyone who needs legal help. (And yes, you should also do this with non-lawyers who serve your market).

In sum:

Tell everyone that you know a lot of good lawyers and encourage them to contact you when they have a legal issue or question of any kind
Create a database and collect information about the lawyers you know and want to know
Periodically connect with your lawyer network to (a) get updates about what they’re doing and how you can help them (and their clients), and (b) update them about what you’re doing and how they can help you (and your clients)
Ask your growing network “who do you know I should know?” and ask them to introduce you

Your success doesn’t depend on what you know so much as who you know (and… who they know).

How to build and grow your lawyer network

Filed Under: Referral sources, Referrals, Relationship marketing

The best way to get prospective clients to find you

September 12, 2023 by David M. Ward

The best way to get prospective clients to find you is to get them to find YOU (not your blog or content, not “a lawyer or law firm” that does what you do—YOU.

By name.

Because if they search for a lawyer who does what you do, or content offered by lawyers who do what you do, they’ll wade through countless pages of content from your competitors and may or may not find your ad or article or listing. And you’ll pay a fortune to even be in the running.

But if they search for you by name, they’ll find you. And it might not cost you a dime.

Brand yourself. Your name. Your story. That’s what you want prospective clients and the people who can refer them to think about when they need help.

Yes, you should also create content that can capture their attention (if they happen to see it) but the best way to use this is to show it to people after they find you.

Get people to notice and remember your name and what you do. Then, when someone needs the kind of help you provide, they’ll go looking for you—the lawyer whose name they’ve been hearing about.

Do this and whether or not you advertise, your marketing will be much more effective. And profitable.

How do you do it? By doing things worth talking about. And by making sure your existing network knows about them because they will tell others.

Do something different. Something other lawyers aren’t doing or aren’t talking about.

Do something bigger. Something that provides more value or benefits. Or something newsworthy.

Do something that promotes a cause that is important to the people in your target market, or align yourself with people who do that. Sing their praises, recognize their accomplishments, and let the world hear your name when their name (and cause) is mentioned.

Lawyer, promote thyself. That should be the mantra underlying all of your marketing.

Filed Under: Image, Marketing legal services Tagged With: Branding

A simple marketing and management checklist

September 11, 2023 by David M. Ward

There are a lot of things you can do to increase the gross and net income in your practice. This checklist can help you identify strategies that might be a good fit for you to use or improve:

MORE CLIENTS

Client relations
Referrals
Following-up/Staying in touch
Networking
Advertising/Lead Generation
Public Speaking/Seminars
Public Relations
Content Marketing (Blogs, Articles, Books, Audios, Videos, Podcasts)
Event Marketing
Social Media Marketing

MORE OFTEN

Stay in touch (clients, prospects, business contacts)
Repeat Services/Updates/Maintenance
Other services (Yours, Partners’, JVs)

INCREASE FEES

Higher Rates
Bigger Cases/Clients
Upsells
Addons
Bundling/Packaging
Sell Value, Not Time

REDUCE COSTS

Better Employees/Vendors
Better Training
Outsourcing
Parnters/JVs
Systems
Personal/Professional Development
New Skills
Better Tools/Equipment

Which of these strategies do you currently use? Which need improving or expanding? Which should you let go of or downsize to make room for something else? Which seems like a good fit for you and is worth starting or exploring?

Filed Under: Increase your income, Law office management, Marketing legal services

How to make the right decision

September 8, 2023 by David M. Ward

Yes or no? This or that? Now or later? How do you figure out what to do?

Yeah, it depends.

What’s at stake? What’s important to you? Are you trying to solve a problem or achieve a goal?

And, what else is on your plate right now?

Here are some options to help you decide:

Trust your gut. Your first impulse is often the right one.
Research. Read, talk to people, see what others have done and how it worked out, and see what they advise for you
Think on paper. Brainstorm ideas, write down what you know, what you want, what you could do, the risks and the rewards. Writing fosters clarity and focus.
Do a little. Start, see what happens, and how you feel about it. Do you like what you see? Did you learn something? Get other ideas?
Give it time. Get away from the idea and let your subconscious mind work on it. And then, trust your gut.

Any one of these could help you decide. Try one or try them all. And, if you don’t know which one to try first, I suggest the last one: give it time.

Because you may already know the right answer and just need time to give yourself permission to do it.

Filed Under: Personal development, success Tagged With: decision making

Do more of what works?

September 7, 2023 by David M. Ward

Yesterday, I quoted Peter Drucker’s comment about the “aim of marketing” and shared my thoughts. Today, I want to chew on another quote from the man which you will surely recognize. It begins:

“Do more of what works. . .”

That sounds like good advice, but how do we know when something works?

If we get desirable results, we have to say it’s working, but what if we could get better results doing something else?

Or doing the same thing, but differently?

We might dramatically improve our results by changing our words, our process, our timing, or by involving different people. In which case, continuing to do what’s working might not be best.

We should always look for ways to make what’s working work better.

Hold on. What does “better” mean?

In the context of marketing, better might mean bringing in more clients, but it might instead mean bringing in clients who have more work for us, bigger cases, or work that is more profitable.

“Better” could also mean “easier”. Or more enjoyable. Or more consistent with our values and long-term goals.

Okay, we get the idea. Don’t stop doing something that produces desirable results unless you find something better and always look for something better.

But we can’t ignore the second half of Drucker’s quote, “…and quickly abandon what doesn’t (work)”.

What does this mean?

No results? Poor results, compared to what? Results that require too much time and effort, i.e., aren’t worth it?

And, if we determine that something doesn’t work, should we completely (and quickly) abandon it? Doesn’t it make sense to see if we can fix it?

So many questions.

The full quote, “Do more of what works and quickly abandon what doesn’t” is easy to understand and remember. It isn’t bad advice, just incomplete.

But it’s a great place to start.

Filed Under: Productivity, success