The Attorney Marketing Center--Earn More. Work Less

The aim of marketing

September 6, 2023 by David M. Ward

Peter Drucker said, “The aim of marketing is to make selling superfluous”.

Sounds good, but what does it mean?

It means giving prospective clients enough information to convince them they need an attorney and why they should choose you.

It means creating websites and marketing documents that speak to the prospective client’s needs and wants, and the solutions and benefits you deliver.

It means collecting and sharing testimonials, reviews, success stories, and endorsements attesting to your abilities, results, and what it is like to work with you.

It means creating answers to frequently asked questions so prospective clients don’t have to ask you those questions.

It means setting up simple methods for following up with prospective clients who have contacted you, offering them additional information, inviting them to ask you about the specifics of their case or matter, and making it easy for them to do that.

And it means establishing systems that help prospective clients and the people who can refer them find you.

If you do it right, prospective clients are pre-sold on hiring you. The only thing left to do is to make the arrangements.

Well, almost. There’s more. Marketing is everything we do to get and keep good clients.

Big things and small things. Things we do once and things we do repeatedly. Things we do to get the client to sign up, things we do to get them to pay us, and things we do to get them to come back (and bring others).

And while “selling” is an essential component, when you do things right, your clients do most of it for you.

Filed Under: Marketing legal services

Leverage what you’ve got to get what you want

September 5, 2023 by David M. Ward

You have a network—your clients, prospects, colleagues, friends, business contacts—and everyone in that network is a conduit to growing your practice. Your clients can send you referrals, your business contacts can introduce you to their counterparts, your social media friends and followers can tell their friends and followers about you and direct them to your site or offer.

All you have to do is ask.

Want to grow your email list? Ask your subscribers to forward your email to people they know who might be interested in your newsletter or report.

Want to get get more sign-ups for your webinar or presentation? Tell the ones who have already signed up you want to get more people to attend and ask them to help by getting the word out.

Don’t hesitate to ask. People are willing to help.

When you sign up a new client, give them extra business cards to give to people they know who might need your help. Yes, that’s asking.

If you want to get interviewed on more podcasts, email your list and say, “I’m looking to get on more podcasts about (your subject). Do you know any podcasts that might like a guest on this topic?”

After you are interviewed—on a podcast, blog, or other outlet—ask the producer or host if they can recommend other podcasts, blogs, or meeting holders that might be interested in a guest or speaker on your subject.

Everyone you know (and meet) knows other people who need or want what you offer. Get in the habit of asking everyone to refer or recommend you or your offer and you will never run out of opportunities to get more clients and grow your practice.

Filed Under: Marketing legal services, Referrals Tagged With: Leverage

Keeping your powder dry

September 1, 2023 by David M. Ward

What do you do when someone won’t call you back? I had an adjuster write to me on a case and ask me to contact him to set up a time to talk, ostensibly about settlement.

I called. I emailed. Called and emailed again. No response.

The statute was coming up soon but this was a small case, not worth filing on unless there is no other choice.

What do you do?

You could keep trying. More calls and letters and emails, increasingly urgent and sterner, maybe threatening, or maybe using some humor. That’s what most lawyers do most of the time, and it works most of the time.

Another option is to go around the adjuster.

Call their supervisor and ask if the claim has been re-assigned, “because I can’t seem to get ahold of him and I’m going to have to file soon”.

The supervisor looks at the file, see’s it’s ripe for settlement, rattles the adjuster’s cage, and you get a call.

That woks. But sometimes it pisses off the adjuster (and his supervisors) and since you will have to deal with one or both of them on other cases, maybe it’s better to use the “idea” of talking to the supervisor to wake up the adjuster.

Leave another message for the adjuster and ask if they’re still handling the claim. Tell them you’re concerned they might not be getting your messages, or they’re ill, (and you’ll have to file soon).

And then you say if you don’t hear from them, you’ll contact their supervisor to find out.

Not in a threatening way but in a way that suggests, “this is a problem for both of us, let’s work together to resolve it”.

You know they don’t want you to call their supervisor. It makes them look bad. They also don’t want to force you to file because it makes more work for them (and they look bad). So they call.

By positioning the issue as a mutual problem, you increase the odds of getting a mutual solution.

You can always play hardball. But maybe it’s best to save that for another case.

Filed Under: Law office management Tagged With: Negotiaton

Yes, it is all about you

August 31, 2023 by David M. Ward

People connect with people, not businesses or law firms. Your clients may like your partners or employees and think highly of your firm’s reputation, but they hire and refer you.

That’s true of consumer and business clients alike.

When they have a friend or business contact with a legal situation or question, your clients tell them about YOU, not your firm.

They hand them your card. Tell them about their experience with you, the lawyer they know, like, and trust, and say, “Call my lawyer” — not, “Call me firm”.

They promote your brand. You should too.

Tweet (or whatever it’s called today) in your name, or at least create a handle that includes a version of your name, NOT your firm.

Promote your speaking events, even if your firm is conducting the event. Write articles and keep a blog with your byline, not the faceless entity you call your employer (even if it’s your firm).

When you are introduced, people should hear about you, your capabilities and your accomplishments. And hear something personal about you.

Because you are the one people will talk to, connect with, hire and refer.

It’s all about you, you stud.

You may work for the biggest and best firm in town, and that’s worth mentioning. But you are the main attraction, no matter how wet behind the ears you may be.

It’s your career. Your name and reputation. They are your clients. And you are their attorney.

Filed Under: Client loyalty, Image, Law office management, Marketing legal services

Do you care about your clients?

August 30, 2023 by David M. Ward

I see a doctor who is well regarded in her field, technically skilled (at least as far as I can tell) but severely lacking in bedside manner. She tells me what to do but doesn’t explain why or solicit questions. If I ask, she’ll answer but oh-so-briefly and (it seems) begrudgingly.

She makes me feel like she doesn’t care about me. Like I’m just a billing code to tick off on her way to her next patient.

I get that she has to see so many patients a day and doesn’t have time to chat. But that’s part of the job.

It wouldn’t take much. Asking how I’m doing (besides medically), telling me she’s happy when I tell her I’m doing better, an occasional smile or light moment, or even mentioning the crazy heat we’ve been having—you know, the kinds of things humans do when they want other people to feel like you give a fig.

Why don’t I leave? Because I’m a big boy and can take it, and because it would be inconvenient to have to find someone new, especially since I’m almost done with my treatment.

But I do think about it. A lot.

So, I stay. But would I return? Recommend her? Probably not. And if I was writing a review, I’d write what I just told you.

I know she may be under a lot of pressure and may have problems of her own. It doesn’t matter. Patient care is a crucial part of her job.

She may actually care about her patients. But unless she makes them (us) feel like she does, she’s not doing her job. Or doing herself any good.

Lawyers have the same challenge, of course. Making the people we serve feel like we care about them.

So simple. And some of the most effective marketing a professional can do.

Here’s the formula

Filed Under: Client loyalty, Client relations

If you don’t like networking, do this

August 29, 2023 by David M. Ward

When I was fresh out of law school, I tried networking because I thought I should meet new people, acquire some new skills, and (I hoped) bring in some business.

I hated it.

Going out at night and talking to strangers, playing the “tell me about yourself” game, was (for me) unpleasant in the extreme. I did meet people and eventually signed up.a few clients (most of whom were broke), but it was a good experience, primarily because it forced me to find other ways to bring in business.

If you’re brand new, do it and find out for yourself. If you’re not knew and you don’t like networking, or aren’t good at it, stop doing it. Why punish yourself?

There’s something easier (and more fruitful) you can do.

Instead of trying to meet new people, simply re-connect with people you already know. Not your regular contacts—people who used to be regular contacts that you’ve lost touch with.

No doubt you know many people you haven’t spoken to in a while. Make a list. Clients, prospects, business contacts of all types. It’s probably a long list. These are people who once hired you, referred you, or introduced you to others, or were at least open to doing these things.

They might be open to doing them now.

They are certainly more likely to do that than strangers you meet at a networking event. Because they know you and remember you. You don’t have to play the “tell me about yourself” game. Just contact them, say hello, and see what they’re doing.

Your so-called “weak” or “dormant” ties represent a big opportunity to bring in business and opportunities because you have “history”. When you connect with them, mention something you recall about them, their case, their business, or a mutual contact. Or thank them for how they helped you (or your clients) in the past and how you appreciate their help and friendship.

And then, find out what you can do to help them.

Traditional networking ends to be about “chasing” people and opportunities. Re-connecting with people from your past is about sharing that past with people from it.

It’s easier to re-kindle a fire that has died down than to start one with dry wood.

Filed Under: Networking

Why you need to offer a “deluxe” package of services

August 28, 2023 by David M. Ward

I used to sell a course in two versions: “Basic” and “Deluxe”. The Deluxe version had more value at a higher price. Customers got more services and “stuff” and I earned more revenue.

You should do something similar in your practice.

Bundle or package your services in ways that are attractive to clients because they get more value and/or the convenience of getting everything they will need from you sooner rather than later, all at an attractive “price”.

For example, if you have a typical fee package that goes for $5000, consider putting together a higher-priced package that sells for $6500.

If you don’t offer flat fee billing, consider it, at least for some of your services. Clients like the certainty of paying a flat fee rather than paying by the hour, and you may find more clients signing up (at a higher flat fee) for that reason alone.

There’s another reason for offering higher-priced packages, however. It often generates more sales of your lower-priced or “regular” package because of a phenomenon known as “price anchoring”.

It’s about perceived value.

Your $5000 package appears more “affordable” because the client compares it to the $6500 alternative. If you only offer the $5000 bundle, however, the client has the choice of paying that or paying nothing, e.g., telling you they’ll think about it.

Even if nobody signs up for your “Deluxe” package, you will often earn more due to the increased sales of your lower-priced package.

Reason enough to get to work on your Deluxe package.

Filed Under: Attorneys fees, Fees and Billing

How do you know if it’s working?

August 25, 2023 by David M. Ward

Everyone says, “Do more of what’s working and let go of (or change) what isn’t”. I said it myself yesterday. But how do you know if something is working?

Sure, the numbers. Your return on investment. How many new cases or clients, how much revenue, how many leads, what percentage you close.

Are you hitting your KPIs, getting lots of butts in seats, increasing your list of subscribers and followers?

Yes, the numbers tell the story. But not the entire story.

Because there are things you can’t measure. Testimonials, reviews, and new referral sources which haven’t (yet) paid off but could soon rock your world.

Invitations to speak in front of a prestigious group, being endorsed by an influential professional in your target market, or meeting the right person at the right time.

You can’t measure these things. Or predict their effect. The small case that doesn’t pay much (or anything) but leads to a big referral. Writing 20 articles that nobody reads and then someone does read one, likes it, forwards it a friend, and it goes viral and brings in a steady stream of new business.

You don’t always know something is working. Or where it might lead.

The numbers aren’t irrelevant and in some situations (advertising) they are critical. But you can’t always count on the numbers. So, I propose another way to tell if something is working.

Are you having fun?

Fun? Yes, fun.

If you’re enjoying what you’re doing, you’ll want to continue. You’ll do it regularly and enthusiastically, without forcing yourself or reminding yourself. You’ll be more creative and consistent. And your excitement in the doing, not just the results, will attract clients and referral sources and opportunities galore.

Do more of what’s fun. Because if it’s fun, it’s working.

Filed Under: Marketing Plan, success

Start before you’re ready

August 24, 2023 by David M. Ward

You want to create a new and improved marketing plan. You do some research, talk to some people, figure out the steps, allocate funds, set some goals, and schedule time to do what you need to do.

Logical. Thorough. But often a waste of time.

Why? Because you don’t know what you don’t know. You don’t know if the information you’ve collected and the decisions you’ve made will get you where you want to go. The only way to know that is to start.

Do something and see what happens.

Once you see what happens, you adjust. You do more of what’s working, change or abandon what’s not.

If it’s working, or you feel good about those first few steps and want to keep at it, you give it more time, add more elements, change your pace, change your words, and fine tune your approach.

Research and planning are fine, but at some point, you have to do something. The sooner you do, the sooner you know if you’re going in the right direction.

Pick something and start. Before you’re ready.

Call some old clients, even if you don’t know what you’re going to say. Outline an article or presentation, ask a friend if you can join him at his next networking breakfast, get some quotes for a makeover of your website.

Starting may be the toughest part, but it is the most important.

When you take action, even a little, you learn things, meet people, get ideas, establish some momentum, and feel good about taking the first step.

Or you don’t.

You might mess up, hire the wrong people, waste time, spend too much money, hate everything you see or write or do, and want to give up.

That’s okay, too.

Get some help. Try it a different way. Take a break and come back at it with fresh eyes. Or kill the idea and do something else.

Try lots of things. You’ll learn what you like, what you hate, what you’re good at, and what you never want to do again.

Progress.

Eventually, you’ll find something that sticks.

And that’s your plan. Messy, exciting, and ultimately your path to success.

Helen Keller said, “Life is either a big adventure or nothing.” Clearly, she was talking about marketing legal services.

This will help you create a simple plan

Filed Under: Marketing Plan

Get more referrals by making it easier to get more referrals

August 23, 2023 by David M. Ward

All things being equal, the easier it is for your clients and contacts to refer clients to you, the more referrals you’re likely to get.

You have to be “referable” of course—get good results for your clients and provide good “customer service”–but even when you do, if the mechanics of making a referral are unclear or difficult, you simply won’t get as many referrals as you could.

How can you make this easier?

First, teach your clients and contacts how to recognize someone who might be a good fit for you.

Give them a profile of your ideal client—their legal situation, their background, and what they typically say or do before looking for an attorney.

Second, equip them with tools and resources they can use to show people what you do and how you can help them. Give them handouts they can hand out, links they can forward, and articles and videos they can share. If you do presentations, make sure they know when and where they are available, and how to sign up.

Third, because you also want your clients to tell people about you or answer questions about you, give them the language they can use to do that.

Teach them what to say to describe you, your practice areas, your services and offers, how you helped them, and why they recommend you.

Most of your clients and professional contacts know people who need your help. They want to tell them about you. Make this process as easy as possible and you will get more referrals.

Here’s how to do it

Filed Under: Referrals