Do you have a client loyalty program?

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Besides doing good work and treating clients well, do you do anything to incentivize your clients to continue hiring you?  

You should. 

Yeah, I know, it’s a touchy subject. You really can’t offer discounts or rewards. 

Or can you? 

Could you hold back on increasing your fees for clients who have been with you for a number of years? Could you provide good clients with extra services that you previously charged for or give them a better rate this year than you charged the year before? Could you offer somewhat lower fees to clients who pay a regular retainer? 

Maybe you could reward a loyal client by reducing the percentage of increase this year, or delaying the date it begins. 

What about referrals? You can’t directly compensate anyone for sending you business, but maybe you can send them some business. Or mention their business or practice in your newsletter, or link to their website from yours. 

Maybe you could interview referral sources and friends of the firm on your podcast, invite them to join you on stage at your next speaking event, or mail their brochure to your client list with a note recommending them.

Think about it. Look for ways to show your loyal clients and supporters how much you appreciate them. You don’t have to do anything extraordinary, but with so many other firms vying for their business, consider doing something other than good legal work. 

As my grandfather used to say, “It couldn’t hurt”. 

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Pre-marketing 

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Everything we do that qualifies as marketing—networking, content creation, staying in touch with clients and prospects, running ads—is easier and more effective when we “prepare” before we “do”. 

Let’s call it “pre-marketing”. 

Before you attend a live event, for example, you don’t just show up. You make a list of people you want to connect with, what you want to ask, offer, or tell them, notes about the speaker and his or her topic, and so on. 

If you have a blog or newsletter or regularly post on social media, your pre-marketing activities would include collecting content ideas, creating a backlog of new content, verifying links, and updating your calls-to-action.

Yes, it’s all marketing. But pre-marketing activities can be done ahead of time, when you have an easier schedule. 

Do these things so that when it’s go time, you’re ready to go. 

Things like

  • Learning more about your target market and ideal client 
  • Looking for articles to send to your key clients and referral sources 
  • Signing greeting cards and thank-you notes so they are ready to mail
  • Reviewing your competition’s content
  • Taking seminars about SEO and AI and tools you can use to improve your marketing
  • Creating new forms and updating old ones
  • Finding and working with a “workout partner”
  • Reading blogs about marketing and productivity

Keep a list of these activities close at hand and schedule time to do them.

Boring? Maybe so. But you can delegate a lot of this.

Do enough pre-marketing and you might be able to hire a full time pre-marketing assistant.

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Blog or newsletter?

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Eventually, both. Each is different, each has advantages over the other. So, when you have more time or staff, or a bigger list, use them both. 

I do. But I make things as simple as possible by posting my newsletter on my blog and sending my blog posts to my newsletter list. 

If you’re new to online marketing, or looking to up your game, but you’re not ready to do both, decide what’s more important to you. 

If your primary interest is getting more traffic, start with a blog. Optimize it for search terms that pertain to your field and prospective clients will find you, see what you know and do, and if they like what they see, contact you to ask a question or make an appointment. 

If you’re primarily interested in enhancing your relationships with existing and former clients and business contacts, leading to repeat business and referrals, start with a newsletter. 

I just listened to an expert who said the purpose of a blog is to “inform and create more direct calls to action leading to sales,” while the purpose of a newsletter is to “entertain and build authority”. 

Maybe. 

I see a blog as a mechanism for informing, building authority, and generating leads. I see a newsletter as a mechanism for building a relationship with people who have already found you, via a blog or other means. A newsletter is usually more personal. A blog is more formal. 

Here’s an important point to consider:

A newsletter is a much better way to get people who have found your website or blog to return, something you can’t count on a blog to do because you can’t count on people who found you through search conducting that same search again, even if they’re still looking. Yes, people can subscribe to your blog and be notified when you post a new one, but I wouldn’t count on that either.

In short, use your blog to attract new people and your newsletter to get those people to call you and to return to your blog to see what else you say. 

Of course, you should also use your blog to generate sign-ups for your newsletter. 

They work together nicely. 

You know what else works nicely with a blog and newsletter combo? Social media. I found the aforementioned expert who talked about the differences between a blog and a newsletter through a video. 

I wasn’t searching, but YouTube thought I might be interested.  

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Writing non-fiction without an outline? 

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Whether you’re writing an article or blog post, a memo to your client or your file, a brief or a demand letter, outlining before you write is almost always recommended. 

It helps you include all the key points, put them in an effective order, and save time with the actual writing because you’ve thought about what to say before you say it. 

Outlining is your friend. Especially for longer or complicated pieces that contain a lot of information. 

But sometimes, outlining slows down the process of getting words on paper, and leads to a less interesting, more formulaic piece of writing. That’s okay for most of the writing lawyers do. We don’t need to be creative; we need to relate what happened (or will happen), what we think and recommend, and convey our thoughts succinctly. 

And that’s usually what we do. 

But if you’ve ever struggled to construct an outline, found yourself repeatedly re-organizing and re-writing it instead of getting on with the writing, as have I, you might want to try something many fiction writers do. 

It’s called “Pantsing” and means “writing by the seat of your pants,” that is, writing (a story) without deciding what to write in advance. 

No outline. Or much of one. 

Pantsers start with a general idea of what they want to happen in their story, and usually not much more. They know what their main characters are like, what they want and how they might get that, but often only a few paragraphs which serve as a place to start. 

They write and see where the story takes them. They let the story surprise them as much as they hope it will surprise their readers. 

Pantsers say their writing is fresher this way, because they “hear” the story as they write it. They say it’s more enjoyable to write this way, unconstrained by the rigidity of a detailed outline. 

Authors who write this way say they love the freedom and spontaneity this gives them. Authors who are committed outliners say that writing without an outline, without a net as someone put it, scares the heck out of them and they couldn’t do it. 

What about non-fiction? Could lawyers write with little more than a general idea and a few points to cover? 

I do this all the time with short pieces. What you’re reading now is an example. 

I didn’t plan to write about pantsing today and yet here we are. This is where the writing led me.

Writing by the seat of your pants is liberating. I have no plans to make pantsing my primary modus operandi, however. Outlining will continue to be my jam. 

On the other hand, for my current work-in-progress, a full length non-fiction book, I’ve completed a lot of the outline, but I’m experimenting with pantsing some chapters and parts thereof. After all, a chapter is really a collection of short essays. 

I don’t know how successful I’ll be, but I’m confident it will help me finish the first draft. 

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Do the math

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Have you ever considered a marketing task and talked yourself out of it because you “didn’t have the time”? 

Actual work, appointments, meetings, appearances, reviewing files, billing, calls, email, supervising employees, taxes, banking, all need to be done and doing them doesn’t leave much time for anything else. 

Including (especially) marketing. 

But hold on. If an activity turned out to be worth it, could you find the time to do it?

Would it be worth doing (something) once a week for 45 minutes if it brought in a new case or client every month? Would it be worth doing something 30 minutes every day if it brought in two new clients each week? 

Do the math. It’s your practice. What would it take for a marketing task or activity to be ‘worth it’ for you?

How much time, money, effort, for how much return? 

Once you have an answer, test the idea. And give it enough time before you conclude it is (or isn’t) worth it. 

But hold on (again). You might find that something wasn’t worth it, e.g., you invested three hours this month and saw very little (or no) return, but that doesn’t mean you can’t improve. You might be one tweak away from creating a flood of new business. 

Try again. Try another approach. 

You might find ten things that don’t work. That’s okay. All you need is one that does.

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Simple, not easy

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To persuade prospective clients to hire you, you want them to know that what you will do for them is simple, but not easy. There’s a lot of work to do, much of it is complex and difficult, but you have the knowledge and experience to do it.

Because you’ve done it many times before. 

In your marketing messages, don’t confuse “simple” with “easy”. What you do isn’t easy. If it was, any attorney could do it, and that’s not the message you want to convey. 

It’s simple but takes a lot of skill, experience and hard work. They’ve chosen the right attorney for the job because you’ve helped many others through this process and are ready to do it for them. 

Imagine if you suggested otherwise, that what you do is easy to do. That’s not what a client who is being asked to pay big bucks to think. 

So, choose your words carefully. 

Choosing you is simple. Hiring you is simple. Working with you is simple. 

But the work isn’t easy.

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Get more clients by making it easier for clients to contact you

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You can get more new clients (and repeat clients) by making it easier for clients (and referral sources) to contact you.

Especially via email since this makes it easier for them (and for you).

The key? The contract form on your website. Encourage visitors to fill this out any time they have something to ask you or tell you. Tell them when you will reply, e.g., within 24 hours or 48 hours if it is a weekend, and what to do in an emergency.

Making it easier for people also means not requiring too much information on your contact form. Ask for the minimum, just enough for them to hold up their hand, which usually means just their email and question or reason for contacting you. 

Don’t make them fill out a lengthy questionnaire (as I’ve seen some lawyers do). Don’t pre-qualify them before you speak with them. Don’t tell them what you will or won’t do or what you do or don’t need from them.

For now, you just want to know their name and an email address. You can get the rest later. 

Yes, you will get a lot of inquiries that go nowhere. But you will also get a lot of inquires from prospective clients who fill out your form because you made it easy to do that, and your competition didn’t. 

If you get inundated with inquires and you can’t handle the volume, well, that’s a nice problem to have. There are things you can do to mitigate this but it is likely to be more profitable not to. 

Keep your form as simple as possible. If you need to talk to them, you can invite them to call or ask for their phone number so you can call them. You can also direct them to your FAQ page or an index of your articles.

Show people it is convenient to connect with you and more people will. 

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Originally is overrated

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For creating content—blog posts, articles, videos, presentations, or anything else meant to inform or inspire your readers and followers, the writing is the easy part. 

What to write is the challenge. 

You don’t want to write what everyone else writes about, or say the same things, so you stay away from certain subjects or points of view, hoping to find something unique and borderline amazing. 

But this is unnecessary. 

Most of your readers and listeners aren’t reading or listening to others in your niche and if they are, they’re not reading or listening too carefully. 

But even if you write something nearly identical to what others write, your article will still be different.

Because you are different. 

Your experience, cases and clients, stories, opinions, and writing style might be similar, but they aren’t the same. 

So, relax. You don’t have to create original content. 

In fact, I’ll go out on a limb and say that it is usually better not to. It’s usually better to write about the same things others in your space are writing about. The existence of their articles and posts and videos shows that there is a “market” for those ideas. 

People read those posts and they will read yours.

Knowing this should not only encourage you to let go of whatever might hold you back from creating (enough) content, it gives you a simple way to find all the ideas you will ever need. 

Here’s the plan.

Once or twice a month, browse through the list of blogs and newsletters or channels you follow, whether lawyers, industry experts, or other creators who inspire you, and bookmark several posts you can use as fodder to create your own. 

I do it. Sometimes, I get the “perfect” subject to use for my next article or post. Sometimes, I get nothing and those posts go back into the slush pile or get deleted to make room for something new. 

And sometimes, I zero in on a small part of something someone said and I’ll say something about that. 

In a few minutes, I have my subject. I’ll add a headline or title and my new post is almost nothing like the original. 

If you aren’t doing this now, try it. Nobody owns ideas. Besides, they are only a prompt. A place to start. And when you’re crazy busy cranking out billable work, a place to start is your best friend. 

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Add these questions to your client intake form

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By adding a few additional questions to your intake form your clients and prospects can help you improve your marketing.

Start with a few questions about where and how they found you.

Was it a referral? From who? How do they know them? What did they ask them? What did the referring party tell them about you or your firm?

Was it a search? What keywords, questions, or information did they use? Did they research their problem first or immediately search for an attorney? What did they find that prompted them to call?

Was it an ad? Where did they see it? What did they like about it? Did they see it more than once?

Did they find you via one of your articles or blog posts or presentations? What convinced them to take the next step?

You can ask them to fill out a form at their initial meeting but consider talking to them in person as you will get better answers, be able to ask follow-up questions, and assess their body language. 

You’re not just looking for their responses, you want to note the words they use (and don’t use), their emotional context, and additional information they might supply about themself and their situation.  

You want to know what potential clients think or do when they have a problem or desire, and what they do to find a lawyer who does what you do. You can use this information to improve your content—articles, presentations, emails, etc., improve your keywords and ad copy, and improve your conversations with prospective or new clients. 

Pay attention to what they say and how they say it. One client might emphasize their concern about their injuries and damages; another might zero in on the amount of time they’re losing from work, a third might speak primarily about their pain and treatment. 

It’s all important, but knowing what’s most important to your prospects and new clients can help you better relate to them and they to you. 

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The cost of marketing your legal services

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Lawyers choose which marketing strategies to use based on a variety of factors, not the least of which is cost (money, time, other resources). But cost is a misleading factor.  

It’s not how much we spend. It’s how much we earn in return. 

We might think a certain ad campaign (or any marketing strategy) is “expensive” but if the ROI is high enough, it might actually be “cheap”. 

If you spend $1,000 per month on an ad, for example, and it brings in $5,000 per month in net revenue, that ad is profitable. If you can continue to get that kind of ROI, you would want to invest as much as you can in as many ads as you can. 

The same goes for seminars, mailings, video production, other content, or other marketing endeavors. 

It’s also pertinent to hiring additional staff (or better staff), a bigger office, or even a better wardrobe. 

Nothing is expensive if it pays for itself and helps you increase your profits. 

You might be reluctant (or unable) to spend $50,000 per month on advertising, but if you’re getting a 5-1 return (and you can handle all the new business), you’d be foolish not to beg, borrow, and steal to get more money to invest in that slot machine. 

There is a risk that you won’t continue to get a sufficient ROI, however, so you have to watch your numbers.

But many lawyers don’t. They allocate a monthly or quarterly budget for “advertising” or “marketing” and hope it pays off. 

But that’s not how a profitable business (or practice) should be run. 

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