How to be the top lawyer in your niche

November 19, 2024 by
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The top lawyers are different. Not necessarily smarter or more accomplished, they do things differently.

The key is their mindset about serving their clients better than any other lawyer could or would, and the reputation they develop as a result.

They make a commitment to their clients and to themself to be the best at every aspect of what they do. 

Because they do, their clients unfailingly turn to them whenever they need advice or help.  

It starts by letting their clients know that they (or someone on their behalf) will be available whenever they call with a question or to discuss a legal matter. 

They aren’t just willing to do it, they are eager to do it. 

Being the best also means being honest with their clients or prospects about what they can and can’t do for them. If they aren’t the best lawyer for the job, they don’t fake it, they tell the client. If the client insists that they handle the matter anyway, they say no, even if the client is happy to pay for it. 

They explain that the client doesn’t need what they’ve asked for, or that they’re not the best lawyer for the job, and suggest a different solution or refer them to another lawyer who can help them.

The best lawyers are also proactive. They rigorously stay in touch with their clients, even when they’re not actively engaged in legal work for them. They go out of their way to

  • Share useful ideas, information, and resources
  • Introduce them to prospective clients or customers for their business or practice
  • Invite them to sporting or entertainment events they know would appeal to them
  • Educate them about how their legal services work so that the client will be better able to recognize when they need help or advice and be better able to work with them
  • And they look for ways to spend time with them (off the clock) getting to know them, their families, their customers, and their advisors

It all boils down to this: the most successful lawyers don’t just provide good legal services for their clients, they build strong relationships with them. 

As a result, these lawyers never struggle to attract great clients or need to sell them anything. Clients seek them out, stay with them through thick and thin, and go out of their way to refer other clients. 

It feels good to be the best, and it pays well.

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Filed Under: Client loyalty, Client relations, Image, success

A simple way to start using email marketing

November 12, 2024 by
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You know a lot of people who could hire you (or hire you again), share your content, or send you referrals. You have their email address and would like to stay in touch with them, but you don’t want to look like you’re hungry for business. Or you don’t know what to say. 

What can you do? Send them a “thank you” email.

Thank them for being your client, colleague, or friend. Don’t ask for anything, just say thanks.  

Thanking your clients and contacts can: 

  • Build trust and foster loyalty
  • Make them feel important
  • Reduce “buyer remorse” 
  • Remind them you are still available to help them (or someone they know)
  • Encourage them to think about you and perhaps visit your website or call to ask a question

In other words, saying “thank you” is good for business. 

And what could be simpler than thanking people for their patronage or friendship? 

Your email should be short, informal, and from you, not your firm. 

You can make it more effective by mentioning something about them, their case, their business or family, your last meeting or conversation, or by simply addressing them by their first name. 

NB: Mention their first name in the subject line and you should get more “opens”. 

If you want, you can do more. You can encourage them to connect with you on social media, for example, ask them about their new product or project, or tell them about your latest article or upcoming event. Or invite them to sign up for your newsletter or subscribe to your blog. 

Or you can save these for your next email, and yes, there should be a next email, but you don’t have to think about that right now—for now, sending a thank you email is enough. 

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Filed Under: Client loyalty, Client relations, Email

Marketing for lawyers who hate marketing

October 23, 2024 by
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Q: “Is there anything I can do to bring in more business that doesn’t require a lot of time or money or to doing things I don’t want to do?”

A: “Yes—Stay in touch with people who already know, like, and trust you—clients, former clients, professional and business contacts, and others on your list.” 

Note to self: make a list. 

Every time people hear from you it reminds them that you’re still alive, still practicing law, still helping people solve legal problems. 

They think about you, they think about what they want or need, and you get repeat business and referrals and other opportunities to grow your practice. 

You might simply send them a birthday card or holiday card, Or call, say hello and ask how they’re doing. Hearing your name or voice, even on a phone message, can lead to business. 

You can also send emails. Choose two people each day and send them an email, an article link, or just say hello. Or send everyone a weekly newsletter. 

You can do more but you don’t t have to. Don’t overthink this. Just stay in touch with people who know, like, and trust you and keep doing that. 

You may not like marketing but you’ll like the results. 

The Attorney Marketing Formula

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Filed Under: Client loyalty, Client relations

How about a heaping helping of added value?

September 26, 2024 by
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You do a good job for your clients. They’re happy with the results you get for them and like you. But simply doing a good job for your clients doesn’t guarantee they will hire you again or refer other clients. 

If you want that to happen, give them more than they’re paying you for. 

Give them added value—additional benefits they don’t expect and haven’t paid for. 

Here are 3 options: 

(1) INFORMATION. Reports, newsletters, blogs, seminars, articles, videos, and other educational material that add value to their life or business. For consumer clients, you could provide information about debt, credit, investing, taxes, and insurance. For business clients, you could share information about subjects related to their industry or market. 

(2) SUPPORT. Promote their industry or community events, their causes (and donate to them), and recommend their products or services. 

(3) CONNECTION. Introduce clients to other clients who might benefit from knowing them. Refer clients to other professionals who can advise or otherwise help them.

You can do these things on your own, outsource it, or join forces with other professionals and subject experts. 

Other lawyers tend not to do these things. When you do them, this added value can strengthen your relationships and help you stand out in your target market. 

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Filed Under: Client loyalty, Client relations, Referrals

Do you have a client loyalty program?

September 16, 2024 by
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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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Filed Under: Client loyalty, Referrals

Why didn’t they hire me?

May 16, 2024 by
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When a client doesn’t sign up, you need to find out why. Because it might not be too late to get them to change their mind, and because you need to know if there’s something you need to fix for the next client. 

Was it something you said or did? Something you didn’t say or do? Did a competitor offer something better? 

Clients say “no” for a variety of reasons: 

  • They didn’t believe or trust you
  • Your presentation or initial meeting was lacking or a competitor’s was better
  • They think you charge too much (and didn’t think it was worth it)
  • They think you charge too little (and it made them question your experience or ability)
  • You don’t have (enough) good testimonials or reviews to suit them
  • The competition has a bigger staff or a better website; the client thought they were more successful or experienced and a safer choice 
  • It might be the services you offer (or don’t) and how they you describe them.

And while it might be something external, e.g., they hired a lawyer they already knew or were referred to, you should assume there’s something you can improve.  

How do you know? 

  1. Ask them. They may not be able to (or want to) tell you precisely why they didn’t sign up with you, but they might give you some clues.
  2. Ask someone who knows them what they want or need and what might turn them off.
  3. Ask someone who knows you for feedback about you and your practice.
  4. Ask someone to sit in on your next client meeting and tell you what they see that could be improved.

 There are always things you can improve: 

  • Your presentation or “pitch”. Is it persuasive? Believable? Does it touch on the right points and make the client feel like they are in good hands? Could you improve the opening or closing? Is it too short or too long, too much about you and not enough about the client?
  • Your website and marketing documents. Are they consistent with the image and professionalism the client wants and expects? Are they thorough? Persuasive? Do they inspire confidence?
  • How are clients greeted by you and your staff? How long are they are kept waiting? Are you and your staff friendly and genuine? Do you smile, make eye contact, shake hands, offer them a beverage? 
  • How do you describe your services? Do you explain the benefits or just the features? Do you explain enough or assume they already know? 
  • Do you have enough testimonials? Positive reviews? Bona Fides?
  • What do you send to prospective clients before the first meeting? How is your follow-up after the appointment? 
  • And much more

    Anything, large or small, could be the reason a client doesn’t hire you. Keep your eyes and ears open. And when you find something that could be improved, improve it.   

    You might be just one or two adjustments away from a significant increase in sign ups. 

    Because clients are people and people are weird. 

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    Filed Under: Client loyalty, Client relations, Closing the sale

    You and nobody but you

    March 20, 2024 by
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    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. 

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    Filed Under: Client loyalty, Client relations Tagged With:

    Make it easy for clients to find you, hire you, and work with you

    November 8, 2023 by
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    In the world of marketing and client relations (which is a sub-set of marketing), one of the best things you can do is to make things easy for your clients and prospects. 

    Because the easier it is for them, the better it is for you. 

    Here is a simple checklist of things to do, and a reminder to do them.

    MAKE IT EASY FOR CLIENTS TO FIND YOU

    • Website (SEO, links from authority blogs, other professionals)
    • Referrals 
    • Advertising
    • Content (Blogs, articles that get indexed, shared, etc.)
    • Networking and speaking
    • Handouts 
    • Directory listings
    • Newsletters

    MAKE IT EASY FOR CLIENTS TO CHOOSE/HIRE YOU 

    • Website (About/bio, service descriptions, FAQs, navigation, contact forms)
    • Testimonials, reviews, success stories
    • Everywhere: Explain “why you” instead of doing nothing, doing it themself, hiring someone else, or waiting
    • Flat fees, guarantees
    • Simple hiring documents: agreements, disclaimers, authorizations 

    MAKE IT EASY FOR CLIENTS TO WORK WITH YOU

    • Explain everything, copy everything
    • Keep them informed about everything 
    • Remind them of deadlines, appearances, updates, appointments
    • Encourage them to contact you with questions
    • Be available. Tell them what to do if they can’t reach you, after hours.
    • Don’t nickel-and-dime; give them the benefit of the doubt
    • Make it easy for them to refer, post a review, promote your content

    I’m sure you can add to this list and you should. Then, periodically, survey your clients (and prospects) about how you’re doing (and not doing) so you can continue to improve.

    Because the easier you make it for your clients and prospects, the better it is for you. 

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    Filed Under: Client loyalty, Client relations, Marketing legal services

    Mo (value)

    November 7, 2023 by
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    Clients hire you because they want value from you. They want the results you deliver via your legal services, but there are other ways you can give them value. 

    Give them more value than they expect, more value than other lawyers deliver.

    This doesn’t mean giving away your core services or discounting your fees. (Don’t do that). 

    You can deliver more value with

    • Bonus services. Include add-ons or small additional services they need or might need soon. 
    • Better terms. Payment plans, guarantees, more manageable retainers, hybrid fees.
    • Information. Forms, guides, reports, templates, checklists, seminars, and other things they can use in their business or personal life.
    • Speed. If possible, give them the results they seek in less time than they think it will take. Return calls and emails quicker. Show them into your waiting room a few minutes after they arrive.
    • Support. Proactively refer them to other professionals or businesses who can help them with business or personal matters. Promote their business, their charity or cause. Give them advice, feedback, or a shoulder to cry on. 

    Ultimately, clients want to feel good about their decision to hire you. They took a chance on you and may be nervous about that. Show them you will protect them, work hard for them, and treat them exceptionally well. 

    The more value you deliver, the more value they will deliver to you. They’ll be easier to work with, give you more work, recommend you, promote your events, and otherwise help your practice grow. 

    The Attorney Marketing Formula

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    Filed Under: Client loyalty, Client relations

    The case is closed; your relationship isn’t

    September 14, 2023 by
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    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. 

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    Filed Under: Client loyalty, Client relations
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