Marketing requires a number of skills. One of the most important and valuable is the skill of being able to look at things the way prospective clients and others do.

Most people could use a little practice in this area.

This morning, on my walk, I saw a sign pointing to an open house. The name of the agent was on the sign, along with her phone number. I noticed that the phone number had a 714 area code, whereas the open house, where I am, is in the 949 area code.

I’m pretty sure the agent doesn’t live in the 714 area. It’s too far. My guess is that the agent used to live in 714 but moved here and kept her number. A lot of people do.

Another possibility is that the property is a “one-off” listing she’s handling in my area.

Here’s the thing.

When prospective clients, buyers or sellers, see her 714 number, some of them might think, even on a subconscious level, that she’s not the best agent for the job because she’s not local.

That’s just silly, isn’t it? Most people won’t even notice the area code. Most of those who do notice won’t care.

But some will, and instead of putting aside their doubts (or asking her about it), they’ll go with another agent.

This won’t happen often. It really won’t. But if it only happens once every other year and you factor in the loss of repeat sales and referrals, over the next ten years she could lose a bundle.

I may sound a bit nutty for thinking this, but if you don’t at least think about how people might interpret your actions and messages, you’re not thinking like a marketer.

Nutty people buy and sell houses. And hire attorneys.

It’s important to consider things like this. As you create marketing documents, update your website, talk to referral sources and prospective clients, speak, write, email, or do anything else to communicate with the world, before you click the send button or open your mouth, take a moment to do a “safety check”.

Think about how people might interpret your message. Think about the words you use and the context where your message will appear. Consider the details and nuances.

Because if you don’t, somebody else will.

Make your website great again

You often hear me urge you to tell prospective clients (et. al.) how you are “better or different” from other lawyers who do what you do.

What’s the difference?

“Better” means that you deliver more value or better results. It might also mean that you give your clients better service–making them more comfortable with you and the process.

And it might also mean that you do things for them that go beyond the core services you are hired to deliver. An example might be your reputation for helping clients find other professionals, vendors, or business connections, for matters unrelated to the legal work you’re doing for them.

Okay, what about “different”?

Different often means you do what you do in ways other lawyers don’t do it. You conduct the first interview personally, for example, instead of having a staff member do it. Or you make house calls. In communicating with your market, your job is to translate how your differences are  “better” for the client.

Being different is also a way to stand out in a crowded market. You might always wear purple neckties, for example; that’s different, not better, of course. But if people remember you via your signature color, you’ll have more opportunities to talk to prospective clients and show them how you are better.

Look for ways to differentiate yourself from other lawyers. Show them how you are better. If you aren’t better, be different. You do that by being yourself.

Ultimately, most clients aren’t going to hire you because you offer dramatically better legal services than other lawyers. They’ll hire you because of you.

How to earn more without working more: the formula

It’s corny but true. You can (and should) lie, cheat, and steal your way to success.

Lie in bed at night thinking about what you can do the next day to get more clients and increase your income.

Cheat some time during the day from your other activities and dedicate it to marketing.

Steal the best ideas from other lawyers, and especially from businesses since most lawyers are terrible marketers.

Solid advice because it gets you to focus on marketing and primes you to continually look for ideas you can steal, well, borrow from others.

Let’s talk about that.

We’re talking about finding what others are doing that’s working and emulating it. Using the essence but not the actual words. Modifying what others are doing to suit your practice, market, and style.

Start here: :

• Set up a swipe file to collect emails, articles, ads, blog posts, and such, that other people are using to promote their practice or business.
• Subscribe to other lawyers’ email lists and blogs. Do the same for other types of professionals and service businesses.  Copy things you like and also things you don’t like (so you’ll know what to avoid).
• Study the emails, etc., you like and ask yourself why you liked them. Make notes. Try your hand at writing it differently.
• With each new email, ad, video, or piece of content, ask yourself why you opened it or why you watched it. What words or images caught your attention?
• Once you began, what compelled you to continue? What did they promise or imply? What benefits did they offer? How did they get you to read all the way to the end?
• Pay extra attention to headlines, sub-heads, email subjects and bullet points. Also note calls-to-action. You may not know why they are effective but if they resonate with you, put them in your swipe file and review them again later.
• Did you buy what they offered? If so, why? If not, why not? What closed the deal for you? What objections did they overcome? Where did they miss the boat?

Go back through your swipe file periodically and ask yourself what you could use or adapt. What ideas, what offers, what words could you use in your marketing?

Keep reading and watching and studying. Train your marketing eye. Study the content and conversations around you, not with the eye of a consumer or colleague but with the eye of a marketer.

You would be amazed at what you can learn, and what you can steal.

Marketing is easy when you know The Formula