Can old clients and contacts find you when they need you?

May 8, 2014 by
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I got an email the other day from someone I used to know who may have some business for me. I haven’t spoken to him in many years but he was on one of my email lists so he was hearing from me. He hit reply, told me he wanted to talk, and yesterday we spoke.

Suppose he wasn’t getting emails from me? He could have tracked me down, but only if he remembered my name and wanted to go to the bother. I don’t know if he would.

My emails did more than give him a way to contact me, however. They were an ongoing reminder that I was still in business. They reminded him about what I do and how I can help him and the people he knows.

He had been hearing from me for years. When he was ready, my email was in his inbox.

When I was practicing, I asked new clients about any previous claims they might have had, and for the names of the attorneys who handled them. They never remembered the names of their attorneys. That’s why they were sitting in my office instead of theirs.

Do you have lists of your old clients and business contacts? Do you stay in touch with them? If not, if they need you, will they remember your name?

I hired an attorney a couple of years ago. He did good work. I don’t remember his name. I haven’t heard from him since the matter ended. He should be contacting me–sending me a newsletter, an email, a regular letter, a Christmas card–something.

Nada.

If I had a referral for him, I have records and I could look up his name. Would I?

Would you?

Learn how to set up an email system. Go here.

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Filed Under: Communication, Email, List building, Marketing legal services, Newsletters, Referrals

People tell me I’m funny, but looks aren’t everything

May 5, 2014 by
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Apparently, being funny is good for your career. According to this article, there are lots of benefits to a sense of humor in the workplace.

But what if you’re not funny?

We all know people who seem to be humorless. They may appreciate other people’s humor but they simply don’t have it in them to make anyone laugh.

Can you learn to be funny? I’m thinking not. And the only thing worse than having no sense of humor is thinking you do.

Trying to be funny when you don’t have a funny bone could do a lot of harm. In front of a jury, for example, a natural sense of humor, used appropriately, can score points. If you miss, it could be disastrous.

Some lawyers take “stand up comedy” courses. Others take acting classes to learn how to loosen up in front of a crowd. Do they help? Maybe. But at the end of the day, I’m in the camp that says you either have it or you don’t.

If you’re not naturally funny, it’s okay. On the Star Trek series, the Klingon character Worf is depicted as someone with no sense of humor. Nevertheless, he is respected, trusted, and generally liked. He would die to protect his friends and colleagues, he just won’t die laughing.

A sense of humor is a valuable asset but there are other ways to improve communication and foster liking and trust. Becoming a good listener is a notable example and it is a skill that can be learned.

In Dale Carnegie’s, “How to Win Friends and Influence People,” he doesn’t say anything about being funny. He does talk about the next best thing: smiling. When you smile, people see you as happy and friendly and nice, and they like you because of it. When you smile, they smile and they feel good about themselves, and about you.

Smile and the world smiles with you. Tell a bad joke and the world rolls their eyes.

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Filed Under: Communication, Image, Networking, Personal development, Public Speaking Tagged With: ,

How to make a better second impression

May 2, 2014 by
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I admit it, I don’t always make a good first impression. Sometimes, I say things that come off as insensitive or inappropriate and my sense of humor sometimes leaves people wondering if I’m still in junior high.

Do you ever do these things? Do you ever wish you could go back and un-say what you’ve said?

You can. And doing so will often create a better impression than you could have hoped to create the first time around.

The answer to a good second impression is to admit your mistakes. First, to yourself. You have to know when you’ve messed up. Then, to the person or persons you have insulted, confused, or otherwise left scratching their head.

Apologize. It’s as simple as that. You don’t need to explain, although that might help if you do have an explanation other than “I’m an idiot”. Usually, a simple, I’m sorry, I didn’t mean it,” is enough.

Most people understand. Most people are forgiving. Most people will like you better for being honest enough to admit your mistakes and for caring enough to come forward.

It’s well known in marketing that when a customer or client is upset, making things right often leads them to become long-time clients and ardent supporters. I think it has something to do with releasing the tension created by the initial mistake or problem.

As lawyers, it’s often difficult for us to admit we’re wrong. We don’t want people to know we make mistakes. Because of this, when we admit our transgressions, it can make an even bigger impact.

If you have made a bad first impression, fess up and fix it. You can make a better second impression. Unless you own an NBA team and you just don’t care.

Need help with marketing? Here you go

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Filed Under: Client loyalty, Client relations, Communication, Networking, Personal development Tagged With:

Remember presentations better by structuring your content

April 22, 2014 by
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Matt Abrams is an expert on public speaking and a lecturer at Stanford. In a recent article, he says you will be better able to remember presentations by “structuring your content,” rather than presenting it randomly.

He explains:

“Having a structure helps you remember what to say because even if you forget the specifics, you can use the general framework to stay on track. For example, when using the Problem-Solution-Benefit structure–which is good for persuading and motivating people–you first lay out a specific problem (or opportunity), then detail a solution to address the problem, defining its benefits. If you are in the middle of the Solution portion of your talk and blank out, recalling your structure will tell you that the Benefits portion comes next.”

Not only does the structure give you a framework for recalling how the information fits together, I can see how it helps your audience better understand and remember your message.

Abrams says his favorite structure is, “What?-So What?-Now What?, which can help you not only in planned presentations but also in spontaneous speaking situations such as job interviews.”

What: Your message or claim

So What: Why it matters; the benefits if it is accepted

Now What: What to do next; the call to action.

I like this, too. It can be used for formal presentations, papers, briefs, articles, letters, oral arguments, and blog posts. You can also use it to help a client understand where things are in a case and why they should follow your recommendation.

The article has additional tips on public speaking, including how to practice a presentation.

For more ideas for structuring reports and other content, see my 30 Day Referral Blitz

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Filed Under: Communication, Copywriting, Presentations, Public Speaking, Writing

The Fortune is in the Follow-up

April 21, 2014 by
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One of the most important aspects of marketing any business or professional practice is follow-up. For many, it’s also one of the most challenging.

Because they must, most attorneys have a process for communicating with existing clients. This process is driven by the demands of the case or legal matter. Copies are mailed, calls are made to discuss strategy, progress reports are sent on a pre-determined schedule. Once the case is settled or the matter is completed, however, follow-up is often done haphazardly and too often, not at all.

And then there’s everyone else.

  • Prospective clients
  • Former clients
  • Referral sources/professional contacts/”friends of the firm”
  • Prospective referral sources
  • Bloggers/editors/publishers
  • Meeting planners
  • Etc.

Each category has a different purpose. Following-up with former clients, for example, can lead to repeat business, updates, referrals, traffic to your website or sign-ups for your event. Following-up with bloggers can lead to guest posts, interviews, and links to your web content. Following-up with prospective clients can lead to new cases or engagements but can also lead to referrals.

Within each category are individuals who are further along in their relationship with you and thus more likely to respond to your contact. There are also individuals who have more potential than others, e.g., a prospective referral source who is well known in your target market, a prospective client who could bring you a lot of business, etc.

I’m sure you appreciate the value of following-up with these people. You know that former clients are your best source of new business (repeat, referrals). You know that staying in touch with prospective clients is good for business.

But how do you manage everything?

You start by creating lists. There are many software solutions for doing that. Pick one. Import your existing database or create new lists manually. It is time well spent.

Add a code or tag or field to each contact in your database so you can sort your lists by type and date range and other criteria. For example, you should be able to do a sort and find a list of former clients with whom you haven’t spoken OR emailed in more than 90 days.

Now what?

You’re almost there. The hard part is done. Now, you just need a plan for staying in touch with everyone. There are three parts to the plan:

  1. Schedule. How often will you contact them?
  2. Media. Will you use email, phone, regular mail, or social media?
  3. Content. For example will you send them personal emails, a general newsletter, or both?

You’ll probably find it easier to start with one category. Create a plan for following-up with former clients, for example. Once that’s done, you can consider other categories.

Once you have things set up, flag key individuals for customized follow-ups. You’ll want to call certain people more often, for example, or call some people but only send email to others.

This may seem a daunting task but if you take it step by step, you can do it. Once you have, you’ll be glad you did.

Marketing is easy, when you know The Formula

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Filed Under: Client loyalty, Communication, Law office management, Marketing Plan, Referral sources, Referrals Tagged With: ,

Help me if you can I’m feeling down

January 27, 2014 by
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Actually, I’m fine. Just singin me some Beatles and thinking about how difficult it is for folks to ask for help. It’s an ego thing. We don’t want to appear weak. So we don’t ask, and when help is offered, we often turn it down.

But people want to help. It makes them feel good. I know this because I know how good it feels when I help others.

So we should ask each other for help more often. It’s good for them and good for you.

You can get just about anything you want just by asking. You can ask your clients for all kinds of help. You can ask the readers of your newsletter, personal friends, professional contacts, anyone, including strangers.

What do you want? Whatever it is, someone can help you get it.

  • referrals
  • information
  • advice
  • introductions
  • copies (forms, letters, checklists)
  • recommendations (products, software, books)
  • time (as a volunteer)
  • testimonials
  • someone to talk to
  • donations (to your cause)
  • write a guest post or allow you to write one
  • invite you to their next networking event
  • speak at their event
  • pass out your cards, reports
  • feedback
  • mentoring
  • Likes, Re-tweets, and Shares
  • a ride to the airport

Just about anything.

Time out. Take a break. Sing along with me and the Fab Four:

When I was younger,
So much younger than today
I never needed anybody’s
Help in any way
But now those days are gone
I’m not so self assured
Now I find, I’ve changed my mind
I’ve opened up the door

Help me if you can,
I’m feeling down
And I do, appreciate you being round
Help me get my feet back on the ground
Won’t you please, please help me

And now my life has changed
In oh so many ways
My independence seems to vanish in the haze
But every now and then
I feel so insecure
I know that I just need you
Like I’ve never done before

Okay, you may need some help asking for help. You’re out of practice. You haven’t asked for help since you needed Mom to tie your shoes. How do you get started?

First, make a list of what you want. Big things, little things, and everything in between. What could you ask for? Write down as many things as you can think of that would make your life better.

Next, write down the names of people you know who could help you get the things on your list. Match people with tasks suited to their interests, strengths, and resources. (Later, when you get better at asking, you can ask strangers.)

Then, choose something, contact someone and ask for help. Be direct. Tell them why you’re asking them.

Compliment them if possible. Tell them you value their feedback or insights, or value them as a friend or client and know you can count on them.

Start with something small, and easy. Something that’s hard to turn down. Have them read something you wrote, for example, and tell you what you think. Or ask them to recommend a good movie. Be specific. “Would you introduce me to your life insurance agent?” is better than “Would you introduce me to some professionals?”

You start small to get used to asking. Get over your resistance and see that people are willing to help. See how good it feels when they say yes.

Later, you’ll graduate to bigger things. Eventually, you’ll get good at asking. And you’ll be amazed at how much people are willing to do.

You may also surprise yourself at how much you have to give others. When people do for you, you will feel obliged to do something for them. When you do, you’ll feel good about that. You’ll want to do more. The more you do, the more others will want to do for you.

And so it goes. Help begets help.

If you’re having trouble asking, start by offering. Call someone, find out what they need and help them get it.

Years ago, I read, “The Aladdin Factor: How to Ask For and Get What You Want in Every Area of Your Life” a book by Jack Canfield and Mark Victor Hansen, the team that brought you “Chicken Soup for the Soul” and its progeny. If you’re interested in this topic and you like inspiring stories about people who experienced amazing changes in their lives by asking for help, you should pick up a copy.

Okay, now I’m going to ask you a favor. If you like this post, would you forward it to someone you care about? Thank you. I knew I could count on you. Now, what can I do for you?

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Filed Under: Client loyalty, Client relations, Communication, Inspiration, Marketing legal services, Personal development, Relationship marketing Tagged With: ,

What’s all the fuss about “Typography for Lawyers?

January 22, 2014 by
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So a lot of lawyers are interested in typography. Who knew?

Typography for Lawyers, a book by Matthew Butterick, appears to be selling well, in part no doubt to a big endorsement by legal writing maven Bryan Garner.

I haven’t read the book, but I don’t get it. Why all the fuss?

Don’t we have enough to do to get the words right? Do we now need to be concerned with font choice? Does anyone really care about making their appellate brief visually appealing (pun intended)?

Not I.

The author makes his case against the use of Times New Roman in legal documents:

“When Times New Roman appears in a book, document, or advertisement, it connotes apathy. It says, ‘I submitted to the font of least resistance.’ Times New Roman is not a font choice so much as the absence of a font choice, like the blackness of deep space is not a color. To look at Times New Roman is to gaze into the void.

If you have a choice about using Times New Roman, please stop. Use something else. . . . Times New Roman connotes apathy. You are not apathetic.”

Frankly, unless you’re using something weird, I don’t think font choice matters to most people. If the Court doesn’t specify what you can or can’t use, use what you want.

If you’re going to make a conscious decision about font choice, however, and your primary objective is to communicate your ideas and persuade the reader to your way of thinking, I suggest you choose Times New Roman (or some other common font) precisely because it is so common.

Choosing Times New Roman connotes apathy? Good. You should be apathetic about fonts. You’re not writing to show the court your artistic taste, you’re writing to be heard. You don’t want to call attention to your typography, anymore than an artist wants to call attention to the painting’s frame.

We all wear the same dark suits to court, don’t we? I don’t see anyone suggesting we start dressing more stylishly. We want the judge listening to our arguments, not admiring (or being distracted by) our clothing. The same goes for how we dress our writing.

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Filed Under: Communication, Law office management, Writing Tagged With: ,

Dealing with difficult clients

January 20, 2014 by
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We’ve all had clients who are overly demanding, rude to you or your staff, or complain about things until you want to scream. And let’s not forget the clients who want to micro-manage their case.

Sometimes, you have to sit these clients down and have a heart-to-heart talk. Explain the problem and ask for their cooperation. You do risk embarrassing them, and perhaps losing them, but when things have gone too far, you do what you have to do.

Before things go that far, however, look for less confrontational ways to deliver your message. You may be able to do this by talking about the problem in a letter to all clients or in your newsletter. It’s easier to say things to “everyone” than to confront a misbehaving individual.

When you post an article about “best practices” for working with your office, for example, and discuss which decisions the attorney makes, and why, you allow the micro-managing client to see what they are doing wrong and give them a chance to correct course. If they don’t, you still have the option of speaking to them individually.

Clients need to be trained. You need to tell them what is expected of them. At the same time, tell them what to do if they have a complaint or disagree with something, or want to make a suggestion. Give them a path to follow that allows them to be heard without manhandling you and your staff.

Put your policies in your new client kit and post them on your website. Explain how things work at your first meeting with new clients.

Dealing with difficult clients is easier when you address their difficulties before they occur.

Avoid billing problems and complaints. Get the Check.

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Filed Under: Client relations, Communication, Law office management Tagged With: , ,

What to do when a potential client says no

January 17, 2014 by
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You meet with a prospective client, diagnose their problem, propose a solution, and quote a fee. They need your help, but tell you they want to think about it. They don’t call.

What should you do? How can you get them to hire you?

Sorry, bub. It’s probably too late. “I want to think about it” usually means no. It’s an excuse for some other objection.

They aren’t convinced they need a lawyer’s help. They aren’t convinced you’re the one they should choose. They don’t have the money. Or they need some else’s permission.

By and large, these objections should be dealt with before the client calls for an appointment or before they meet you.

You post information on your website, so they know why they need a lawyer and why they should choose you. You post detailed answers to FAQ’s, about your area of the law and the available options you offer.

You don’t quote fees online (or on the phone), but provide guidelines, so people have a general idea of how much they can expect to pay and what payment options you offer. They know they can’t hire you for $1,000 but it won’t cost them $100,000. They know they don’t need to pay 100% up front but they know they have to pay something.

Do this and when they call, they will already know that they need a lawyer and that you’re the one they want. They’ll know they will probably be able to afford your fees.

When they call to make an appointment, you make sure they bring their spouse or partner or other decision maker, or that they otherwise have the authority to hire you.

Now, when they’re in the office and you diagnose their problem, propose a solution, and quote a fee, you have eliminated most or all of their reasons to say no. If there are any remaining objections, you find out about them and deal them when they’re sitting in your office.

This way, they don’t have to think about it.

You deal with objections before they arise. You eliminate reasons to say no before they are said. After the fact, there’s not a lot you can do.

When a potential client says no, or I want to think about, or otherwise does not hire you, don’t blame them, and don’t chase them. Put them on your mailing list and stay in touch with them because they may hire you some day or refer business some day. But probably not today.

Learn what to put on your website to eliminate objections before they arise. Click here.

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Filed Under: Closing the sale, Communication, Handling objections, Online Marketing, Salesmanship

How to handle negative reviews and comments

November 18, 2013 by
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I just read a post on the subject of dealing with negative comments on sites like Yelp and social media. The author says, in a nutshell, that if the statement is factually untrue, and you can prove it, you can ask the site to remove it. If it is an opinion, the author says to, “add a comment to the post explaining your rational [sic] in a non-hostile way and how you plan on addressing the situation.”

I disagree. I would not respond to negative reviews in a public forum. Doing so only invites more negative comments, from the original poster or from others who side with him or see the need to defend him.

An opinion is an opinion. If they didn’t like something, they didn’t like it. Right or wrong, it’s their opinion. Any efforts to defend or explain yourself will only make you look bad. As much as it might hurt, it’s almost always best to ignore these comments, at least publicly.

If you can identify the client who made the post, reach out to them privately. See if you can resolve the issue. Apologize, make amends, offer satisfaction. Do what you can to win back the client, or at least make them see that their public comment was too harsh and retract or amend it.

The author recommends encouraging visitors to the site or thread to contact you privately by email, so you can respond to questions or comments. I’m not sure that’s a good idea. You want people to communicate with you, of course, and that includes negative comments. But if you “make an appearance” on the forum or in the thread to extend this invitation, you leave readers wondering why you didn’t respond to the negative comment(s).

The better way to handle this is before it occurs. Make sure your clients and others who engage with you and your staff are openly and repeatedly encouraged to contact you if they have any questions or concerns. Let them know that if they are unhappy about anything, you want to hear about it. Set up mechanisms that make it easy for people to contact you, even anonymously. And remind them to do so. When people know they can blow off steam directly to you, they may be a little less likely to do it publicly.

One thing the author of this post and I agree on, if you do have negative comments, ask some of your happy clients to post positive comments. If you have enough positive comments, you can effectively bury the negative ones. People are smart. If you have twenty positive comments and one that is critical, most people will put things in context.

I know many attorneys resist getting involved with social media and review sites like Yelp because they don’t want to invite negative comments. But these will occur, if they occur, regardless of your involvement. The better course of action is to be proactive. Set up accounts and invite your clients to share their views. I suspect most will be positive. If an unhappy individual comes along, perhaps even the losing party in an acrimonious case, there will be no need for you to defend yourself, your other clients will do it for you.

I’d love to hear your thoughts on how to handle negative reviews. What do you do, or plan to do, about negative comments?

Make the Phone Ring is my course on Internet marketing for attorneys. Check it out here.

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Filed Under: Communication, Marketing legal services, Online Marketing, Social media, Social media marketing Tagged With: , ,
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