Marketing legal services Archives - Page 10 of 128

Always be closing?

June 19, 2023 by David M. Ward

Sales people are taught to continually look for opportunities to close the deal and that these can occur at any time. When a prospective customer or client says something about price or fees, for example, this is often one of those opportunities, because it usually means they have decided they (probably) do need or want the product or service and are thinking about how they can get it.

So, generally speaking, “Always be Closing” is good advice. But there is such a thing as trying to close too soon.

When you talk to a prospective client for the first time, handing them a retainer agreement and a pen may be the right thing to do, or it might blow up in your face if they see it as being too presumptive or aggressive.

Which is why sales experts tell you to not only look for opportunities to close but to see if you can create them.

You do that by using “trial closes” or questions designed to elicit responses that are consistent with someone who is ready to buy. “Are you leaning towards (Package A) or (Package B)?” is one example.

When the prospect looks they are ready, go for the close. If they don’t, don’t push it. Don’t close before they’re ready.

But we see marketers do this all the time.

You see ads with a call to action that says, “Call today for an appointment”. That might be the right way to go, but what if the prospect is just starting to research their problem and isn’t ready to consider hiring an attorney? If the choice is between “Call for an appointment” or nothing, guess which one they’re going to choose?

On the other hand, doing nothing might be best for you, too. If you’re doing lead generation advertising, you might only want leads of people who are ready to talk to or hire an attorney.

But what about people who are ready to make an appointment? Shouldn’t you encourage them to do that?

Maybe. Or maybe you should give them a choice: “Call for an appointment or to learn more. . .”

What should you do?

Should you close for the appointment? Tell them to sign up or your webinar? Tell them to call to ask questions or to download your report? Visit your website to learn more about the law or to learn about you and how you can help them?

Lots of options.

I can’t tell you the right approach and neither can your marketing or advertising team. The only way to know for sure is to try several approaches and see works best.

One offer may get lots of leads, but very few new clients. Another offer might bring in relatively few leads, but result in enough new clients to be very profitable. Another offer might lose money on your promotion but bring in a few clients who have lots of work for you after the initial case or engagement.

You “test” one offer against others. And let the numbers tell you what works best. And it works the same way with closing. When a prospective client looks like they’re ready to sign up, close them. If they aren’t ready, they will let you know.

Filed Under: Advertising, Closing the sale, Marketing legal services

Why clients hire you

June 8, 2023 by David M. Ward

Sure, they need help with a legal issue, but they have other options. Why do they choose YOU instead of any other lawyer?

Good to know that, isn’t it?

NB: Make sure you ask (survey) every new client about this.

Did they choose you because you have, or they believe you have, more experience? A better track record? Or because you specialize in the very thing they need or want?

Maybe they trust you (more) because they’ve met you or were referred to you by someone they trust. Maybe they read some favorable reviews or testimonials. Or maybe they saw something you wrote, or that was written about you, in a publication they respect.

Or they heard you speak and were impressed at how smart (and good looking) you are.

Do you provide extra services that other lawyers don’t (or don’t mention)? More reasonable fees? Payment plans?

Could it be something as simple as convenience? Your office is close to them or you make house calls? Or they’ve used your services before and it was just easier to use you again?

Maybe they hired you because, unlike other attorneys they’ve spoken to, you followed up with them after the initial consultation or conversation. Maybe they’ve been getting your newsletter for a long time and feel like they know, like, and trust you.

Lots of reasons. Pay attention. Your clients will tell you why they choose you, so you can keep doing those things.

NB 2.0: When someone doesn’t choose you, that is, they consulted you or considered you but hired someone else, it’s even more important to know why.

Often, the reason someone chooses you, or doesn’t, isn’t because of how many boxes you ticked (or didn’t). It comes down to a feeling.

They liked you or felt good about you. There’s something about you that tipped the balance in your favor. Something you said or they read about you that made them feel like you were the one.

Simon Sinek, in his famous TED talk, said, “People don’t buy what you do, they by why you do it”.

So, no matter what else you tell them about yourself and your services, make sure you also tell them why you do what you do.

The Attorney Marketing Formula

Filed Under: Marketing legal services

The simplest (and best) way to improve your marketing results

June 7, 2023 by David M. Ward

We had some work done on our house recently. We researched contractors, read reviews, got a couple of bids, and then choose the contractor we preferred.

The bid we chose was thousands of dollars higher. Why did we choose it? There were a few reasons, but one thing the winning bidder did, more than anything, made the difference.

After they sent their bid, they followed up. The other company didn’t.

One company “hit and ran”. And never contacted us again. Like a lot of lawyers do when they say, “They know where to find us if they’re interested”.

The other company, the one we chose, called to confirm that we received their proposal, asked if we had any questions (we did), and gave us additional information about the job that convinced us they were the better choice.

And that, my friend, is the simplest and best way to improve your marketing results.

You can do okay in a business (or profession) by getting in front of more prospective clients. But if you want to do more than okay, one conversation or appointment or bid isn’t enough.

The fortune is in the followup.

Follow up by phone. And email. And text. And phone again. And email again. And continue to follow up until you get the job (case) or they tell you to stop.

Give them more information. Remind them about what they said they wanted and show them again how you can help them get it.

The more you follow up, the more the prospective client sees that not only can you help them, you want to help them.

No, that isn’t bad posture on your part. It doesn’t make you look desperate, any more than the athlete who asks for the ball.

It’s a sign of confidence, not weakness.

Following up shows prospective clients that you’ve done “this” before—you are a professional and work hard at what you do. Just like you’ll work hard for them.

People find that attractive. And will choose you instead of the competition who might cost less but aren’t as diligent.

We did. And we’re glad we did.

One more thing.

When you find out that the prospect signed up with another lawyer, or decided not to do anything right now, continue to follow up. Because they might change their mind or need help fixing what the other lawyer messed up.

You want to be in their mailbox when that happens.

Filed Under: Marketing legal services

All you can do is all you can do

May 30, 2023 by David M. Ward

You hear about what other lawyers are doing for marketing and you realize you can’t do what they do. Or you don’t want to.

That’s okay. You don’t have to do what they do. Or as much or as often.

Just do something.

You can’t write a weekly blog? Don’t even try. Post 5 or 10 articles on your website, to show visitors you know something about your practice area and give them some insights about what you can do to help them.

It’s better than doing nothing. Better than what a lot of attorneys do (which is nothing). And it could bring some clients to your door.

You hate networking with a passion? Forget about it. You’re not going to get anywhere, forcing yourself to go places you don’t want to be and shake hands with people you don’t want to talk to.

But maybe you’re open to meeting someone once in a while for coffee. Coffee is good. No pressure. No agenda. And it might lead to something good.

You know nothing about social media and you don’t want to? Cross it off your list. But maybe before you do that, you choose a platform or two, set up an account and post your contact information, in case someone goes looking for you.

Someone might. And call or message you.

You don’t have to be “all in” on any kind of marketing (except the kind where you take good care of your clients). Many a successful practice is built that way.

Do what you can do, but do something. If you hate it, stop doing it and do something else.

And don’t worry about what anyone else is doing. But don’t ignore them completely. They might show you something you can do, and you might choose to do it.

Do what you can do, but only if you want to. Because doing things you don’t want to do isn’t a recipe for success.

All you can do is all you can do, but it is often enough.

Filed Under: Inspiration, Marketing legal services

Ad Nauseum

May 23, 2023 by David M. Ward

Why do I tell you things I’ve told you before? While will I tell you again?

And why should you do the same with your subscribers, followers, clients, and prospects?

Because people don’t always hear us the first time. They might not get our email, or read it. They might read it but not believe they need to do anything, now or ever. They may have other things on their mind and can’t deal with anything else.

Maybe they see the need but don’t have the money. Maybe they need to get someone else’s okay. Or maybe the problem isn’t that bad and they think they can live with it or it will resolve by itself.

And then, things change. The problem worsens. The threats increase. Their desire grows. Or they finally have more time to take care of something you’ve been telling about but had forgotten until you mention it again.

You’ve heard me talk about the value of having a newsletter so many times, I’m sure you could write that message yourself. But you haven’t started a newsletter (or improved the one you have) because you were busy as hell last year and didn’t see the need. Or have the time to do it.

But this year, business has slowed, and you realize that it’s time.

Sometimes, people hear your message, need what you offer, have the money, but still hesitate. Then they hear the same message or advice from someone else. Or they hear about someone who did what you’re telling them to and were very glad they did.

And, let’s not forget that every day, new people find you, join your list, and hear your message for the first time. Some people call you and make an appointment immediately. Others might not do that for years.

Stay in their mailbox or feed, keep reminding them, and when they’re ready, they’ll give you a holler.

People are ready when they’re ready, not before.

How to use a newsletter to build your practice

Filed Under: Marketing legal services, Newsletters

3 a day

May 22, 2023 by David M. Ward

Marketing your law practice doesn’t require you to do big, difficult, or time-consuming things. At least not all the time. As I regularly note, you can accomplish a lot in just 15 minutes a day.

The key is to do it consistently.

Schedule 15 minutes in your calendar every workday for marketing. It is arguably the most important appointment of your day.

During those 15 minutes, you can do anything related to growing or improving your practice. If this is a new habit, however, I suggest you decide in advance what you will do.

One way to do that is to pick a number. I suggest the number 3. 3 calls, 3 emails, 3 pages. That’s easy, isn’t it?

Here are some examples of what you could do:

Comment on 3 social media posts by people you know or would like to know
Call 3 old clients and say hello
Email 3 professionals in your target market—invite them to (something), ask them a question, share something you have in common
Collect 3 business cards
Like, comment, or share 3 videos of people in your target market (as a precursor to connecting with them)
Contact 3 people in your existing referral network and ask how/what they’re doing
Follow-up with 3 prospective clients you’ve spoken with
Send 3 thank-you notes, birthday cards, or holiday cards

3 calls or comments or emails today, another 3 tomorrow. Or mix and match, one comment, one call, one email.

Over time, you’ll connect or re-connect with a lot of people. Some will want more information, some will want to speak to you about their situation, some will see how you can help one of their clients or friends.

You could also use your 15 minutes to

Brainstorm 3 ideas for an article, blog post, or presentation
Write 3 pages (or paragraphs) for your new lead magnet, report, or book
Find 3 keywords to add to one of your ad campaigns
Find 3 groups that need guest speakers at their event
Find 3 blogs in your target market that accept guest posts
Find 3 podcasts or channels that interview lawyers

It’s just 3. It’s just 15 minutes. But it might be all the marketing you need to do.

Marketing is easy when you know The Formula

Filed Under: Marketing legal services, Marketing Plan

Talk it into existence

May 12, 2023 by David M. Ward

There’s something to be said for being the “strong silent type” and letting your work speak for itself. There’s also something to be said for talking about what you do and how you help people.

Because people who need your help want to know what you can do to help them.

That doesn’t mean you should talk about yourself all the time. We all know people who do that and wish they would stop. It does mean finding ways to communicate the benefits you offer without talking about them directly. At least not all the time.

An effective way to do that is to collect and use testimonials and reviews from satisfied clients, and endorsements from lawyers and other influential people who know you and your work.

Let others do (most of) the talking for you.

You can also share success stories about the cases and clients you’ve helped. Not to brag, but to illustrate what you do in the context of real cases and clients.

Success stories are implied testimonials.

You can also use this strategy to get more referrals.

How?

It’s simple. When you talk about a case you’re handling, or have done in the past, simply mention that the case was referred to you (by a client with a similar case, or by another lawyer, etc.)

This tells people that others think enough of you and your work that they tell others about you. It suggests that you have experience helping people with the same or similar issue.

You get more referrals not by asking because you are “referrable.”

What else can you do to talk it (referrals) into existence? When you sign up a new client, give them some extra business cards (reports, brochures, etc.), and say, “I’m giving you a few extras in case you talk to someone who needs my help”.

That’s it.

You plant the seed that they might speak to someone who needs your help and equip them to tell them about you.

How to get more referrals from your clients

Filed Under: Marketing legal services, Referrals

You cost more because you’re worth more

May 2, 2023 by David M. Ward

If you can show prospective clients why it costs them more to NOT hire you, do you think more clients would choose you?

I do too.

One way to do that is to show them how “doing nothing,” i.e., ignoring their legal problem, or trying to fix it themselves, often costs them more in the long run. Their problems can worsen, they can develop secondary issues, and the additional damages they incur, and the additional legal fees that come with them, can be fear greater than what they might pay by taking care of the problem immediately.

Give them examples of people who waited and it cost them.

(Note, it is a better overall strategy to focus on prospective clients who know they need an attorney and are willing and able to pay them, and ignore the ones who don’t. But sometimes you might need to have a conversation with someone about “why legal fees are so high,” etc.)

Then, show them why they should choose you instead of any other lawyer. Show them that you cost more than other lawyers because you’re worth more.

Show them you have greater skills, experience, higher settlements and judgements, and more success stories. Show them that you “specialize” in their industry or niche, and your reputation and contacts can deliver better results for your clients.

You can also show them how your clients get additional benefits other lawyers don’t provide.

Extra services, better payment terms, and how you keep your clients informed, might not be the sole reason a client will choose you, but it can tip the balance in your favor if they are comparing you to other lawyers who don’t offer these benefits.

Show prospective clients that while it costs more to hire you than other attorneys, it actually costs more to NOT hire you.

Filed Under: Attorneys fees, Marketing legal services

Alternatives to a free consultation?

May 1, 2023 by David M. Ward

It is axiomatic that if you talk to more prospects, you’ll sign up more clients. Does this mean you should offer free consultations across the board? Or, if you already do that, you should look for ways to do more of them?

Not necessarily.

Because while these consultations are free for the prospective client, there is a cost to you. Especially if you ordinarily get paid for consultations.

For some lawyers, free consultations are an anathema. For others, they are a simple and profitable marketing strategy. And necessary for lawyers who practice in areas where most lawyers offer them.

But does it have to be so black and white? Are there any other options?

Maybe there are.

Instead of offering free consultations to everyone who asks, perhaps you could set up a screening process whereby the prospect has to first fill out a questionnaire or speak to someone in your office, to allow you to determine if they are qualified to speak to you personally.

Another option is to offer discounted consultations, a nominal fee perhaps, fully credited if the prospect becomes a client.

You might offer ten-minute free consultations and a paid consultation option if they need or want more.

What if you allow prospective clients to dial into a scheduled conference call where they can describe their situation and ask questions anonymously? The way some lawyers do it on radio call-in shows, or when a lawyer takes questions from the audience after a presentation.

Prospective clients get some feedback about their situation and you get to determine if you want to speak to them further.

Maybe you can record these and put them (or transcripts) on your website. Prospective clients can get some general feedback about their situation, and a sense of what it would be like speaking to you personally.

These options might not give you enough information to allow meaningful feedback, or help the prospective client decide if they want to hire you, but they are clearly better than the alternative.

Ask yourself, what else could I do to talk to more prospective clients?

Filed Under: Marketing legal services Tagged With: free consultations