Stop complaining. Attorney marketing is not that difficult.

March 25, 2013 by
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Bitch, bitch, bitch. Enough already. You don’t know how good you have it.

I’m talking to the attorneys who whine about how hard it is to get clients but aren’t willing to do anything about it.

It’s not laziness. It’s ego. They’re too school for cool. They say marketing makes them uncomfortable.

You want more clients and you expect them to magically appear because you’re good at what you do?

Wake up and smell the empty bank account.

Being competent and working hard for your clients isn’t enough. Most attorneys are competent and work hard for their clients. If you want more clients to find you and hire you, you have to do more.

And it really isn’t difficult.

I’ll tell you what, I’m going to give you a list of things to do to bring in more clients. It’s a short list. Take a look and see what you think:

  1. You need to smother your clients with love and attention so they never even think about leaving and so they tell all their friends about your greatness.
  2. You need a web site with lots of high quality information, so people can find you through search and through sharing of your information, see proof of your capabilities, and sell themselves on hiring you.
  3. You need to stay in touch with the people who hired you before, reminding them that you are still available to help them and the people they know. And you need to stay in touch with people who don’t hire you right away so that when they are ready to hire an attorney, or they know someone who is, you are the one they call.

This isn’t hard, is it?

Love your clients. Educate prospects. Stay in touch with everyone.

Do these three things and you don’t have to do much else.

Now, ask yourself these questions:

  1. Is this something I CAN do?
  2. Is this something I have the TIME to do?
  3. Is this something I WANT to do?

I know you can do this. And it doesn’t take up that much time. The real question is, do you want to do this?

If you do, great! Let me know how I can help.

If you don’t, that’s okay, but please don’t complain. It makes me uncomfortable.

Marketing really isn’t difficult. Let me show you. Click here.

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Filed Under: Marketing legal services, Marketing Plan Tagged With: , ,

What separates the million dollar attorneys from the rest?

March 22, 2013 by
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Why are some attorneys earning seven figures and others are just scraping by?

Are they smarter and harder working than the rest? Do they have better connections? Are they just lucky?

I’ll bet you think I’m going to say million dollar attorneys are better at marketing and promoting themselves than average earning attorneys.

But that’s not always true.

Sometimes, they really are just lucky. Or smarter. They often do have better connections.

Sometimes, those million dollar babies are more attractive. Better looking, whiter teeth, the whole shebang. Sometimes, they’re more attractive on the inside. People want to be around them, hire them, help them.

And sometimes, they’re crooked. They lie, cheat, and steal their way to the top. And then they go into politics.

Anyway, some attorneys earn big money and don’t know the first thing about marketing. They never needed to and they never will.

God bless ’em.

Now, what about the rest of us?

Most attorneys work hard and do good work for their clients. But that’s not enough to build a big practice anymore. It’s too unpredictable, and too slow. We can’t wait for things to happen, we have to make them happen.

Yep. Marketing. Getting our story told to more people. Sharing information with prospective clients so they know about the law and their options and can make better decisions. And treating people right so they want to hire us again and tell everyone they know about our greatness.

Marketing isn’t easy. You have to work at it every day. Not all day, but every day. Talk to someone. Write something. Read something. Do something.

Yeah, I’d rather be lucky. And better looking.

Maybe in my next life.

Marketing isn’t easy, but it is simple. Follow these instructions.

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Filed Under: Marketing legal services Tagged With: , , ,

Who is your favorite client?

March 21, 2013 by
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In a previous post, I talked about how to get more clients like your best clients. I was referring to the class of clients who provide you with the most work, the most referrals, and the least amount of trouble.

Today, I want you to think about your favorite client.

Not your biggest or best client, necessarily, or the one who sends you the most referrals. I’m talking about the client you most like being around.

Identify them by name. Picture them. Think about them.

Why are they your favorite?

Is it their personality? Are they easy going? Do they make you laugh?

Knowing why someone is your favorite client will help you more easily spot people like them, if not actually attract them.

Do you remember where you met them? Networking? Who introduced you? Through an ad? In what publication? A referral? From whom?

If you were introduced to your favorite client through another client, for example, maybe you should be paying more attention to that mutual client. If you met them at a Rotary event, maybe you should spend more time at Rotary events.

But this exercise isn’t just about finding more clients like your favorite clients. It’s not just about marketing. It’s about appreciation. Counting your blessings. Feeling good about yourself.

You see, you would not have a favorite client if you didn’t attract them into your life. And you wouldn’t attract them if you didn’t have some of the same qualities that you admire in them.

Like attracts like. The things you appreciate about other people are things you appreciate about yourself.

So, here’s what I want you to do. I want you to call your favorite client and say, “I just want you to know that you are my favorite client.” Tell them what you like and appreciate about them. Go put a smile on the face of your favorite client.

And then give yourself a pat on your back for being so damn attractive.

Marketing is everything we do to get and keep good clients. Here’s where to start.

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Filed Under: Inspiration, Marketing legal services, Personal development Tagged With:

Lawdingo.com: how NOT to build your law practice

March 20, 2013 by
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Cue Rod Serling:

“Meet Jerry Finster, picture of a desperate lawyer. Don’t let his smile fool you. It is nothing but paint and plastic, a mask he wears to hide his pain. Like other lawyers, Jerry once had big plans for his career. But Jerry listened to some bad advice and now, he sells his soul in five minute increments to anyone with a question and a sawbuck. You’ll find Jerry in his booth at a place called lawdingo.com, where other desperate lawyers have set up shop. The sign over his booth says you can talk to him at 10, 12, 2, or 4. The truth is you can talk to Jerry at any time. He’s waiting for you now. If you want some cheap advice, go see Jerry. But don’t go looking for him on the World Wide Web. You can only find him in a place called The Twilight Zone.”

Perception is everything. If you look desperate (or even just hungry), in the eyes of the world, that’s what you are. There are, I am sure, many fine lawyers answering questions on sites like lawdingo.com, and I’m sure they are getting some clients. But is it worth it? I say no. You may get clients but you won’t build a practice, at least not one you want.

When I first started practicing, I volunteered one day a week at a legal clinic. I got a few clients out it (and a lot of real world experience). The people who visited the clinic didn’t have much money. When they hired me, they paid maybe twenty cents on the dollar. They needed help, I needed the money.

But I was careful. I never told my “real clients” about what I was doing at the legal clinic. They needed to see me as successful. I could look the part and build my practice on Wilshire Boulevard in Bevery Hills and nobody knew I was bringing in rent money from the legal clinic on Pico.

You can’t do that today. The Internet won’t allow it.

I could be wrong. (I’m not, but I guess I should say it.) See for yourself. Pretend you are a client looking for a lawyer. Browse through the listings of the lawyers on lawdingo.com and see what you think. (Could they have come up with a worse name?)

Click on the button to sign up as a lawyer. But before you fill out the form, imagine that your “real clients” find you on this site. What do you suppose they would think?

If you’re not desperate, the last thing you want to do is look like you are. If you are desperate, the last thing you want to do is look like you are.

There are better ways to build your practice. You’ll find them here.

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Filed Under: Image, Marketing legal services, Online Marketing Tagged With:

Attorneys want to know: How often should I email my list?

March 15, 2013 by
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After yesterday’s post about email, I heard from a lawyer who wanted my take on his email signature. Ah, but it wasn’t a signature, it was an attachment (pdf). I pointed out that

  • Some email servers treat emails with attachments as spam so his emails might not get through,
  • Some people refuse to open attachments because they’re afraid it might contain a virus, and
  • Many people simply won’t take the time to open an attachment.

So, while his attachment has some good information in it, a lot of people will never see it. I recommended a simple text or rich text signature, so people can see some basic info, and a link to a web page for those who want more.

Now, pdf’s are one thing. When I get an email with an MS Office document attached that I am charged with reviewing, unless there is a reason I need to see the original formatting, I often reply and ask the sender to cut and paste the text into the body of the email. It’s not so much fear of a virus as convenience. It’s easier for me to respond to a text email with my responses or corrections, especially if where there will be a series of back and forth corrections.

Okay, maybe that’s just me. But just in case it’s not just me, my advice is to not send attachments unless you have no other choice.

Onward.

How often should should you email your list?

Often.

If you’re providing valuable information (newsletter, blog posts, resources), information people want and have signed up for, don’t hold back. Write as often as you can.

I email every day, five days a week. I hope you find value in what I write. If you don’t, or you don’t have time to read every email, you can save my emails for later, delete them, or un-subscribe.

There, I said it.

Hey, it’s not a bad word. I get a lot of people un-subscribing from my list. And that’s good.

How can that be good? Well, if they don’t value what I’m sending them for free, they’re not going to hire me or buy something from me, so why clutter up my list or their email inbox?

That’s reality. Some love ya, some don’t. Some listen to your advice, some don’t. Some only want free stuff and will never buy anything, some will.

The same goes for your list. Think about it: Would you rather have a list of 10,000 people who don’t read your emails and won’t hire you or a list of 400 people who read every email, share your content, promote your web site, hire you, and send referrals?

Exactly.

And guess what? The more often you mail, the more of your services you’ll sell. That’s a fact, Jack.

So don’t worry when someone un-subscribes from you list. It’s a good thing. And don’t worry about writing too often. As long as you are sending valuable information that (the right) people want to consume, you almost can’t mail too often.

I’m on several email lists that don’t send valuable information. Every email is either an ad or an invitation to a webinar where products will be pitched. No tips, resources, or advice. And many of these email me daily. Sometimes twice a day. Why on earth do I stay on these lists? The value to me is that it lets me see what other marketers are doing. I skim and delete. But I stay subscribed.

Value is in the eye of the beholder.

Now I don’t recommend emailing nothing but ads for your legal services. It’s true, these marketers wouldn’t continue sending nothing but ads and webinar invites if it wasn’t working for them, but they’re not selling legal services. Make your email (and website content) 90-95% valuable content, only 5-10% promotion.

And every practice is different. I doubt many people want to get daily emails from their criminal defense attorney no matter how good the information is. But every client is also a consumer so if you are sending consumer tips and advice, daily might be just fine.

There is a risk in not emailing often enough. If you email quarterly, for example, you risk people forgetting who you are and sending your email to spam. Not only do they ignore your message, you get penalized.

You need to write often enough to keep your name in front of your list. Once a month is probably the minimum, and that’s cutting it close. Once a week is much better. If you don’t think you have enough for a weekly email, write shorter emails. One or two tips is all you need.

Stay in touch with your list. You can build a very large law practice with email.

Create value. Build a list. Mail often.

Marketing made simple: The Attorney Marketing Formula

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Filed Under: Communication, Email, Marketing legal services, Technology, Writing

When lawyers say, “I don’t have time for marketing,” they really mean, “I don’t want to”

March 13, 2013 by
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Admit it. When it comes to marketing, if you’ve ever said, “I don’t have time,” what you really meant was, “I don’t want to.” Not having time is simply the excuse.

How do I know? Because you do have time for marketing.

I’ll prove it.

How long does it take to call a former client and say, “Hello, I hope you’re doing okay”? Three minutes if they answer the phone? Sixty seconds if you leave a message?

Too long? Okay, how about sending an email? It might take five seconds to insert their email into a template and click the send button.

Five seconds. Could you do that once a day?

Of course you could. If you wanted to.

So the real issue is why you don’t want to.

Fear? (“I don’t want to sound like I’m fishing for work.”)

Ego? (“I shouldn’t have to do this.”)

Well, while you figure that out, I’m going to give you a suggestion that may help:

Do it anyway.

You don’t have to want to do it. Do it because you want the results.

You don’t exercise because you want the pain. You want a lean, strong, and healthy body. You want to look good in your clothes. You want to feel good about yourself. So you put up with the pain and inconvenience and hit the gym three or four days a week, whether you feel like it or not.

Marketing works the same way. You do it because you want the results.

Fall in love with the results. Get excited about the idea that a few minutes a day could result in thousands of dollars per month in additional income.

In the time it took you to read this post, you could have found your next client. And you wouldn’t even break a sweat.

Marketing is simple. Start here.

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Filed Under: Increase your income, Marketing legal services, Productivity, Time Management

Improve law firm marketing with daily and weekly routines

March 12, 2013 by
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My wife and I know a family who eats roast chicken for dinner every Monday night. Tuesdays, it’s meatloaf. On Wednesdays, you’ll find them chowing down on pasta.

Every day of the week has a specific dinner meal and they have been eating that way for years.

I always thought this would be boring. I like not knowing what’s for dinner. Variety is the spice of life.

And yet, I can see the logic behind it. Shopping is easier. You don’t have to learn any new recipes. Besides, don’t most people regularly eat the same five or ten basic meals for dinner? We just don’t eat them on the same day every week.

Anyway, while routine dinner planning may not be your cup of tea, when it comes to marketing legal services or managing your law office, a routine could be just what the doctor ordered.

“Did he just put three cliches in one post? He’s weird.”

Homage to one of my favorite comedians, Jim Gaffigan.

Hot Pockets.

Back to work.

What if you established a routine in your office where every Monday was “communication day”. That’s the day you send out emails to former clients, make calls to check in with your professional contacts, and write an article for your newsletter or blog.

Tuesdays might be networking day. You have lunch with a professional or a prospective client, and schedule lunch for the following Tuesday.

Wednesdays could be “clean up and organize day”. You clean out your email inbox, tidy up your desk, consolidate notes, and plan the rest of your week.

Thursdays, might be seminar day. You work on planning, writing, and promoting your latest seminar, teleconference, or video.

Fridays? Pizza day, of course. You bring in pizza for lunch, meet with your staff, and brainstorm marketing and management ideas.

You could set aside two hours every Thursday and make that “writing time”. Or 30 minutes every morning at 10 am as “calling time.” You call people you met at networking functions or you call former clients to say hello and update their contact information.

You get the idea.

With daily or weekly routines, you don’t have to think about what to do. You already know.

And because you know that next Wednesday is writing day, throughout the week, your subconscious mind will come up with ideas. On Wednesday, you’ll be ready.

Do you use routines in your practice? Please share in the comments.

Marketing is simple. Click here to find out what you’re missing.

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Filed Under: Law office management, Marketing legal services, Marketing Plan, Productivity Tagged With: , ,

Lawyers, do you need clients? That’s why you don’t get them.

March 11, 2013 by
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Nobody wants to hire an attorney who needs clients. They want an attorney who is extremely busy but willing to make room for one more deserving client.

Busy attorneys are successful. Validated by their busy-ness. They must be good. Look at all the other people who say so.

Attorneys who need clients are not successful. They may be competent, they may deliver great service, they may be everything a client could want in an attorney, but if they need clients, well, they can’t really be good, can they?

To attract good clients you need to be attractive. That’s not something you can fake. This is not about pretending to be busy or letting people think you are important because you had lunch with someone important. Being attractive is not on the outside.

Being attractive means knowing your value. It means loving yourself and your gifts and wanting to share those gifts through your work. It means walking with confidence and an inner peace, trusting completely in the inevitability of your success.

Being attractive means knowing that no matter what your financial situation is right now, you don’t need clients, they need you. You don’t look for clients, you let them find you.

Wanting clients is fine. Needing clients is why you don’t get them.

Marketing means showing people the value you offer. Here’s how.

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Filed Under: Image, Marketing legal services, Personal development, success Tagged With: ,

Build your law practice more quickly by compressing time and leveraging effort

March 7, 2013 by
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You’ve heard me say it many times before:

Do something marketing-related every day. Make a few calls. Send a few emails. Write a blog post. Jot down some ideas. You can make significant progress with just 15 minutes a day of effort because of the compound effect of doing something every day.

To build your practice more quickly, you should compress time and leverage your effort. You compress time by

  1. Doing things faster,
  2. Doing things more often, and
  3. Doing things in bigger chunks.

You do things faster by getting better at them. That comes from experience and from learning (new techniques, shortcuts, different methods).

Doing things more often means doing something three times a day instead of once. Or every day instead of every other day.

Doing things in bigger chunks means instead of doing something for 15 minutes, you do it for two hours or an entire day. You will get further ahead by compressing several weeks of activities into a single day because the bigger chunk of time allows you to create momentum.

You will also grow more quickly by leveraging your effort. That means getting more results out of the same activities.

An example of leverage would be networking with potential referral sources instead of prospective clients. By attending the Kiwanis Club dinner, you may make friends with someone who needs your services, and that’s good. A more leveraged result would be making friends with the president of the Kiwanis Club, who knows everyone in that chapter and five others.

Another example would be doing things that have a “long tail,” i.e., writing an article that will reside on your web site indefinitely, continually pulling in leads and new business. If you’re going to spend an hour writing something, write something that will produce a residual “income”.

A third example of leverage is re-purposing your content. You do a presentation. Now, take that presentation and turn it into five blog posts, three videos, and an ebook. Don’t settle for a one time presentation to 50 people when you can re-purpose your content and get it in front of 5,000.

A fourth example of leverage is re-distributing your content. You take your report and send it to everyone on your list. You put it in your new client kit. You put it on a download page and link to it on your web site. You give print copies to your referral sources and ask them to put them in their waiting rooms. You email a pdf to your clients and ask them to forward your email to their friends and family.

You’ve heard the expression, “working smarter”? Now you know what it means.

For more ways to compress time and leverage effort, get this.

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Filed Under: Increase your income, Marketing legal services, Productivity, Time Management Tagged With: , ,

Public speaking tips for lawyers

March 6, 2013 by
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Public speaking is a great way for lawyers to build their reputation and meet new contacts. But great material isn’t enough to make a great presentation. You have to deliver that material with a great performance.

The first rule of public speaking is displaying good energy. You may be passionate about your subject matter but unless you transfer that emotion to the audience, through your words, tone of voice, and body language, your message won’t get through.

I’ve had to work on this myself. I recall a time about ten years ago I gave a presentation and when I got off stage I asked my co-presenter what he thought about my talk. He said, “Do you drink coffee?” When I said I did, he told me I should drink more.

If you do any live presentations (or want to), here are a few tips for doing a better presentation:

  • Don’t attempt to teach your audience everything. A few key points is all you need and all anyone can handle.
  • Never tell “the history of” anything. Get to the point: what do I need to know right now?
  • If you use slides, don’t cram them with text. A few lines with a few words each.
  • Speak into the microphone and project your voice to the back of the room. Nobody will hear you or understand you if you sound like Charlie Brown’s teacher.
  • Modulate your voice. Use a mixture of highs and lows, fast and slow pace.
  • Talk to the audience, not at them. Ask questions, tell stories, say something unusual or funny.
  • Make eye contact with as many people as you can. Use their names if you know them or you can read their name tags.
  • Don’t just stand there, move. Walk around, gesture, throw something (just kidding).
  • Keep it short. Twenty minutes is about all anyone can handle before their mind wanders.
  • Tell them what to do next. Give them a web site and tell them what to do when they get there. Offer something in return for their business card. Or give them a homework assignment.
  • Thank your hosts, thank the audience, and thank God nobody fell asleep.

I’m certainly not the best speaker in the world. But I’m better today than I was last year and I’ll be better next year than I am this year. Speaking is a skill and it can be learned. Practice, get feedback, and practice some more.

Being an attorney will get you asked to speak. Being a good speaker will get you asked back.

Want more ways to build your reputation? Here’s The Formula.

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Filed Under: Marketing legal services, Personal development, Presentations, Public Speaking Tagged With: ,
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