It’s complicated. You might get more leads, but pay so much for them (and this includes the cost of your time) they don’t seem worth it. But before you say, “I’ll take better leads for $200,” there’s something else to consider. 

Actually, two things.

The first is the “back end”. 

A lead may turn into a small case or client, providing barely enough revenue to cover the cost of acquiring them, but bring you enough work after that (on the back end) to make them exceedingly profitable. 

You need to consider the lifetime value of a new client. That includes all the work they hire you to do, all the direct referrals they send you, and all the leads they send you.

The second thing to consider is what you do (and don’t do) with your leads. 

Two lawyers. Lawyer number one gets a lead, sends out information, talks to the prospect, shows them some dogs and some ponies, and the prospect signs up. Or they don’t.  

Lawyer number two goes through a similar process, but when the prospect doesn’t sign up, follows up with them, and continues to follow-up with them until they do sign up. 

As a result, lawyer number two converts more leads into clients. 

Lawyer number two does something else lawyer number one doesn’t do. He follows up with leads that do sign up. He stays in touch with them, generating repeat business, referrals, traffic to his website, attendees at his presentations, and subscribers to his newsletter.

All of which generate more revenue and more profit.

The number and quality of your leads are important. But just as important, and often more so, is what you do with those leads.

How to use email to get more leads and convert them to clients

Know, like, trust. Key components for building relationships. A well-known process for creating clients out of strangers, based on the premise that “all things being equal, clients tend to hire the attorney they know, like, and trust”. 

So, job one is getting people to know you. Because they can’t like or trust you before that. 

But that’s not entirely true.

While they can’t “know, like, and trust” you before they meet you, to some extent, they can know, like, and trust you by reputation. 

Which is why you want to get your name and story in front of them, as often as possible.

When prospective clients are familiar with your name and reputation, it invokes the “mere-exposure effect,” a psychological phenomenon (cognitive bias) characterized by people preferring things (people, objects, concepts) with which they are familiar.

And that, bucko, is why I repeatedly tell you to make lists and stay in touch with the people on those lists.

The more often they hear from you, the more familiar you become, and the more likely it is that they will prefer you.

It’s better if you write about things that are important to them, or things they find interesting or helpful. But not nearly as important as continually getting something into their inbox. 

So don’t worry about your “open rate”.

When they see your name each week, they are continually reminded that you still exist and are still available to help them (or people they know). And that happens even if they don’t open and read your message. 

Because of this, if and when they need your help, they will find your email, get your contact information, and contact you. 

I love it when a plan comes together, don’t you?

Email is the simplest way to stay in touch with your lists