People associate value with price. So when you offer something free, like a report or a consultation, they might think it is has less value, or, with a consultation, nothing more than a sales pitch for your services.

If they do, they might decline your offer and never become a prospect. Or they might download your report information but, because it is free, either never get around to reading it or never taking it serious enough to take the next step.

Should you charge for these things instead?

Maybe.

If someone pays hundreds of dollars to consult with you, or even $10 for your book, they are more lkely to read or listen to your information or advice and are thus more likely to sign up as a client.

Paying makes them a better prospect because they pay attention and know more about their problem and your solutions. They also get a sense of what it would be like to have you as their attorney.

But there’s a tradeoff. Fewer people will buy your book than will download a free report. Fewer people will pay to talk to you than will avail themselves of a free consultation.

But maybe that’s a good thing.

You’ll have fewer prospects but probably sign up a higher percentage as paying clients. And those clients are likely to be better clients because they’ve already heard some of your advice and found it valuable enough to pay for more.

On the other hand, a much bigger list of prospects with whom you can stay in touch (via email, letters, social media, etc.) is a very cost-effective way to bring in a lot more business.

For most attorneys, especially those who target consumers and small business clients, I suggest giving away lots of free information and using it to build a list. Best bang for your buck.

I suggest you also write a book and sell it because being an author gives you a level of authority most attorneys don’t have (and you get paid for leads.)

Free consultations aren’t right for every practice. But if you’re in a competitive market where they are common, not only do you probably need to offer them to stay in the running, you should consider making your consultation much more valuable than what other lawyers offer, e.g., more time, more information, and other benefits (a free copy of your book, for example), and promoting the heck out of it.

Just some thoughts to make your life more complicated but also more remunerative.

We’ve all been asked this, haven’t we? What are our hobbies, outside interests, things we do when we’re not working?

We often minimize these while we’re building our practice because they take time away from our demanding career.

What if you didn’t have to do that? What if you could do both?

Even better, what if you could use your outside interests to help you build your practice?

You can. And you should.

Pick something that interests you. Something you would like to do more of.

Let’s say you like horses. Riding, showing, watching them race, reading Dick Francis novels, painting them, or anything else.

How on earth could any of that help you build your practice?

That’s simple.

A lot of other people like what you like and some of them need your services or know someone who do.

They might share your interest or they might be in a business or profession that works with, sells to, or advises people in that niche.

If you handle personal injury cases, wouldn’t it be great to represent horse lovers? You have something in common, and that commonality gives you a way to connect and possibly dominate that market.

If you handle business transactions, wouldn’t it be great to represent businesses related to the horse world? Trainers, breeders, feed companies, track owners, and so on?

And, don’t forget the professionals and influencers—the lawyers and accountants and brokers and bankers, the bloggers and authors, podcasters, and event organizers who target the horse world.

No matter what the niche, there are people in it who might hire you, refer you, or promote you. People who might interview on their podcast or book you as a speaker at their event. People who want to hear your story and introduce you to people they work with.

You speak their language. Understand them. And can (eventually) cite examples of things you’ve done and clients you’ve helped in that niche, giving you an advantage over lawyers who can’t.

Point taken?

Choose a niche that interests you. Get to know the people in it. And have fun while you build your practice.

This will help you choose your niche

What’s your thing? Figure that out and build your marketing (and practice) around it.

Are you a decent writer? Blog posts, articles and newsletters might be your jam. Do you have a book in you? Write it (or hire a ghostwriter) and get it done. It could become the centerpiece of your marketing, firmly entrenching you as an authority in your field.

Are you active in social media? Would you like to be? Millions of people are available to “talk to” and some of them need your help or know people who do.

Networking might be your thing, but which type? Some lawyers network at business and professional functions. Some do charitable work and meet people who know people. Some do business on the golf course. Some ask people they know to introduce them to people in their niche. What sounds right to you?

How about speaking? Many a lawyer has built their career standing on a stage. Many others do well sitting behind a microphone and teaching something or answering interviewers’ questions.

Advertising works. Can you do that in your state or country? Is it appropriate for your practice area? Do you have deep enough pockets to hold your own against better financed competition?

Let’s not forget referrals. Do you get a steady stream of referrals from your clients? From other professionals? Would you be happy getting more?

What do you do? What would you like to do?

If one of these strategies is your thing, keep doing it, get better at it, and leverage it for all it’s worth. You can also do other things, but consider making one thing your main thing.

It might be the only thing you need to build a massively successful practice.

If you want to get more referrals from your clients, this shows you what to do