Marketing legal services Archives - Page 36 of 129

Why the majority is always wrong

April 7, 2020 by David M. Ward

In a well-delivered TED Talk about high performance, Paul Rulkens points out that only 3% of the population achieves extraordinary results and that the common denominator among them is that they eschew industry standards.

High achievers don’t do what everyone else does. They do something different.

The majority conform to industry standards and customs and consequently achieve average results. That’s why, when it comes to high performance, the majority is always wrong.

The speaker pointed at two companies that made their bones by going their own way. IKEA went against tradition by asking customers to assemble their own furniture. Dell built their brand without opening a single retail store.

How about the legal field?

Think of the lawyers you know or have read about who are at the top of their field. The odds are there is something about them that’s different.

It may be their personality or remarkable trial skills and record. They may have notable clients or a track record in a certain niche. They may have taken on controversial clients or cases or championed a notorious cause.

Yes, they may have had the right connections or stumbled into a bit of luck, but you can bet they parlayed their luck into even bigger success.

As the presenter pointed out, great achievers think out of their industry’s box, while the majority run their lives on auto pilot.

If you want to be among the 3% and leave the majority behind, one place to start is by looking at how your competition does (or doesn’t do) their marketing and make that your point of differentiation.

One idea, one campaign, can make all the difference.

To learn how to do that, head on over here

Filed Under: Marketing legal services, success

Thereâ€™s no such thing as a former client

April 2, 2020 by David M. Ward

Everyone who has ever hired you is still your client.

At least that’s how you should think of them, even if you haven’t done any work for them in ten years.

They’re still clients and you should treat them that way.

Yes, you should give more attention to clients you’re currently working with but don’t ignore the others.

They may have another case some day. They may have referrals. They may promote your video or send traffic to your website. They may know someone who needs help with something one of your referral sources provides. They can help you build your social media following and your email list.

Stay in touch with them. Remind them that you’re still practicing, still available to help them and the people they know.

Do the same thing with prospective clients and professional contacts.

Send them information, keep them informed about what you’re doing, and invite them to stay in touch with you, too.

Because one day, maybe soon, some of your “former” client will wake up and become “current” clients, or do something else that makes you glad you didn’t forget them.

The easiest way to stay in touch with clients and prospects

Filed Under: Increase your income, Marketing legal services

The best marketing you can do right now

April 1, 2020 by David M. Ward

Phones quiet? Not a lot of work coming in? Courts closed?

Now would be a good time to do some marketing.

But what?

The same kind of marketing I nag you about all the time, only now you have time to do it on a bigger scale.

It’s one of the simplest and most effective kind of marketing a lawyer can do.

Get on the blower and blow.

Call your clients (and former clients) to say hello, wish them well, and ask if there’s anything you can do for them.

Works well during good times. Should work like gangbusters now when people are concerned about the future and not too busy to take your call.

Don’t expect to get any work when you call, but don’t be surprised if it does.

Right now, you may learn what your clients want to know so you can get the answers for them and share those answers with your other clients and in your newsletter.

If someone need help with something you don’t do, you can refer them to someone who does, earning Brownie points with the client and the professional or business owner to whom you refer them.

Mostly, you’ll strengthen your relationship with the people who once put bread on your table and who will again.

They’ll appreciate you and remember that you thought about them, and while others wrote to them and wished them well, you were the one who made a personal call.

Mark my words, when things get back to normal and they need legal help or know someone who does, they’ll be calling you.

So, how many clients will you call this week?

How to use a newsletter to build your practice

Filed Under: Client loyalty, Client relations, Marketing legal services

Positioning yourself for the coming upswing

March 31, 2020 by David M. Ward

If you have some downtime right now, consider using some of that time to invest in the future of your practice or career.

Think about what’s next for you, make plans, research ideas, and do things you might not have time to do when everything gets back to normal.

Here are a few ideas to get you started:

Brainstorm additional ways to promote your services
Outline your book (or finish writing the thing)
Create a new lead magnet (or update an old one)
Clean up/organize your computer desktop and documents
Give your website a makeover
Research some new keywords
Learn how to use new software
Start your newsletter
Update your social media profiles
Add a new social media platform to your mix
Get ahead on CLE
Read books, take courses on personal development
Write content for your newsletter or blog
Research new target markets
Make a list of professionals you can approach to propose marketing alliances
Clean out your email inbox
Research new marketing or advertising platforms
Clean up your smart phone: delete unused apps, delete or download photos and documents
Update passwords, add 2-factor authorization
Clean up your “to read” list(s)
Brainstorm/research ways to build your email list
Work on a new presentation, speech, or video
Go over your budget and create plans to reduce spending and/or debt, or increase investment and retirement funds
Explore ways to give back to your community (run for office, promote a charity, donate, volunteer)
Revise/create a new campaign to stay in touch with your former clients

Before you know it, normal life will return and you’ll be glad you took care of some of these, instead of getting to a higher level in your favorite game or binge watching your latest guilty pleasure.

How to start a newsletter to build your practice

Filed Under: Marketing legal services, Productivity

Overwhelmed?

March 30, 2020 by David M. Ward

I’m not talking about the recent news, I’m talking about your practice.

Too much work to do, too much to read, too many projects in your pipeline that never get off the ground.

Every day, you get 50 emails about marketing and managing your practice, on top of emails relating to client work and emails from someone trying to sell you something.

You don’t want to miss something important. But sorting the wheat from the chaff takes mental energy. . . and time.

I get it. It’s daunting.

But you’re running a business with a lot of moving parts, people, and important issues, and details matter. So, in addition to the work, you have to stay on top of everything else.

Sometimes, a lot gets pushed to the side, or to the future. Sometimes, the work doesn’t get done on time. Sometimes, you finish the day exhausted.

And the emails continues to pile up.

Here’s the thing.

The lawyers who earn top dollar have as much work as you do and get just as much email as you do, but they don’t get overwhelmed.

Because they work LESS than most lawyers.

They’re able to do that because they’ve set up their practice so they only focus on the most important tasks.

The tasks that move the needle.

The tasks that bring in more clients and better clients and let them continually grow their income.

If you’d like to find out how to do it

Go here

Filed Under: Law office management, Marketing legal services, success

How often should you blog?

March 27, 2020 by David M. Ward

How often should you publish a new blog post?Â Often.

According to this infographic, “82% of marketers who blog daily acquired a customer using their blog as opposed to 57% of marketers who blog monthly”.

A few reasons:

The more you post, the more opportunities you have to get found by search engines or shared by visitors.Â
Uncle Google tends to see frequent publishers as authorities. Prospective clients who visit your blog are likely to do the same.
More content gives you more chances to keep visitors reading your content. The more time they spend on your blog, the more likely they are to take the next step.Â
More content and a more frequent publishing schedule helps others bloggers and influential sites see you as an authority, making them more likely to link to you
Once published, your content lives forever. Something you wrote two years ago can continue to create leads and produce clients for you.Â
Inbound marketing is more personalized in the sense that you can tailor your content to the interests and needs of your target market.Â

The infographic also shows that leads produced via inbound marketing have higher conversion rates. One reason is that prospective clients are more likely to trust you (because they found you).Â

Inbound marketing also has a lower cost-per-lead.

You don’t have to publish daily to realize most of these benefits. Just more often than once a month or once in a while.

Start with once a week. As you find yourself getting more leads and more new clients, you may suddenly find the time to publish more often.Â

How to use a blog to make the phone ring

Filed Under: Blogging, Marketing legal services, Online Marketing

Why you shouldn’t sell legal services

March 26, 2020 by David M. Ward

It may sound like I’m picking a nit but this is important.

When prospective clients search the Internet or ask their friends for a referral, they’re not looking to hire a lawyer or “buy” legal services.

Not really.

They’re looking for someone who can solve a problem for them.

They’re looking for relief from a failed marriage. They’re looking to collect money that is owed to them. They’re looking for protection from creditors, the tax man, or criminal authorities.

Your services are the solutions to these problems.

When you start marketing your services from this point of view, two things happen.

First, you’re now offering something people want to buy. Which means your marketing is much easier and more effective.

And second, because you’re solving painful problems and delivering valued benefits, you can charge more than if you were only selling your services.

Sometimes, a lot more than your competitors.

Because they’re selling a commodity, while you’re selling a way out of a seemingly hopeless situation, relief from pain, security, hope, and financial well-being.

So, the next time you run an ad, do a presentation, write a blog post, or talk to a decision maker, make sure you talk about the problems you solve and the results you deliver.

To learn how to do it right, check out my marketing course

Filed Under: Marketing legal services

Are legal services necessary during a pandemic?

March 24, 2020 by David M. Ward

Your services may be needed right now but many people who need them aren’t buying.

They’re watching their dollars and unless they have an urgent need to hire an attorney, those dollars are likely to be spent on something else–or on nothing at all.

So, right now, your marketing should primarily be focused on “after”.

After things get back to normal, after people are working again, after the kids are back in school, when people realize they need to talk to a lawyer, you want to be the one they choose.

What should you do now? Not much.

This is not the time to be making special offers or promoting anything.

Just be there.

Use email and social media to connect. Provide information, share stories, and let people know you’re around if they want to talk to you.

Don’t change who you always were and always will be–adviser, advocate, neighbor and friend.

If you ordinarily advertise or use direct mail, scale back for now but think twice before stopping completely. You may find there is still enough business available to cover your costs, allowing you to keep your name in front of your market.

Finally, now would be a good time to pick up the phone and call some of your clients and professional contacts.

Ask how they’re doing and wish them well.

Because personal connections are always the best kind of marketing, but especially now when everyone is hungry for human connection.

Start or build your newsletter

Filed Under: Marketing legal services

Stalking lawyers for fun and profit

March 17, 2020 by David M. Ward

When it comes to marketing and practice building, most lawyers get a lot of things wrong. But they get some things right and if you want to compete with them, and beat them, you need to know what they’re doing.

The simplest way to do that is to study them. Make a list of successful lawyers in your practice area (they don’t have to be in your local market) and go to school on them.

Visit their website and blog, read their posts and articles, note what they say and how they say it, see what widgets and other elements they include on their site and which ones they don’t.

Sign up for their newsletter and study that, too. What are they writing about? How often do they publish? How long are their emails?

Study their social media footprint. Which platforms do they use most, how often do they post, who do they follow and who follows them, what do they post about, and what do they do to stimulate engagement or encourage followers to take the next step?

Study their posts and articles that have the most engagement (shares, comments, re-Tweets and Likes). You’ll get a boatload of ideas you can write about and if those subjects resonated with their readers and followers, there’s a good chance they will resonate with yours.

Listen to their podcasts. Look for interviews they’ve given to the press or to bloggers or vloggers. Look for clues about other marketing they do–speaking, networking, advertising, referrals, public relations, and anything else.

One thing you’ll undoubtedly notice is that most attorneys do what others lawyers do, and when it comes to marketing, that means “not much”.

Study what they’re doing, so you can emulate what’s working (not copy it) and see what you can deduce isn’t working so you can avoid it.

You won’t learn everything you need to know by studying other lawyers but you’ll learn more than you know now. And you might find a kindred spirit (who doesn’t compete directly with you) to whom you can reach out to share ideas and referrals.

To learn how to get more clients with your newsletter, go here

Filed Under: Marketing legal services, Newsletters