Couldn’t have said it better myself

January 10, 2019 by
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I read an interview with Promise Tangerman, the founder of a “boutique graphic and web design studio.” The title of the article in Forbescaught my eye: “The key to success according to this tech founder? Stick to your niche”.

I thought that if you don’t want to listen to me when I pound the table about that very subject, maybe you’ll listen to her. 

Here’s an excerpt:

Karin Eldor (the interviewer): “Why is the concept of focusing on a niche so important to you?” 

Tangeman: When your industry feels flooded with other people doing the exact same thing as you, you have to be different in order to stand out, and you have to stand out in order to get the sale. The number one question I get asked on a daily basis is: “How do I get more customers and clients?” That answer is simple: focus on your business and create a niche for yourself.

A niche is when you create a very specific product or service that only appeals to a small group of people. So you’ll create a more focused product, market it to fewer people, and as counterintuitive as it seems, actually make more money.

Eldor: Why do believe creating a niche will help you attract more customers and clients?

Tangeman: For starters, your business will be considered unique, so people will have a reason to talk about you and tell their friends about you. As well, you’ll be viewed as a specialist in the sector of your industry, and therefore you’ll be your specific customer’s first choice. And you’ll have a better, more targeted product, so people will be willing to pay a higher price for it. As a result, you’ll have a higher and faster conversion to sale, because you’ll know exactly where and how to market your product.

Change “product” to services, “customers” to “clients,” “higher prices” to “higher fees” and this could have been written for lawyers. 

So, here I am, standing up and doing the Simon Cowell “slow clap”. Maybe even hitting the golden buzzer. 

Discover how to choose the right niche for your practice

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Filed Under: Marketing legal services Tagged With: ,

Your 30-Day Marketing Challenge

January 3, 2019 by
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I keep hearing about 30-Day challenges. For writing, for creating new habits, for getting your home or office organized. Apparently, you challenge yourself to focus for 30 days on something new and efficacious and work your booty off to get it done.

So, how about a 30-day marketing challenge?

Choose an area of your practice you want to improve or grow. Something you can measure like new clients or new subscribers would be good. Then, pick a number: how many in what period of time?

Notice, it’s not “how many in 30 days”? You probably won’t see the bulk of your results until well after 30 days. 

With me? 

Next, what can you do to bring about that result?

I suggest you choose one or two strategies–no more than three–because you’ve got to keep things simple (or you won’t do them). 

Got it? 

Let’s say you want to bring in two new clients per month within 90 days and you’ve chosen networking to find new referral sources as your strategy to do that. 

You can do this in person, online, or both. You can find professionals by showing up at a group (again, in person or online), or by asking your current referral sources (and clients) to introduce you, or both. 

Your plan calls for you to introduce yourself, find out what they do and tell them what you do, and look for ways you can work together. 

That’s a good plan, by the way. Simple, do-able, and likely to produce results. 

Next, set up a schedule. Every day, for the next 30 days, what will you do? Block out 15 minutes or 30 minutes or 60 minutes a day on your calendar to do it. 

You can take this challenge on your own or with a workout or accountability partner. Find someone who wants to take the same challenge or a similar one and help each other. 

You can accomplish a lot with 30-days of sustained effort. All that remains is for you to do it. 

Here you go: Lawyer-to-lawyer referrals

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

Here’s your plan

December 21, 2018 by
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With a little planning, next year could be your best year ever. 

Start by deciding what you want to improve or expand or what problems or bottlenecks you want to remove. These should be relatively high-level strategies that relate to your long-term goals. 

Things like

  • Entering a new market or niche
  • Developing a new skill or improving an existing skill
  • Offering a new service
  • Finding new referral sources/jv partners
  • Improving your billing and cash flow
  • Starting a newsletter, blog, or video channel
  • Cutting overhead
  • Trying (or increasing) PPC advertising
  • Hiring more employees/outsourcing
  • Streamlining your workflow

There are many more possibilities. 

Make a list and then choose no more than three to five strategies for the year. (If you get them done, you can go back for more).

The next step is to decide what “success” looks like for each strategy. 

What’s the desired outcome? How much/how many? When do you want this to occur? 

It might help to think about why you want this result. What will it help you do, have, or become? How will it materially improve your practice or life?

Write a short description of each desired outcome or goal. 

Once you chosen the what and why, it’s time to consider the how. How will you implement these strategies? How will you achieve these goals?

For each strategy or goal, write down specific action steps.  Make each step as simple as possible. Break up big tasks or projects into small, bite-sized pieces. 

Organize all of your action steps into logical order and add them to your task management system or calendar.

And there’s your plan. 

This will help you create a simple marketing plan

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

You’re doing something right

December 19, 2018 by
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Where are most of your clients coming from right now? Look at your current client list, tally up the score, and make some notes.

How many were referred by other clients? Which clients referred them? What legal issues? What did the referred client ask? What did the referring client tell them or do?

Describe what happened if you have it in your notes (and start taking notes if you don’t).

How many new clients were referred by other professionals? Write down the names of any and all referral-givers and the types of clients they’re sending your way.

How many clients found you online? What keywords did they search? What articles did they read? Which sites did they visit before finding yours?

How many came in from advertising? Which publications or sites? Which ads? Which keywords? Which headlines? Offers? What was the cost per click/per lead?

How many came from networking, speaking, writing, or other sources? Where? When? What did you say or do that led to them contacting you?

Look at last year’s new clients and cull out the same information. 

Look for patterns. Figure out where most of your clients or cases are coming from. Figure out where your biggest or best clients are coming from. Calculate your highest ROI’s on marketing.

You need to know these things so you can manage and improve your marketing. Tracking numbers will tell you what to repeat and expand, and what to reduce or give up. Keeping notes will help you improve your process and your results.

If you’re getting clients now, you’re doing something right. But you can always do better.

Marketing is easier when you have a plan

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Filed Under: Marketing legal services

How much is your time really worth?

December 14, 2018 by
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On my walk yesterday, I heard a doctor being interviewed on the radio. He was talking about his book. It was a one-hour interview and I wondered how much income he was giving up by not seeing patients during that time. 

When I got home, I checked the books ranking and saw that he was selling a ton of books. I guessed he probably earned $500 to $1,000 for the day. 

Was that a typical day or was there a spike in sales from his appearance on the radio?

Actually, it doesn’t matter. 

The book is clearly getting him a lot of exposure, and that exposure will bring him a lot of patients, and other opportunities to be interviewed. 

Promoting his book allows him to leverage his time and earn far more than he would have earned seeing patients for an hour.  

Which is how attorneys should think about all of their marketing. 

The hour you spend with a prospective referral source, for example, might open doors to an incalculable influx of new clients. Two hours invested in writing content for your website might lead to picking up a new client every month.

No, you don’t know if what you’re doing will work, or how well. You keep doing it, trusting that some things will work well enough to make it all worthwhile. 

In fact, if you keep doing “it” (marketing) long enough and consistently enough, you may eventually reach a tipping point where your practice starts growing at an accelerated rate. 

When that happens, when you’re bringing in more business than you can handle and your income is doubling and tripling, you won’t ask yourself if all that time you spent marketing was worth it.  You’ll ask yourself why you didn’t do more of it. 

The New Year is around the corner. Do you have a  marketing plan?


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Filed Under: Marketing legal services

Big plans start with small steps

December 12, 2018 by
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I did a coaching call with an attorney who is planning to leave the firm where he works and open his own office. He’s been planning this for a few years. 

I remember what it feels like to open your own office and I’m excited for him. He’s got a lot of promise, and a lot planned, and I think he’s going to be very glad he made this move. 

But there was one part of his plan that bothered me and I told him so. His plan called for him to immediately open two offices, followed soon by a third, in different cities many hours driving time from each other.

He has reasons for believing he can succeed in all three locations, and I have no reason to doubt this, but I told him he should start with just one. 

One office, get it going, make it profitable, hire help, and then explore opening office number two. 

Keep it simple. 

Simple means “something you can do”. Something he can do: open one office.

With some experience in opening the first office, some cash flowing and some help helping, he will have the knowledge and wherewithal to open the second office and make it profitable in less time and with less effort.

As for marketing, we talked about his many options, but here again, I suggested that he keep it simple. Other than getting his website up and running, that means continuing to do what he’s been doing to bring in business–an email newsletter. 

It is his primary marketing method and it’s working well for him. I gave him suggestions for expanding and streamlining what he’s doing, leveraging what he already knows and does to get to the next level. Given his experience, I have no doubt that he will do exactly that.

Start where you are with what you have. Good advice for marketing and opening offices. 

Marketing online for attorneys

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Filed Under: Marketing legal services Tagged With: ,

How to get more clients like your best clients

December 11, 2018 by
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Some clients are better than others. They have more work for you, they are willing to pay higher fees for better service, they treat you well and send you referrals.

Yes?

Ah, but while they may be better, they may not be your best.

Your best clients, your “ideal” clients, match a profile that you have decided is where you want to make your mark.

Your ideal clients have values that align with yours. They have needs and wants that you are better equipped to satisfy than most attorneys because you have more experience with clients like them. They have characteristics–personality, background, lifestyle, income–similar to those that identify your other ideal clients.

Your ideal clients provide you with your highest value and you want more of them. You’ll tolerate clients who don’t fit this profile but you target prospective clients who do.

Or at least you should.

Not just because you want more of them but so that you can appeal to them more effectively in your marketing.

When you try to appeal to everyone based solely on legal need, as most attorneys do, you dilute your message and diminish your results.

If you want your best clients to find you and hire you, focus your marketing so that it speaks exclusively to them. 

Most attorneys are “an inch deep and a mile wide” in their marketing. They aren’t intentional and they don’t focus.

Don’t do that.

To build a practice comprised primarily of your best clients, figure out what your ideal clients look like and show them why you are their ideal attorney.

This will help you create a profile of your ideal client

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Filed Under: Marketing legal services Tagged With: , ,

No, I guess I can’t handle the truth

December 3, 2018 by
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I heard a radio ad for a nutritional supplement. The ad began with, “Studies show the average person needs ten servings of fruits and vegetables per day.”

I don’t know if that’s true but it doesn’t sound true. Or maybe I don’t want to believe it because there’s no way I’m going to eat ten servings of fruits and veggies every day (and I like fruits and veggies).

In marketing, you can’t depend on the truth. Your premise or promise has to have verisimilitude—the appearance of truth or, “the quality of seeming real,” according to Merriam-Webster.

If it doesn’t, it will be rejected, or require a lot more proof than you have or are prepared to offer.

The ad then compounded the problem, claiming their product supplies the nutritional equivalent of 30 servings per day. Maybe it does. But coming on the heels of their first statement, I’m still riding the “I don’t buy it” train.

What could they have done differently?

They could have said “studies show that 7 out of 10 people don’t eat enough fruits or vegetables each day,” (if that’s true) and then talked about their product.

I’d buy that.

Or they could have said, “If you’re only eating three servings of fruits and vegetables per day, studies show you’re not getting enough of the vitamins and minerals you need. . .”

I’d buy that, too.

And then, I might listen to the what they’re selling.

Tell the truth in your marketing. Unless the truth sounds unbelievable.

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Filed Under: Copywriting, Marketing legal services

A simple way to stand out in a crowded field

November 29, 2018 by
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Look at the typical law firm website.

Boring, isn’t it?

The message is bland. Lacking in personality and energy. Devoid of passion.

It fails to get anyone excited about the solutions offered. Hell, it probably doesn’t even mention solutions (benefits), it probably does what most lawyers’ websites do–provide a list of practice areas and a few bon mots about the attorney.

It’s ineffective. It looks like every other firm’s website. And it is very easy to ignore.

Don’t let this happen to you.

Clients often decide to hire an attorney based on how they feel about them and they make up their minds in the first 60 seconds.

If you want to stand out and get people excited about working with you, you can start by adding a little pizzazz to your website.

Don’t go overboard. Keep it professional. Dignified. Manicured and tailored. But pump some blood into its veins and add some color to its cheeks.

  • Show people the positive side of what you do. Show them how your clients like working with you and are thrilled with the work you do for them.
  • Show them your personal side–your background, your side interests, family, and what you do for fun.
  • Show them the passion you bring to helping your clients–why you do what you do.
  • Show them how your partners and staff love what they do, that your firm is a great place to work.
  • Show them that while you might deal with serious subjects and painful problems, your practice is imbued with a positive spirit, and a productive and happy atmosphere.

Show prospective clients not just how you can help them but that you are passionate about helping them.

Make people feel good about you. Put a little life into your website (and other marketing collateral) and you should see more clients signing up.

You should also feel more excited about coming to work.

How to make your website work for you

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Filed Under: Marketing legal services Tagged With: ,

What are your three things?

November 16, 2018 by
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“Perhaps the most important personal productivity tool ever discovered is what we call the “Law of Three.” This law says that 90% of all of your results and eventually, your income, come from only three of your daily activities.”

So says Brian Tracy in a post on his blog.

In 80/20 parlance, those three activities are your “vital few”–20% activities that deliver 80% of your results.

And they’re different for everyone.

Tracy used sales managers as an example. He says their three things are recruiting, training and managing.

So, what are your three things?

Of all the things you do in your practice, what three activities create the most value?

Focus on those three things. Do more of them, get better at them, and you should be able to increase your income at an accelerated rate.

You may also find that you can let go of a lot of things that aren’t your top three. This will give you more time (and energy) for your top three activities, allowing you to compound your results.

But don’t stop there.

Once you’ve done this exercise and found your three activities, do the same exercise for each of those three.

If one of your 20% activities is litigation, for example, identify the top three activities that make you better or more successful at it.

If one of your top three activities is marketing (and if it’s not, what’s up wit dat?), make a list of all of the marketing activities you do and from that list, choose your top three.

Which marketing activity brings in the most clients? Which produces your best clients? Which activity do you do best and want to do more?

Focus your marketing on those three things and consider letting go of or doing less of everything else.

You’ll thank me later.

One of my top three: client referrals

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