The lawyer who would be clown

September 22, 2016 by
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Okay boys and girls, gather up your blankets and let’s form a circle, it’s storytelling time.

Once upon a time there was a lawyer who wanted to be more successful. Does anyone know what a lawyer is? Johnnie? No, it’s not someone who loys. A lawyer is someone who gets paid a lot of money for writing letters and talking on the phone. So children, pay attention to your reading and writing lessons and someday, you’ll drive a nice car and live in a nice house.

One day, the lawyer decided he wanted to get more clients. Do you know what a client is? Right, Cindy, a client is someone who pays you to tell them what to do, and if you pay them more, they’ll do it for you.

Anyway, the lawyer didn’t know how to get more clients because they don’t teach you that in law school. Yes, Johnnie, it is incredible to pay six-figures for a degree and learn nothing about how to make money with it.

Anyway, the lawyer looked all over the Internet to find out how to bring in more clients. One thing he learned is that he should do something to stand out and look different from all the other lawyers in town. He needed to do something to get noticed. Can you think of any ways he could do that?

Yes, Johnnie, dressing like a clown and chasing people down the street with a knife would definitely get him noticed, but that’s probably not the best way for a lawyer to stand out.

The lawyer learned that since many lawyers offer the same services, one way to get noticed is to offer services that are better or different. If he did that, people would notice him and talk about his services and go to his website to learn more about how he can help them.

He also learned that he could stand out by telling people about himself. He heard that a lot of people choose a lawyer based on their personality and style, more than anything else. If they learn more about your background, personal life, and outside interests, they often relate to you  and like you, and this brings them a step closer to hiring you.

The lawyer thought about what he had learned and decided that he would do both things. He would offer services that look different from what other lawyers offer and he would show people some things about himself. Not too much, just enough to let them get to know him.

A few months went by and the lawyer was already getting more clients and earning more income. A few years went by and he was very successful and very rich.

Unfortunately, the lawyer let his success go to his head. He decided he would run for office. He started lying, cheating, and stealing, got elected and ruined the world.

Well kids, what lesson have you learned today? That’s correct, it’s better to dress like a clown and chase people down the street with a knife than to become a politician.

More ways to stand out from the competition: here

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Filed Under: Marketing legal services Tagged With:

To attorneys who refuse to change their underwear

September 16, 2016 by
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We know that attorneys resist change and we know why. Change implies risk and risk avoidance is in our DNA. We’re paid to watch our clients’ backs and it’s only natural that we do the same for ourselves.

Yes, change implies risk. If you change your strategy, tools, or process, you might get poorer results. You might waste time or money. You might embarrass yourself or your firm. So we often wait until other attorneys do it first. (Is it any wonder that the average attorney gets average results and earns an average income?)

Anyway, for most attorneys, change usually happens slowly, if at all.

But change can be good. It can lead to better results, especially if you’re the first lawyer on your block to do something. Change also allows you to learn new things and meet new people and open up opportunities for growth.

Change can also feel good. I get a rush every time I buy a new computer, don’t you?

Attorneys are smart and have the resources to accommodate change. They can afford to buy new tech and try new ideas, they can afford to hire people to do most of the heavy lifting, and they can afford to lose their investment should things not pan out.

For many attorneys, accepting change comes down to ROI. They know it takes time to learn and implement new ideas and in return, they demand a big return on that investment. Not just an incremental increase but a huge increase, to compensate for their time and the risks of being wrong.

Nowhere is the potential for a huge ROI more apparent than with marketing.

One new strategy, one new referral source, one new keyword can lead to a massive increase in traffic, leads, prospects, and new clients. On top of that, the potential downside is de minimis.

So take off your training wheels, remove your protective padding, leave your first aid kit at home, and dive in. Do something you’ve never done before. Or change something you’ve never changed before.

Worst case, you’ll find something that doesn’t work for you.

But if things go well, you might find, as I did when I fully embraced marketing, a measure of success beyond anything previously imagined.

Marketing is easier when you know the formula

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Filed Under: Marketing legal services Tagged With:

Lawyers, what’s wrong with this picture?

September 13, 2016 by
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A business owner’s truck was in front of me in traffic the other day. I knew it belonged to a business owner because there was a decal on the back window of the cab that advertised the owner’s business. Actually, it advertised the owner’s two businesses.

Behold:

“[Owner’s last name] Professional Auto Detail & Landscape [phone number]”

Okay, what’s wrong with this picture?

If you’re looking for a landscaper for your yard, are you going to choose one that also does auto detail or will you keep looking and hire a specialist?

Correct.

It’s okay to own more than one business. But you have to be careful about how you market them.

If you’re a lawyer and a licensed as a real estate broker, for example, stifle the urge to mention both in the same breath. Or ad. Or car decal.

In fact, consider not telling anyone you’re also a broker. You’ll scare away prospective clients who want to hire someone who is dedicated to practicing law and successful enough at it that they don’t have to do anything else. Mentioning you’re also a broker will also scare away prospective real estate broker referral sources who see you as a competitor.

You know where I’m going with this. If you have more than one practice area, be careful how you promote yourself.

Clients prefer to hire a lawyer who specializes. If they’re looking for a divorce lawyer, for example, the fact that you also handle criminal defense doesn’t help, it hurts. Clients think you might not be as good as a lawyer who only handles family law. (Some clients may stay away because, “ew, she has criminals in her waiting room. . .”)

Does that mean you should have separate websites, brochures, ads, presentations, and other marketing collateral for each practice area? Unless your practice areas are a natural fit, you should consider it. Personal injury, workers’ compensation, and med mal, go together. Small business transactional and litigation are fine. Estate planning and elder law work. Other mixes, perhaps not so much.

Think about it, okay? Especially when you order your next truck decal.

Make sure you don’t send out a mixed marketing message. This will help

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Filed Under: Marketing legal services, Specializing

You won’t know for sure unless you try it (again)

September 12, 2016 by
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You say you don’t like networking but have you given it a fair chance? Maybe you’ve been doing it wrong. Maybe you haven’t met the right people. Maybe you haven’t done it enough to get good at it.

So how can you say it’s “not for you”?

I thought network marketing wasn’t for me until I found something I couldn’t refuse and made a fortune with it. I learned that I could do it without compromising my values or being someone I am not. And, whereas I didn’t stick with it in the past, this time, I gave it the time it was due and it made all the difference.

There are a lot of ways to market legal services and you should try as many of them as you can. If you’ve tried them once and they “didn’t work” or you “didn’t like them,” try again. You may find that things have changed, or that you have changed. What was once off the table may become a valuable practice building tool for you.

Start by learning as much as you can. If advertising has always been distasteful to you, for example, or you haven’t considered it because your bar rules forbid it, keep learning. You may discover a way to do it that “you never thought of”. Here’s an example: instead of advertising your practice, your services, or yourself, advertise your book, report or seminar. Sell it or give it away and let it sell readers on you.

Next, find some practitioners who use these methods and study them. What are they doing? How are they doing it? Can you make some changes that better suit your style and market?

Finally, if you’re still not crazy about a marketing method, consider other ways you can get the benefits of that method without a lot of personal involvement. Delegate to staff or to VAs or hire an outside company to do it for you.

In other words, you don’t have to love something to profit from it.

Don’t be like many attorneys: stubborn, closed-minded, stuck in your ways. The world is changing and if you don’t change it with it, you may be left behind.

Start or restart your marketing with a plan

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Filed Under: Advertising, Marketing legal services

The simplest way to beat your competition

September 6, 2016 by
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You’ve heard me pound on the importance of creating a profile of your ideal client. I hope you have files set up for notes, ideas, articles, lists of key websites and blogs, sample emails, and everything else there is to know about them and their world.

Because the more you know about your ideal client, the easier it will be to attract them and show them why they should hire you instead of any other lawyer.

Your file should include information about their background, problems, and goals. It should detail their likely legal issues and the circumstances that precede them. It should note the books and magazines and blogs they read and where they network or hang out online.

You should become an expert on your ideal client and know more about them than any other attorney in your market. When you do, you’ll be able to write to and speak to them using examples, terminology, and stories that resonate with them and show them that you have helped many others like them.

It’s the simplest way to beat your competition.

If you have more than one practice area, you should do the same thing for your ideal client in each practice area. Marketing a divorce practice is very different from marketing a personal injury practice.

You should also set up research files about your referral sources.

This takes time but it makes marketing easier and more effective. Your superior knowledge can help you dominate your niche. Your ideal clients will see you as the best choice. They’ll pay you higher fees, stay with you longer, and recommend you to others.

On the other hand, if you don’t have this knowledge and aren’t aligned with your ideal client, your marketing will be unfocused and look like every other lawyer’s marketing. Instead of creating content that speaks to your ideal client and the people who can refer them, you’ll create generic content that speaks to nobody. Instead of seeking out and networking with the people you want to work with, you’ll waste your time networking with “anyone”.

Jim Rohn said, “If you want to be successful, study success.” I say, “If you want to attract your ideal client, study your ideal client–and the people who can refer them.”

This will help you create a profile of your ideal client

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Filed Under: Marketing legal services Tagged With: ,

Want more clients? Try this.

September 2, 2016 by
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Here’s the thing: no matter what you do, some of the people on your list won’t hire you. Even though they know they need your help, even though they have the money, they still won’t pull the trigger.

You can send them more information. And more success stories. You can remind them about their pain and the consequences of doing nothing about it. You can explain the steps you take working with your clients so they can see how thorough and caring you are. You can rhapsodize about the benefits your clients get that other lawyers don’t offer.

And you should do this. Give your list a steady diet of information about why they should hire you and you will get more clients.

But you’ll still have holdouts.

Should you bother with them? Of course. Just because you have to do more work to get them on board doesn’t mean they’ll be a bad client.

So what else can you do? You can do something most lawyers never do. You can offer them a free service.

That’s ridiculous, you say. Giving away free information, sure. But giving away free services makes no sense. You sell your services, after all. You can’t earn a living working for free.

Hold on. I’m not proposing treason. Hear me out.

A free service, even a very small and limited one, allows people to “try” you. Even though they don’t pay you, they are now a client. They get to meet you and your staff. They get to see you in action. They come to trust you. And they’re happy they decided to “hire” you.

So when you offer them another (paid) service they need, there is almost zero resistance.

Think of it like advertising. You give away $300 of your time (your advertising or marketing cost), in return for $3000 in revenue. And let’s not forget referrals which can multiply that number.

Isn’t this the theory behind free consultations? If you don’t mind, I’ll answer my own question: yes it is.

You don’t have to offer a free service to everyone, nor do you have to offer it all of the time. Try it once or twice, with a limited group of prospective clients, and see how it goes. Maybe a “year-end” or “holiday” special, just for first-time clients. And if you don’t want to offer a free service, offer a discount.

Your objective is to bring in new clients and this is a proven way to do it. What they pay you over their lifetime is far greater than what they pay you on the front end.

How to get more clients to give you more referrals

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Filed Under: Marketing legal services Tagged With: ,

Reviews are starting to come in

August 19, 2016 by
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The first review for my new book, The Easy Way to Write a Book is in and it’s a humdinger.

It points out the value of the “real world examples” in the book and says, “Anyone should be able to use this guide to whip out a book in a week or two. Delivers exactly what it promises.”

Nice.

And very much appreciated. Not just by me but by book buyers who are looking for a way to write a book quickly, but aren’t sure if my book delivers.

Reviews help sell books, just as testimonials help sell legal services. I’m not shy about asking for reviews and you shouldn’t be shy about asking your clients to provide a few words about their experience with you.

How do you ask? You just do. You tell them you would appreciate them for leaving a review on XYZ website, or filling out a survey form you provide. Or you wait until they say something nice about you and you ask them if you can post their kind words on your website.

But ask.

Your clients are willing to tell the world what they think about you, but they are busy and need a little prompting.

So prompt.

Anyway, here’s my prompt:

If you picked up a copy of “The Easy Way to Write a Book,” and you liked it, please leave a review. Even one sentence can help someone who is on the fence make a decision.

Here’s the link.

Okay, maybe you don’t want to write a book. No problem. Remember, you can use the ideas in the book to interview professionals you know (or want to know) for your blog or newsletter or podcast. Interviews aren’t just a great way to create content, they are the consummate networking tool.

Maybe you want to write a book but you don’t want to interview anyone, you want to tell your own story. Okay. I heard from a lawyer who is using the ideas in the book to do exactly that. He tells me his book is coming along nicely and he will post a review as soon as he’s done.

So there.

The Easy Way to Write a Book is still just .99 cents, but I will bump up the price soon. (You can read it free if you have Kindle Unlimited).

And if you’re still not sure, you can read the first chapter online here.

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

Print books are no longer king but they’re still royalty

August 9, 2016 by
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I started converting some of my Kindle books into print and they’re selling well. When you publish your book, you should also publish a paperback version, not just to serve buyers who prefer print but so you will have copies to hand out.

Keep a stack in the office to give to new clients. Keep a copy or two in your briefcase, and more in your car, so that when you meet someone who wants to know what you do you can let your book show them.

When a prospective client is considering whether to hire you or another lawyer, you don’t need to do anything to convince them to choose you. Give them a copy of your book and let your book show them why you are the best choice.

Books based on expert interviews are easy to write but they are only a first step. You also need a book that encapsulates your knowledge and wisdom and tells your story. Fortunately, this kind of book is also easy to write.

In The Easy Way to Write a Book, I said that one way to do this is to ask a friend to interview you. You could also interview yourself. Make a list of topics and record yourself speaking about them. In an hour or two, you could have the first draft of your book done.

If you want to agonize over it and take months to write the perfect book you can do that, but we both know that you probably won’t. Better to knock out something this weekend and start using it.

In fact, that’s my challenge to you. Write the first draft of your book this weekend. In an hour, you can dictate 10,000 words or so, which is enough for a short Kindle book. If you want more, go for another hour. But get the thing done.

The Easy Way to Write a Book

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

I’d like to interview you for a book I’m writing

August 8, 2016 by
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Imagine getting an email from someone who says they want to interview you. They’re writing a book and want to feature you in it–your ideas, your words, your story.

Interested?

I know I would be. So would lots of professionals and business owners and successful people. The kind of people you would like to meet and network with. The kind of people who can send you referrals and introduce you to other centers of influence in your niche market or community.

I just released a new Kindle book that can help.

It’s called, The Easy Way to Write a Book: How to Use Expert Interviews to Quickly Write a Non-Fiction Book–Even if You’ve Never Written Anything Before.

It tells the story of how I wrote and published a book based on an interview I did with appellate attorney Steve Emmert which I told you about last week. It shows you how you can use the same method to write your own book.

Your book can be a great marketing tool for you. If nothing else, it can bring traffic to your website from prospective clients and the people who can refer them.

By the way, not only is this an easy way to write a book, it’s also one of the quickest. I was able to do the interview, write and publish the book, in less than 8 hours.

But you don’t have to write a book if you don’t want to. You can use the approach in the book to interview professionals and business owners for blog posts, articles, or a podcast.

The book is only .99 cents right now. Here’s the link.

(If you’re outside the US, search for the title in your Kindle store ).

Let me know if you have any questions.

The Easy Way to Write a Book

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Filed Under: Marketing legal services, Writing Tagged With:

Get my book free on Kindle

August 4, 2016 by
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You may recall that I interviewed appellate attorney Steve Emmert and published that interview as a Kindle book. In the interview, we talked about how he built his “appellate only” practice at a time when other attorneys told him that was not impossible.

He explained what he did to defy the odds and become the top appellate attorney in his market. He offered advice for attorneys who want to start an appellate practice or take theirs to the next level.

Of course, we also talked about marketing and much of what he does is applicable to marketing any practice area.

If you haven’t read “How to Build a Successful Appellate Practice,” for the next few days you can get a free copy here (Note, you don’t need a Kindle device to read Kindle books.)

I’m giving the book away because I have another book coming out about how I conducted the interview and turned it into a book. It shows you how to use “expert interviews” to quickly write and publish a book and use it to promote your practice.

I’ll let you know when the new book is available. In the meantime, get your copy of How to Build a Successful Appellate Practice.

 

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