Why you should offer a deluxe version of your services

August 2, 2016 by
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Call it whatever you like–elite, exclusive, gold package, platinum package, diamond package, deluxe package, or anything else that suggests a higher level of service and value. Or don’t give it a name at all. But do create a deluxe version of your services and offer it to your clients.

Doing so will allow you to appeal to the higher end of the market that wants or needs additional services, or wants more convenience or the personal touch and are willing to pay for it. You will appeal to a class of clients who want to know they are getting “the best” you offer.

With higher margins on your deluxe package you’ll earn more profit. You’ll also bring in better clients who can refer their well-heeled friends.

But something else will happen, even if you sell very few (or none) of your deluxe packages. The existence of the deluxe package will enhance the perceived value of your regular package.

Prospective clients who can’t afford or don’t want to spend $25,000 on your deluxe package will see your $10,000 package as more affordable and an easier decision. You are more likely to sell more of your regular packages, then, even if they are priced higher than what other lawyers offer.

It’s called juxtaposition. Each package looks different when compared to the other than it would look if you only offered the one. It also gives clients two options, to buy package A or package B, instead of choosing between package A and nothing.

Having a deluxe version also allows you to go back to new clients and offer to let them “upgrade,” giving you two bites at the apple.

What if you already cater to the high-end market and all of your offerings could be considered deluxe compared to what other lawyers offer? Go ahead and create an even more exclusive package. More value, even higher fee.

You could also consider creating entry-level packages that offer fewer services at a lower fee, to appeal to a segment of the market that currently passes you by. Some of these clients will want to upgrade at some point.

Can you do this with contingency fees? Why not? If your regular fee excludes trial, for example, for a slightly higher percentage your deluxe package could include it.

If you only offer hourly fees, it’s time to start thinking about offering flat fees and packages. You’ll thank me later.

Marketing legal services is more profitable when you know The Formula

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Filed Under: Marketing legal services

Opening your own law practice: where do you start?

July 26, 2016 by
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Many lawyers ask me how to go about opening their own law practice. At the risk of sounding glib and too clever for my own good, my short answer is “you just do”.

You find a place to park your carcass and see clients and then you go get some.

Okay, let’s see if we can break this down a bit. I will assume that you don’t have a lot of cash, or you don’t want to spend it up front, which is a good plan even if you do have a lot of cash.

You may be able to do most of your work from home initially, but you will need a place to see clients. So the first step is to find someone who will let you use their conference room or a spare office to do that. You can offer to pay them by the hour or a flat monthly fee or you can do appearances or other legal work to pay for it.

You could do this in any office but there are advantages to renting space in an office occupied by attorneys: access to their library, surrounding yourself with colleagues who can help you when you have a question, and the ability to get overflow work.

Which leads to the next step: getting clients.

First, set up a simple website. Get your own domain name (youname.com) and at least a single page site that describes who you are, what you do, and how to contact you.

Put your domain name and email address (firstname@yourname.com) and phone number on everything: business cards, stationery, email signature, social media profiles, etc.

Next, if you worked for a firm before, contact clients you did work for or know and let them know you’ve opened your own office. Call them personally. Don’t pressure them, just let them know your news. Give them your website. Make a note to contact them again in a month or two.

After that, tell everyone else you know that you’re open for business and send them to your website. Don’t send announcements. Nobody reads them. Send letters or emails. Explain why you opened your own office and the services you are now offering.

Call five or ten of these folks a day and ask how they are doing. You’ve got the time, bub. Ask if they got your letter or email. At the end of the call, say what every new real estate agents says: “If you know anyone who needs/is thinking about. . . please send them my way”.

Plant the seed that you’re open for referrals.

Add this: “Also, I know a lot of attorneys in other areas of practice, so if you know someone with ANY legal need, let me know and I’ll refer them to a good attorney”.

One of the best ways to get referrals from other attorneys is to give them referrals.

When they say they will, say thanks and tell them you’ll be sending them some additional information.

Onward.

When I opened my office, I got most of my first clients from other attorneys, so contact every attorney you know and let them know you’re available for overflow and appearances. See Lawyer to Lawyer Referrals to learn more.

Next, write something. A report or ebook that helps people understand problems and solutions. At the end, tell them how you can help them and the people they know.

Then get that report into as many hands as possible, through as many methods as possible. Let the report sell you and your services. See The 30 Day Referral Blitz on how to write an effective report and how to distribute it.

Now what? Now, you explore other ways for marketing yourself and there are many others. Many ways to get your name in front of people, build a list, expand your website and get more traffic, get more referrals, and otherwise bring in business. Once you start getting clients, there are ways to leverage your relationships to bring in even more.

You can expect the early days to be rough going. They were for me. But today, you have the Internet and a lot of other tools for finding clients, and you also have me. Read my blog, get my courses, educate yourself, and take action every day. Focus on marketing and you will make it.

Is it scary? Hell yes. But so is being unemployed and not knowing what to do, or wanting to open your own office and thinking there’s too much to do and you don’t know where to start.

Now you know where to start. And starting is everything.

The keys to building a successful law practice: click here

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

How’s that Pokemon thing working out?

July 19, 2016 by
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Pokemon Go is big, or so I hear. I really wouldn’t know. I had to ask my wife what it was because I’ve paid almost no attention to it. Based on what I’ve heard about it, it’s definitely not my thing.

How about you?

Do you use, or at least try, the latest apps? Do you follow the latest trends?

Sometimes? Never? What’s a smartphone?

I read somewhere that there are four types of people:

  1. Innovators. They’re the first to do, adopt, or promote something.
  2. Early adopters. They see the trend and jump on board earlier than most.
  3. Late adopters. They wait until many or most are doing it, saying it, or using it.
  4. Dinosaurs. They rarely adopt anything new.

Or something like that.

Me? It depends on the thing. I was on board early with Evernote but I don’t own an iPad. I was one of the first to create a marketing course for attorneys and I started a blog before it was fashionable, but I do almost nothing on social media.

How about you?

I would guess that most lawyers are late adopters but I think we all need to be flexible. Some things are worth exploring early on, even if we don’t adopt them. Some things are worth our time and energy because they make us more productive or they’re just plain fun.

And then there’s Pokemon. I’m pretty sure I’ll take my first selfie before I download that one.

The best way to build your practice is to master the fundamentals

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

Developing the marketing habit

July 15, 2016 by
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When an activity become a habit, it becomes automatic; you do it without thinking about it. Eventually, through repetition, you get better at it and you get better results.

That’s true of the exercise habit, the reading habit, and the marketing habit.

In James Clear’s recent article, The Scientific Argument for Mastering One Thing at a Time, he offers some observations about developing new habits, based on research:

1. You are 2x to 3x more likely to follow through with a habit if you make a specific plan for when, where, and how you are going to implement it. This is known as an implementation intention.

2. You should focus entirely on one habit. Research has found that implementation intentions do not work if you try to improve multiple habits at the same time.

3. Research has shown that any given habit becomes more automatic with more practice. On average, it takes at least two months for new habits to become automatic behaviors.

Conclusion: it’s best to focus on one specific habit, work on it until you master it, and make it an automatic part of your daily life. Then, repeat the process for the next habit.

I have long preached the value of working on marketing every day for 15 minutes. I’ve said that you should schedule those minutes in your calendar as an appointment and keep that appointment. I’ve said, “you can use that time to do anything related to marketing, even if you’re only reading about it or thinking and making notes”.

But Clear suggests that you have a specific plan for working on your new habit. Is doing “anything related to marketing” specific enough?

When you are first establishing the habit, I think it is. Blocking out the time and doing something every day is the new habit. Being able to do anything gives you the flexibility to be bad before you get good.

Once the 15-minute habit is firmly a part of your routine, however, your plan should become more specific.

If you want to develop the habit of finding and reaching out to professionals with whom you can network, for example, work on that during your 15 minutes.

And only that.

Clear’s other points tell us to work on one new habit only, for at least two months. Once you have established your new habit, you can move onto others.

When I committed to writing daily emails, I wasn’t sure I could do it. Now it is automatic. It’s a part of me. I don’t have to think about it, I just do it.

My new habit has paid me many dividends, so, once you have developed your 15-minute marketing habit, if you’re looking for another habit to work on, you might want to work on writing.

Marketing is easier when you know The Formula

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

How do you know your email marketing is working? 

July 14, 2016 by
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You’ve started an email list or newsletter. How do you know your email marketing is working?

Well, you’re getting more clients. Year-to-year your numbers are growing. If you pay close attention, you realize that your growth is accompanied by less effort because frankly, writing emails is about as easy as marketing gets.

If you’re doing it right, you’re also hearing from subscribers who thank you for your emails. They like your tips and have benefited from them and shared them with others. They tell you that when your email arrives they read it first thing. They look forward to your emails because they know they contain valuable information, and even more, they are fun to read.

Note to self: make emails fun to read.

If you’re really doing it right, they tell you that you are the only lawyer they read, or that they only read a few lawyers’ emails and yours is definitely one of the few.

You also get questions they’d like you to answer. It’s called engagement. It’s also called giving people what they want, not what you think they want or need.

I know these things because I hear them from you. I appreciate your feedback and kind words. I also appreciate you for buying my products and hiring my services, and for sharing with me the results you are getting because of my advice. I also appreciate your telling other lawyers about me and my site.

All of these things come from or are greatly enhanced by my email marketing.

Now, how do you accomplish these things?

Frequency. Write as often as possible. Once a month is not often enough. Once a day isn’t too often.

Consistency. Whatever schedule you choose, stick to it.

Value. Give them information they can use. Tips, links, reviews, resources, ideas, examples, explanations, how-tos.

Entertainment. Make them smile, tell them stories that make them ask, “What happened next?”

Personal. Talk about the people in your life and the things that happen to them, and to you.

Relatable. Don’t talk about your BMW if your subscribers primarily drive Toyotas.

Original. Tell them things they don’t ordinarily hear from lawyers.

Surprising. Don’t be boring or predictable.

There, that’s not so difficult, is it? (See that, I asked you a question. That’s another thing you should do).

But don’t hide your wares. Don’t be shy about telling them to hire you or take the next step. Do it often. Every email isn’t too often.

They need to hear this. They expect it. And as long as you are also delivering value, they don’t mind it.

If you believe they need what you offer and will be better off by hiring you, you owe it to them to do whatever you can to help them get it. So tell them what to do, remind them why, and remind them what might happen if they don’t.

Your clients will be grateful that you helped them finally do what they knew they needed to do but didn’t. They’ll be glad they chose you because, through your emails, they believe they know, like, and trust you. They’ll be glad to know that if they don’t need you today, you’ll be there tomorrow when they do.

And you and your bankbook will be glad that they’re glad.

Email marketing will make your phone ring. Here’s how

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Filed Under: Email, Marketing legal services Tagged With:

What makes content shareable?

July 13, 2016 by
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You’re ready to write a blog post, article, or social media post and you want your subscribers and followers to share it. What should you write that will make that more likely to occur?

We know that sex and scandal and other tabloid-esq topics sell, but that’s off the table. Humor and human interest (kittens, babies, sports, games) are highly shareable, and you can write about those things occasionally, but only occasionally.

What then? News? Opinion? World events?

Sometimes. But your best bet is also the simplest. Write about your area of expertise.

Write about legal problems and solutions. Write about the law and procedure, the timeline and processes, the benefits of taking action and the risks of waiting too long. Describe your services and the pros and cons of each.

Answer the questions prospective clients and new clients frequently ask you. And write about the questions they should ask you but often don’t.

Show people what it’s like to work with you by describing what you do and how you do it.

Write about your clients and how you have helped them. Write about people you know who didn’t get help and are now paying the price.

Educate people about what they can do themselves. Teach them when they should talk to a lawyer and what questions they should ask them.

Write about solving problems, preventing problems and mitigating consequences when problems occur.

If you have a consumer-oriented practice, you can also write consumer-related topics such as buying the right insurance, saving money, retirement, taxes, etc. You can also write about issues and developments in your local community.

For a business-oriented practice, write about marketing, management, productivity, and issues and developments in your target market’s industry or niche.

No matter what type of practice you have, you can also write about personal development because everyone reading what you write is, unarguably, a person.

This is the kind of content that people will share with friends and colleagues and co-workers and family, because they know they need it or they know they would benefit from it.

And that’s all any of us could ask.

More ideas for creating shareable content that will make your phone ring

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Filed Under: Blogging, Marketing legal services, Newsletters, Social media marketing, Writing Tagged With: , ,

Out of sight, out of luck

July 12, 2016 by
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One of the main reasons people who could refer you business don’t do so is that they “don’t think about it”. They’re busy and have other things on their mind. Unless they have a legal need, they don’t think about you or your services.

Out of sight, out of luck, me bucko.

You can change that, and get more repeat business and referrals, by doing the following:

1) Stay in touch with them

The easiest way to do that is via email. One of my subscribers, an associate in a firm that severely limits his ability to do any marketing, told me that he now emails his clients and prospects and referral sources every two weeks.

He writes about legal matters, and also about what he’s doing in his practice and, I suppose, in his personal life.

He’s staying “in their minds and their mailboxes” and getting repeat business and referrals, and lots of it.

He tells me, “It has worked like a charm. When you write email blasts “right where they live” you are reaching out to them, and many think it is personal. You establish your credibility. You establish a reputation.”

2) Talk about referrals

Another reason you don’t get as many referrals as you could is that you’re not talking about referrals. There are many ways to do that, but one of the simplest is something I suggested to the lawyer mentioned above: put a blurb at the bottom of your emails asking the recipient to forward it to their friends, colleagues, etc., who might like to receive his updates. Spell out what those people should do if they want to be added to the list.

People read your wisdom, tacitly endorsed by the friend or colleague who forwared it to them. They like what they see and want to see more. They ask to be added to your list. You stay in touch with them and they hire you and send you referrals.

Wash, rinse, repeat.

You can make this work better by using an autoresponder to manage everything and offering an incentive to join your list–a report, ebook, or a collection of some your best prior articles–but you don’t have to.

3) Make it easy to refer

Many clients and contacts come close to referring but don’t do it because they don’t know what to do. Do they tell the referral about you and give them your number? Do they send the referral some information about you, and if so, what should it be? Do they tell you about the referral? If they do that, what will you do?

Of course, when it comes to making it easy, “forward this email” is about as easy as it gets. Your contacts don’t have to refer people to you, they can refer them to your content and then your content refers you.

Get this if you want to learn how to get more referrals

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Filed Under: Email, Marketing legal services, Newsletters, Referrals

Do you have a back-up plan for your practice?

July 7, 2016 by
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My hard drive started making a noise so I ordered a new computer. I also ordered a new external hard drive for back- ups. And yes, I also back up to the cloud.

So I’m good. If disaster strikes, I’m ready.

Going through this process made me think about back-up plans for other areas of my life. I have multiple sources of income but I’m working on new ones. I don’t rely on one marketing method, so if something went awry, I could lean in on the others.

How about you? Do you have back-ups for your machines, your marketing, and your sources of income? Do you have extra food and water at home?

If something bad happens, will you be ready?

In the marketing department, most lawyers get most of their new clients through referrals. At least they should. And when you think about it, referrals have their own built-in back-up plan because referrals come from, or should come from, dozens of individuals–former clients, existing clients, professional referral sources, friends, and so on. If one decides they no longer like you, you still have others.

Referral sources die off, however, and need to be replaced. And you should never rely on referrals just happening, even if they presently do. You should work at making them happen, consistently and in ever-increasing numbers. There are ways to do this, as detailed in my several courses on referrals.

Okay, you’re with me. You regularly do things to stimulate referrals. You’re getting most of your new clients from referrals and that number is growing. Or at least you’re working in that direction.

Good. But what’s your back-up plan?

Yes, a back-up plan for your back-up plan. What else do you do to bring in business? What else will you start doing?

Suggestion? A content-rich website. Just make sure you back that up, too.

How to get more client referrals

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

It’s time for me to confess

July 6, 2016 by
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I have a confession to make. I don’t like marketing. Never have, never will.

That may sound crazy coming from me but it’s true. So if you don’t like marketing, that’s cool. We’re on the same page.

What I like is what marketing can do. The new business it brings. The lifestyle it affords.

I like knowing that because of marketing, I will never have sleepless nights worried about where my next client will come from, or if they will come at all.

And, compared to some of the other things I’ve had to do in my career, marketing really isn’t difficult. Or time-consuming. Or expensive.

At least it doesn’t have to be.

And hey, marketing lets you use the very skills that made a career in law attractive to you: writing, speaking, thinking, planning–using your brain instead of your brawn. And let’s not forget that marketing also allows you to help more people.

So hate on it, if you must, but find a way to do it. Because marketing is your friend. Even if you don’t like your friend and wish you never had to see her again.

Marketing is easier with this

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Filed Under: Marketing legal services

What to do about freebie seekers

July 1, 2016 by
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We all get people asking us for free advice. It goes with the territory. But sometimes it gets to us, as a friend of mine expressed in a recent email:

“Hi David –

Do you get requests to provide free advice?

I’m feeling insulted by professionals – many of them strangers – expecting me to provide free advice.

I hear “I just want to ask a few questions” or “I don’t have money to pay you” and the like.

Am I putting the wrong vibe out there? Or, is it a universal problem?

What do you think?

Thanks for your input.”

I said, “So you’re asking me for free advice about what to do about people who ask for free advice?”

Okay, having a bit of fun, but isn’t that what she’s doing? Even if we are friends and even if she is only letting off steam and looking for me to tell her this is normal (which is it), her request makes plain how easy it is for people to ask for free advice.

That’s just the way it is.

I get these, too. Are we putting out the wrong vibe? I don’t know but I don’t worry about it.

In fact, it’s a good thing. It means that people feel comfortable reaching out to us. It means they value our advice, yes, even if they are unwilling or unable to pay for it.

So don’t let it get to you.

The question isn’t how many people don’t want to pay, it’s how many do. Are you making money? Are most of the people who contact you willing to hire you? When they do, are they willing to pay top dollar?

Focus on them and you will attract more of them.

And hey, just because someone emails you doesn’t mean you have to respond. Or explain why you charge for your services, or why you charge as much as you do.

If you do respond, point to the page on your website that explains your policies, enumerates the services you offer, and tells them what to do to hire you or take the next step.

Or ask them, as I often do, “Do you want to book a consultation?” I usually don’t hear from them again.

Be firm. But be nice. Because today’s freebie seeker might be tomorrow’s paying client.

And if you are inclined to respond substantively, as I am doing here, turn your response into a blog post or article, as I am doing here. Think of it as your compensation. Because you don’t work for free.

How to use your website to weed out freebie seekers

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Filed Under: Marketing legal services Tagged With:
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