Is it better to find clients or help them find you?

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Is it better to find clients or help them find you? Okay, I know which of these options you prefer. You want clients to find you, call you, and hire you.

You want to put up a website and have people find it, on their own, without any prompting by you. You want them to become enamored by what they see and call you to hire you or take the next step.

You want to be a fisherman, putting hooks in the water and letting the fish find them. You don’t want to be a hunter, finding prey and taking it down.

You want to advertise. Or write articles for someone else’s publication, or speak at someone else’s event. You want your clients and other professionals to recognize your greatness and tell their friends and clients about you.

Who doesn’t?

In marketing professional services, posture is important. You don’t want to knock on doors, you want clients to knock on yours. You want clients to see you as important and successful. You don’t want them to think you need them.

So make “clients finding you” your priority.

But. . . don’t turn up your nose at the idea of you finding clients.

Besides, what exactly does that mean?

When you network with prospective clients, are you finding them or are you giving them the opportunity to find you? When you friend or follow a prospective client on social media, are you finding them or allowing them to find you?

Want to know what I think? I think it’s a bunch of semantics and, as Rick said to Ilsa, “it don’t amount to a hill of beans in this crazy world.” Letting clients find you is great. But finding clients is not a bad thing.

Your number one marketing method? Referrals.

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Selling ice to eskimos

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I took a speech class in college. When it was time to deliver my presentation, I talked about insurance and retirement planning. Yep, to a bunch of 18-year olds.

A friend was selling insurance and provided me with information I could use in the presentation. I made the case for buying insurance when you’re young and the insurance is cheap. I told them I had purchased a policy for that reason and encouraged them to do the same. I offered to introduce them to my friend who could tell them more.

As you might have guessed, despite doing a good presentation (according to my teacher), there were no takers.

I had a good message (arguably) but delivered it to the wrong audience.

If my audience had been a group of newly married young people or young couples who had just had a child, I might have gotten better results.

There are many elements that go into crafting a marketing message but none is more important than your audience. If your audience doesn’t have the legal problem you’re talking about, for example, and believes they are unlikely to ever have it, your message will fall on deaf ears.

A well-crafted message with a crazy-good offer heard by the wrong audience will fail. A mediocre message and offer delivered to the right audience, however, might do just fine.

Before you do any presentation, write a blog post or article, record a video, send mail or email to a list, or run an ad, the first question you must ask is, “Who is the audience?”

If you have the wrong audience for your message, you either need to change the audience or change the message.

If you’re a personal injury lawyer and you’re addressing a group of people who have never been in an accident, don’t talk to them about how to get the highest settlement, talk to them about what to do when they do have an accident.

Sales people pre-qualify prospects and leads before talking to them, and you should, too. Find out if your audience needs what you’re selling and if they can afford to buy it. If they don’t need it or can’t afford it, go talk to someone else.

Get your website to pre-sell your services to visitors. Click here

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What would happen if you stopped marketing?

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What do you think would happen to your practice if you suddenly stopped marketing? If you pulled your ads, stopped networking, never wrote another blog post or article, and never gave another presentation–what would happen?

Henry Ford said, “Without advertising a terrible thing happens–nothing.” He meant, of course, that if a business doesn’t continually keep its name and wares in front of the marketplace, the business will eventually die.

Lawyers don’t have to advertise but if they stopped marketing in all forms, will their practice eventually die?

Maybe not.

If a lawyer has been around for awhile and has a base of a few hundred current and former clients, most lawyers could continue to bring in repeat business and referrals, probably enough to sustain and grow the practice in perpetuity.

But they need a mechanism for staying in touch with their client base and. . . they have to do it. They have to regularly send emails and/or letters, at the very least reminding their clients that they still exist and can still help them and the people they know.

I assume that the lawyer is well-practiced in, and fully committed to, client relations (customer service). When you treat clients like they are kings and queens, when you deliver more value and service than they expect, how could they not come back? How could they not tell others?

Lawyers who excel at client relations, and stay in touch with their clients, don’t have to rely on advertising or networking or other “reaching out” methods to sustain and build their practice.

Notice I said, “rely”. Reaching out to find new prospects and bring them into your marketing funnel is smart. It can help your practice grow faster. If you’re doing these things and they’re working, don’t stop.

But isn’t it nice to do those things because you want to, not because you have to?

Referrals from clients are the foundation of a healthy law practice

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Being the best at what you do isn’t good enough

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Being good at what you do isn’t good enough. Even being “the best” isn’t good enough, according to the late Jerry Garcia who once said, “You don’t merely want to be considered the best at what you do. You want to be perceived as the only one who does what you do”.

The only one who does what you do. That’s your mission.

Tough assignment? Not really. The key word is “perceived”. It’s how the world sees you, not necessarily how you really are. It’s marketing, plain and simple. Packaging. Positioning.

On the other hand, maybe it’s not so difficult to literally be “the only one who does what you do”. You are a unique human being, after all. Others may have a similar set of skills. They may offer the same services and deliver the same benefits.

But they aren’t you.

Your task, then, is to take what you do and express it through the prism of your persona. Incorporate the unique essence of who you are into what you do.

Remember, clients buy “you” before they buy your services. Show them who you are and you will have no competition because there is no one like you.

The formula for creating your “unique selling proposition”

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Grow your law practice incrementally

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A journey of a thousand miles may begin with a single step but you can’t stop after just one. Whatever you’re doing now to market your practice, no matter how successful it is, you should always be looking for what’s next.

You don’t need to find The Holy Grail of marketing. Little things can bring in new business and if you do those little things regularly, those little things can add up to big results.

So here’s the plan:

Once a week, find one small way to extend your existing marketing.

Find one new business contact who can tell his clients about you.

Find one new place to run your existing ad.

Find one new keyword to optimize your online content.

Find one new website where you can submit a guest post.

Find one new social media platform where you can post your existing content.

But don’t stop there. Once a month, find one new marketing technique that you’re not doing and start doing it.

If you don’t do public speaking or webinars, for example, maybe it’s time to start. If you don’t have a blog, start working on one. If you have a website, consider setting up another. If you don’t advertise, look at how you might.

To sum up: Once a week, take what’s working and find one new way to extend and expand it. Once a month, find a new way to get your marketing message heard.

Once a year? Take a vacation, bub. You deserve it and now you can afford a nice one.

Do you know the formula for marketing legal services?

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Most of your lawyer friends don’t want to hear this

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Would you be willing to ignore thousands of prospective clients in exchange for an audience of hundreds of prospective “ideal” clients?

Yes? Good. You understand marketing.

You know that in a vast, undifferentiated mass market, you need to focus.

You know it’s foolish and expensive to try to appeal to everyone. And it’s smart and profitable to craft a finely-tailored message to a select group of prospective clients whom you have identified as ideal for you and your practice.

You know that “law” is not a specialty. You know that your ideal client prefers (and will seek out and pay more for) the lawyer who specializes. You also know that they favor the lawyer who specializes in their niche, industry, or demographic group.

You know they want to work with a lawyer who understands them and has experience with clients like them. Your ideal client doesn’t want a lawyer who does everything, for anyone. They want you.

Of course you also know that marketing is much easier when you focus on niche markets. You know your expenses are less, your results are bigger and come sooner, your clients pay more and argue less, and you get lots of word of mouth referrals.

That’s what makes ideal clients ideal.

But your lawyer friends don’t want to hear this. They’re afraid that if they focus, they’ll lose business. So they pretend it’s not true and continue to waive a giant flag that says “call us, we’re lawyers” and wonder why they can’t compete with lawyers who focus.

No, your lawyer friends don’t get this, but that’s okay. You do. And you can get rich while they stubbornly compete with thousands of new lawyers who enter their market each year and fight with them for clients who are anything but ideal.

Do them a solid. Tell them what I’ve told you and taught you. Send them to me and let me enlighten them. Most won’t listen. But hey, you can still be friends.

Here’s how to focus so you can earn more and work less

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7 out of 10 lawyers agree

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Remember that toothpaste commercial from years ago claiming that, “7 out of 10 dentists agree. . .”? What if I told you the real number was “8 out of 10”? Why on earth would they low-ball it?

Actually, I don’t know what the real numbers were. They might have been “8 out of 10,” “9 out of 10,” or nearly “10 out of 10,” but they would have been smart to use a lower number.

Because “7 out of 10” is more believable than “9 out of 10”.

“7 out of 10” has verisimilitude. The appearance of truth. Which is a critical element in sales and persuasion. Because if your prospective client, reader, judge or jury, doesn’t believe your assertion or promise, it doesn’t matter that it is true.

As long as there are no legal or ethical reasons why you shouldn’t do it, it’s better to understate the truth.

I guess you could call this “reverse exaggeration”.

Anyway, remember this for your presentations, negotiations, advertising, motions, and anything else where you want to persuade someone to do something. If the real numbers or facts stretch credulity, lie (in a positive way) to tell them something they will believe.

Add qualifiers if you must. Say, “More than. . .” or “Better than. . .” before your statement, to cover your behind and let your conscious be clear. But as long as what you say is true, it doesn’t matter that it’s not completely accurate.

Okay? Make sense? Good stuff.

Now before I let you go, you’re probably wondering what it is that 7 out of 10 lawyers agree on?

You probably think I’m going to say “nothing”. Lawyers are a bunch of cantankerous, argumentative, pugnacious souls, genetically incapable of agreeing on anything.

But this isn’t true. In fact, it’s just the opposite.

Most lawyers, more than 7 out of 10 I am sure, agree about nearly everything. No, not when it comes to arguing a client’s case or negotiating their lease. We do the job we’re paid to do. I’m talking about things like marketing and image, the things that allow us to stand out from other lawyers so that clients will choose us instead of them.

When it comes to marketing, most lawyers look the same.

You could take their ads, marketing documents, presentations, and the like, put another lawyer’s name on it, and no one would be the wiser.

The reasons aren’t important. What’s important is that because 7 out of 10 (or is it 8 out of 10?) lawyers conform and follow the same (narrow) practice-building and career-building path, most lawyers never get past “average”.

Average activities, average results, average income, average lifestyle.

If you want to stand out from other lawyers and have more clients choose you, if you want to have a better than average lifestyle, you need to be one of the 3 who isn’t like the other 7.

Let everyone else do what everyone else does. You be one of the few who doesn’t.

To be different, start here

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Faster than a speeding retainer

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When a prospective client visits your website and fills out a “contact me” form or emails you directly, you do know that you’re not the only attorney they’re contacting, right? Because you know this, I know that you have a strict policy in your office for contacting said inquiries as quickly as possible.

But how quick is quick?

According to the Harvard Business Review, companies that follow-up within an hour of receiving an online query from a potential customer are almost 7 times as likely to qualify that lead than companies that contact prospects only an hour later.

“Qualifying a lead” means talking to a decision-maker to find out if they are a good match for you. Do they have a problem you can help them with, are they willing to make an appointment right now, and can they afford to hire you, for example. Qualifying prospective clients quickly is a key to signing up more of them.

By the way, HBR also noted that companies that waited a day before following-up were 60 times less likely to qualify a lead than companies that did it within the hour. I’m just saying.

Consumers today are impatient to the extreme. They want answers and solutions immediately and will seldom wait for a vendor or professional to get back to them. You may be the best lawyer for the job but repeatedly lose cases or clients to lawyers who are a little faster.

By the way, everything I just said about email applies equally to phone calls. Inquiries from prospective new clients who leave a phone message should be called immediately, even if it is to have someone tell them that you’re unavailable and schedule a time when you can talk.

So raise your right hand and solemnly swear that from this day forward you will respond to prospective clients who contact you at the speed of light. Make sure someone in your office monitors your voicemail and email inbox and replies in 60 minutes or less. If prospects call or email after hours, your phone message or email auto-reply should indicate when you will contact them, and (unless it is an emergency) that should almost always be the first thing the next day.

Marketing is easy when you know what to do

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Why you should spy on other lawyers

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If I ask you to name a lawyer you admire whom would that be? Maybe you admire their lawyering skills or their marketing acumen or the way they run their office. Maybe you know them and are impressed with their interpersonal skills.

Write down the names of lawyers you would like to emulate and then set up a file for each. Add notes about what you see them doing. Study their website. Search for articles about them and add them to your file. Find their ads or marketing documents and add those, too.

Study them so you can get ideas and inspiration and model their behavior.

What do they do differently from other lawyers, including yourself? What do they do that other lawyers don’t?

Study attorneys in your practice area and in other practice areas. Study some attorneys for their marketing prowess, and others for their speaking or writing or courtroom skills.

Find attorneys who are good at marketing online and digest their websites and blogs. How are they organized? What kind of content do they write? How often do they post? Study their headlines, bullet points, and calls to action. Do they publish a newsletter? Subscribe to it and see what they send to their list.

Study their social media platforms. Observe how often the post and how they engage with their connections.

You might study another set of lawyers about how they manage their practice. Study their fees and billing and payment options. Study their office hours and parking policy.

If you admire attorneys for their speaking and writing abilities, read what they write, find where they are speaking and show up to listen. To study trial lawyers, you might reach out to them, compliment them, and find out if you can attend their next trial.

As you do this, no doubt you’ll get a lot of ideas. You’ll also find inspiration as you realize that you can do what they do. Don’t accept everything as gospel, however. They may be successful not because of what they do but in spite of it.

The biggest benefit of this exercise is that you may find out how much you’re doing that is as good or better than what they do.

You’ll be inspired to keep doing it, and someday, other lawyers will study you.

Marketing is easier when you know the formula

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Three things playing poker taught me about marketing legal services

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I played a lot of poker in college. I wasn’t necessarily a great player but I usually won because I got a few things right.

One thing I got good at was bluffing. Poker teaches you that you don’t have to have “the goods” (the best hand) to win the pot, as long as the other players think you do. In a law practice, we call that “faking it” until you make it.

You can get clients and win cases if you sound like you know what you’re doing, even when you don’t. But like poker, you can’t bluff all the time. If you do it too much, you’ll eventually get caught.

Do what you have to do as a new lawyer to get your practice started, but get some help when you’re in over your head. And whatever you do, make sure your clients don’t know how much you don’t know.

Poker also taught me that you don’t have to always win the big pots to win the game. You can do nicely by winning a preponderance of small to medium-size hands and letting the other players fight over the long shots. Some players in our game went hard after the biggest pots and while they sometimes won them, their net for the night was often a big loss.

By contrast, I almost always walked away from the table a winner. I did the same thing in my law career, focusing on small to medium-sized cases. They didn’t bring me many of the biggest pots, but I didn’t have any great losses, either.

The biggest thing poker taught me about marketing is that you don’t have to be a great player, you just have to be better than the other players at the table. Apparently, that’s how I was able to do so well.

In building a law practice, you may have a large number of competitors, but most of them aren’t very good at marketing. You can beat them by getting good at a few key marketing strategies. If you’re a little better at getting referrals, for example, you can become a “top player” in your market.

You can let others spend big on advertising and chase the big prizes while you consistently go home a winner.

The best way to get good at getting referrals

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