Marketing legal services Archives - Page 86 of 129

Social Media Myths Busted (and other lessons for lawyers)

August 14, 2014 by David M. Ward

I’ve been accused of being down on social media. It’s true that I don’t use it much, but I do use it. I realize it’s a big deal and it’s not going to go away. I also know that many people who read me and connect with me use social media extensively to provide value to their readers and followers and it makes sense for me to make it easier to do so.

I also understand that social media (done right) isn’t about advertising or selling, it’s about networking. I may not let on that I get the difference, but I do. It is a great tool for finding and reaching out to people in your niche, many of whom you would never meet at in-person networking events.

Apparently, a lot of people don’t get or don’t like social media. So when I saw a new book that promises to reveal the truth about social media and how Luddites like me can use it to increase our bottom line, I grabbed a copy.

In Social Media Myths Busted: The Small Business Guide to Online Revenue, social media expert Laura Rubinstein reveals the truth about common social media myths such as “It takes too much time,” “It’s not relevant to me,” and “You have to be an extrovert to be successful”.

After this, I might read, Social Media is Bullshit.

Whatever your take on using social media in your practice, there’s something else to be learned from Rubinstein’s book. Two lessons, actually, that can be used in marketing even if you never use social media.

The first lesson is about how she wrote the book. Although she is an expert on social media, Rubinstein interviewed 30 business owners and social media experts and got their take on the subject. Those interviews are distilled into the book. She was able to cobble together a book imbued with the knowledge and credibility of the interviewees, no doubt making the book better and easier to write.

Interviews allow you to write a book or any kind of content more quickly and easily. If you interviewÂ subject matter experts, their knowledge and experience will add depth to your content. If they aren’t experts, clients for example, their stories can provide context and human interest.

There’s another lesson from crowd sourcing content the way Rubinstein did it, and it’s a big one.

The thirty people she interviewed are all named in the book. They not only get the author’s stamp of approval, they also get exposure to thousands of people who read her book. Do you think these thirty experts might proudly promote this book to their lists and through their social media channels?

You bet your ass they will.

Tens of thousands of people who are interested in social media will hear about this book and want to see what their favorite guru says about social media. Result: Rubinstein is selling a ton of books.

She’s killing it. Bringing in cash, traffic to her web site, and opening doors to new marketing opportunities.

You don’t have to write a book to accomplish this. Interview some experts and post it on your blog. Feature them and their wisdom and they will send traffic to your site.

Where do you find these experts? How about social media?

More ways to create content, build traffic and get more clients, with or without social media: Click here.

Filed Under: Blogging, Leverage, List building, Marketing legal services, Newsletters, Online Marketing, Social media, Social media marketing, Web traffic, Writing Tagged With: content marketing, Social Media Myths Busted

Is your marketing message like a horror movie? I hope so.

August 13, 2014 by David M. Ward

Suppose you went to a horror movie and it was 90 minutes of non-stop slashing and killing. No plot, no character development, no suspense. You see the bad guy in action from start to finish. You know what’s going to happen next (more blood and guts) and you don’t care.

Bad script.

A good script plays with your emotions. It makes you think something might happen to someone you care about, but you’re not sure what it is or when it will happen. It tells a story, so that you can feel what the characters feel and get scared right along with them. There is a rhythm to the film, with highs and lows and twists and turns which keeps the story moving towards a satisfying ending.

You need to tell a similar story in your marketing.

Let’s say you handle divorce and you have an email list. Prospective clients subscribe because they are interested in learning more about divorce and haven’t made up their mind about what to do. So, you start emailing. What do you say?

Many lawyers send their list an endless message depicting the client’s pain (bad marriage) and the ultimate solution (divorce). Every email is basically the same.

PAIN. PROBLEM. (HIRE ME). PAIN. MORE PAIN. MORE PROBLEMS. ONGOING PAIN. (WHAT ARE YOU WAITING FOR?) PAIN. PAIN. PAIN. . .

Bad movie. Your audience is more than likely to walk out (un-subscribe).

Nobody wants to listen to a non stop recitation of painful thoughts, any more than they want to watch 90 minutes of evisceration. Give your readers a dose of pain and problems, but then give them some relief before you go at it again.

Tell them about the problem and the solution you offer. Then, talk about something else. Tell them about one of your clients–what they went through and how they came out okay. After that, tell them another client story with a happy ending. Ah, just when they are feeling good and forgetting about their pain, boom, you remind them again about what might happen if they don’t take action.

The problems is still there. It’s not going away. They need to do something.

Next message, you might talk about alternative solutions. Mediation, counseling, marriage encounter.

Options. Relief. Something else that might work. Give them information, ideas, links.

Then, maybe something completely off topic. Talk about the wind chimes on your patio and how relaxing it is to watch the sunset and listen to the chimes after a hard day at work. Your list sees that you are a real person with problems and stress in your life, just like them.

Then you might talk about wills and trusts. This might not be one of your practice areas but everyone needs to know something about this, including people thinking about divorce. Give them a few tips. Refer them to a good estate planning lawyer you know.

Next up, more pain. They thought you had forgotten about that. They were trying to forget about it, but there you are, reminding them again. And you’re right. The problem isn’t going to go away by itself. They have to do something.

You mention that you have a questionnaire on your website that might help them put their situation into perspective. They fill it out. They see that you offer to speak with them, no charge or obligation, to answer their questions and tell them more about their options. They’ve been hearing from you for awhile. They trust you. They call.

Marketing is like dating. You don’t clobber the girl with a club and drag her to your cave. You court her. You let her know something about you and what you have to offer. You give her time to get to know you. You back off and let things develop naturally.

When she’s ready, she’ll let you know.

Learn how to build an email list and use it to get clients. Get this.

Filed Under: Closing the sale, Copywriting, Email, Marketing legal services, Newsletters

Finding the sweet spot in marketing legal services

August 12, 2014 by David M. Ward

If we draw a diagram of the marketing legal services universe we would see three sectors. The first sector is comprised of lawyers who do very little marketing or no marketing. This includes the ones who proclaim that they are professionals, not sales people, and “shouldn’t have to” do any marketing.

Of course every lawyer does marketing, whether they know it or not. Remember, marketing includes all of the little things we do to make our client’s experience with us a net positive. But the lawyers in this sector don’t do much more to build their practice.

The next sector, the smallest of the three, are those attorneys who understand the importance of marketing and who do it big. They study marketing, they have staff, they have a budget, and they are put a lot of energy into growing their practice.

The third sector, and the largest, is where everyone else resides.

If you’re in the first sector, be warned. You’re playing with fire. A practice that isn’t growing is dying, and if you’re not making a conscious effort to market your services, it is only a matter of time before you’re in trouble.

If you’re in the second sector, congratulations. The rest of us admire you. But that doesn’t mean we all want to do what you do. We know that marketing is vital to our success, and we do it, but most of us don’t do it with the same intensity you do.

Are you surprised that I include myself in this sector? When I was practicing, I got good at marketing because I wanted to eat and pay my bills, not because I loved marketing or was driven to build the biggest practice in town. I had other things I wanted to do in my life outside of my legal career, and I did them.

You can build a successful career without being “all in” with respect to marketing. In fact, if you are passionate about what you do as a lawyer and you’re good at your work, you don’t have to do a lot of marketing.

But you have to do some.

Find a few things you enjoy doing and have time to do, and do them. Don’t worry about everything else.

Need a marketing plan? Get this.

Filed Under: Marketing legal services, Marketing Plan

Every lawyer needs to be able to tell these 5 stories

August 8, 2014 by David M. Ward

When speaking to prospective clients, an audience, interviewers, or professional contacts, you need to be able to tell them about you and what you offer in a way that is interesting and memorable. They should be able to see and understand the people behind the brochure or the web page.

Here are 5 stories you should be prepared to tell that make that possible:

1. Why us

What you do for your clients, the benefits you offer, the kinds of clients you work with, and why someone should hire you instead of other lawyers.

2. Your/your firm’s mission

The big picture about the work you do, your vision for the future.

3. Your personal story

Stories about your past, personal interests, family. The person, not the lawyer, although you can add why you became a lawyer.

4. Client stories

Success stories about people who hired you and received positive results. Have one or two for each practice area/problem and niche market.

5. Partner and/or staff stories

Be prepared to talk about other people in your firm. Clients like to know something about other people who might work with them.

A list of credentials and accomplishments has its place, but to be more effective, talk about people: yourself, your staff, and your clients. Tell stories that show who you are and how you make a difference. Because facts tell, but stories sell.

Filed Under: Communication, Image, Marketing legal services, Networking, Public Speaking Tagged With: stories

How to stand out in a crowded market

August 5, 2014 by David M. Ward

In The Attorney Marketing Formula I talk about how to differentiate yourself from other lawyers. There are many things you can do within your core practice areas to show people how you are different and give them a reason to hire you instead of other lawyers.

Half the battle is being noticed and remembered. We all look alike. We all wear the same suits and speak the same language. Go downtown and you can spot the lawyers half a block away.

Anyway, what if you had something else you were known for? Something that has nothing to do with being a lawyer but everything to do with being you?

Perhaps you are the personal injury lawyer who likes opera. Or theÂ Texas criminal defense lawyer who loves the Yankees. Or a small business lawyer who put herself through law school playing in poker tournaments.

Different. And memorable.

Take something from your personal life, present or past, and wear it like an emblem. When people see you walking down the street, they’ll remember you as the lawyer who used to play in a rock band or the lawyer who collects Native American art.

It’s a little hook to help you stand out, but it also opens up possibilities for networking in a niche market where you have knowledge and contacts.

When I was in grammar school, there was a kid who always wore green socks. Every day, in fact. He had an Irish surname but I think I asked him once and he told me he just liked green. Today, decades later, I still remember his name and those green socks.

Maybe you could be the lawyer who always wears green socks. Or red. Or bow ties. Or a scorpion lapel pin.

I don’t know what your thing is, but whatever it is, once I associate it with you, I’ll probably remember you. It might not be enough to hire you or send your referrals, but you’ve got a better shotÂ than than the lawyers I met once but can’t remember.

Learn more about how to stand out in a crowded market. Get this.

Filed Under: Image, Marketing legal services

How to get more traffic and more clients

July 30, 2014 by David M. Ward

Put more people in your posts and articles. You’ll get more traffic, more people reading your content, and more people sharing it. Bottom line, more clients.

People like to read about people. Content about people (instead of concepts) is more interesting to read and more interesting to write.

You could interview people about their life and accomplishments, about their case or cause, or about their process and recommendations. You could present a transcript of yourÂ interview or a summary and quotes. You could do a profile. Or simply mention them. You could review their books or articles or performances.

You could write a print piece, create a video or audio, or all of the above. You could talk to them in person, on the phone, or via chat, orÂ emailÂ some questions and have them email their answers.

You could tell their story or have them tell it. You could agree with them and champion their ideas, or present their words and your rebuttal. You could name them or keep them anonymous.

You could write about:

Your clients
People in the news/famous people
Centers of influence in your target market or community
Prospective clients you have met or consulted
People you meet at networking or speaking events
People you meet on airplanes
Other lawyers in your field
Lawyers in other practice areas
Professionals in allied fields
Business owners who sell to your target market
Authors, bloggers, speakers, consultants, and expert witnesses
Your family and friends

Asking people you know for interviews or quotes will flatter them and strengthen your relationship. Reaching out to people you don’t know for an interview or comment will open doors to new clients, new referral sources, and new speaking and writing opportunities. You’ll get ideas for improving the marketing and management of your law office. And you have an endless supply of material for your blog or newsletter.

For more ideas on creating content and marketing online get Make the Phone Ring

Filed Under: Blogging, Marketing legal services, Newsletters, Online Marketing, Web traffic

The single most important question in legal marketing

July 25, 2014 by David M. Ward

Knock Knock.

Who’s there?

New clients.

New clients who?

New clients aren’t going to hire you unless you give them a good answer to this question.

It’s the single most important question in legal marketing. Unfortunately, most attorneys don’t have a very good answer.

Here’s the question:

“Why should a prospective client hire you instead of any other attorney or firm?”

Inadequate (but typical) answers include:

“We’re good at what we do”

“We work hard for our clients”

“We provide excellent ‘customer service'”

“We’ve won millions of dollars for our clients”

“I’ve been endorsed by XYZ”

“I get top ratings from ABC”

These are bad answers because your competitors can (and do) say the same things.

Your answer to this question must show people how you are different, not the same. It must give people a reason or reasons to consciously choose you, because they can see how they will benefit if they do.

Let’s take the first one, “We’re good at what we do,” and see if we can improve on it. Why are you good at what you do? What do you do differently or better? In what ways do you do your work that other attorneys don’t?

Answer these questions and you might be on to something. If you do something other attorneys don’t do, this differentiates you. If you dramatize that difference with examples and details, prospective clients could well see why you are the better choice.

Yes, the gentleman in the back with the $4,000 suit. You have a question?

“People hire our firm because of me. I’m what makes us different. Why do I need anything else?”

Actually, that’s a great question. If you’ve worked hard to build a stellar reputation and strong relationships with important clients and referral sources, you may not need anything else.

For now.

One day, you may stumble. Your reputation may be sullied. Your relationships may go south. Or, someone else will come along and show your clients something better.

Have we not all seen high flying firms who have faded in popularity? Big name lawyers who have lost their big name clients and had to downsize, or fold?

You can’t rely on your good looks forever.

Yes, build your reputation and your relationships. But just to be on the safe side, think about how you might answer the question. Because some day, you may have to.

Find your uniqueness. Differentiate yourself. Get this.

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

How to get more clients from your newsletter

July 23, 2014 by David M. Ward

When I launched my new ebook on KindleÂ recently I set up an email list for purchasers. If they subscribe, they get tips and other goodies from me related to the subject matter of the book (network marketing recruiting). They get value from me by being on the list. I get a mechanism for promoting my books.

It’s a small list right now, and that’s fine. Sure, I want lots of subscribers, but more than quantity, I want quality.

You should, too.

If you have a large list that’s not producing many inquires for your services (or buying anything else you’re selling or promoting), it’s because you’re focusing on building a list instead of building relationships. Relationships come from delivering value and engaging the people on your list. By finding out what they want to know or do and finding ways to helpÂ them.

A list of 50 people who love your content, and you, is worth far more than a list of thousands who barely know who you are.

When I say list I mean email list, not social media connections. On social media, your messages are fleeting. Most people won’t see them. They are public, so anyone mightÂ see them, and that makes your posts less intimate and special.

Email, on the other hand, is personal. Even though the same message is sent to many, that message isn’t out in the open for all to see. If someone wants to comment on a social media post, they have to consider that everyone else can see what they say (and who they are). With email, they can remain anonymous to everyone but you.

And with email, you are in control. Your list is yours. Facebook doesn’t determine who does or does not see what you write.

Yesterday, I sent my first email to the new list. I thanked them again for purchasing and told them the price would be going up in a few days, in case they want to let other people know. I encouraged them to leave a review. And then I shared a tip.

I’m starting to build a relationship with my list.

Note that everyone on your list may not be a prospective client for your services. They may have hired you before and not need you again, or never hired you because the crisis has passed. Or they might be a fellow professional who likes what you do. But everyone on your list is a potential referral source.

My list isn’t going to buy my book again, but they can tell many others about it. I’m pretty sure that if I continue to build a relationship with them, that’s exactly what they will do.

If you want to get more clients from yourÂ newsletter, getÂ this

Filed Under: Blogging, Client loyalty, Client relations, Communication, Email, Marketing legal services, Newsletters, Social media marketing

Where I get some of my craziest ideas

July 21, 2014 by David M. Ward

When I began my quest to learn about marketing legal services, there weren’t many books available on the subject. There were the usual ABA assortment, with advice for big firms, and some books on starting a new practice (thank you, I know how to order business cards), but nothing that was immediately usable to me.

I didn’t need theory, I needed to know what to do today to bring in some business tomorrow so I can pay my rent on the first.

Hungry for ideas, I turned to books written for other disciplines.

I read books written for retail store owners, insurance sales people, and real estate professionals. I read books about cold calling, copy writing, advertising, direct mail, speaking, writing, and sales.

I read everything I could find in the library that remotely pertained to marketing and advertising, and bought countless more at the bookstore.

Much of what I read didn’t apply to marketing legal services, but I got some ideas. Eventually, I found some things that worked.

Reading broadly, outside of the legal realm, helped me gain perspective and grow as a marketer. I still do this and I suggest you do the same.

Of course today there are a lot of books and blogs about marketing legal services. But when we only read in oneÂ area, we risk growing stale. Mix it up a bit. Read books and blogs written for other professionals and businesses. Learn how they go about marketing, advertising, sales, and management.

Read about personal development and leadership. Even if you have no employees, you are still a leader–of your clients and professional contacts and in your community.

When I started a network marketing business, I learned about a different kind of marketing. The genesis of some of the crazy (crazy good) ideas that infuse my writing about marketing legal services is network marketing.

Speaking of network marketing, have you read my new book, “Recruit and Grow Rich”? Even if you have no interest in network marketing, you might want to pick up a copy. One of the reviewers (an attorney whose name you will recognize) said many of the ideas in the book apply to almost any type of business. Another reviewer called it a “must read for attorneys”.

Anyway, I’m raising the price soonÂ so now would be a good time to get the book:

http://recruitandgrowrichbook.com/kindle

Outside the US, go to your amazon store and search “Recruit and Grow Rich”.

If you’ve read the book and liked it, and haven’t yet left a review, I would appreciate it greatly if you did.

It doesn’t have to be long. Just a quick “here’s what I thought”.

Every review helps me. And helps others decide if they should read it or not.

If you insist on reading about marketing legal services, star with this

Filed Under: Marketing legal services Tagged With: network marketing