Networking Archives - Page 11 of 17 - The Attorney Marketing Center

A simple daily habit that could change everything

June 25, 2014 by David M. Ward

I read an article that offered suggested daily habits that could help us 5 years from now. One habit stood out, not just because it has marketing implications, but because I think it could bring immediate benefits.

The habit:

Talk to one stranger every day.

Think about the possibilities. The stranger you speak to could be your next client, a marketing joint venture partner, or a source of referrals. Or they might introduce you to someone who fulfills one or more of those roles.

Talking to someone new can give you ideas for articles and posts, for marketing or managing your practice, or for doing something new and exciting.

Practicing the habit of approaching strangers also helps you develop your networking and interpersonal skills.

And it could be a lot of fun.

You could approach people by design–professionals and centers of influence in your target market or local community, for example. Or, you could make it a serendipitous adventure and approach people at random. How about the person immediately behind you in the line at Starbucks?

Strangers represent opportunities, the article notes. True, most opportunities don’t pan out. With many strangers, you won’t get to first base.

But you never know when the next person you meet mightÂ be the one who opens doors to great new adventures. Or, turn out to be a new friend.

Filed Under: Just for fun, Networking, Personal development Tagged With: getting ideas, habits

How well do you know your clients and prospects?

May 27, 2014 by David M. Ward

Peter Drucker said, “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”

In other words, when there is a close match between what you offer and what your client wants and needs, you don’t need to persuade him to hire you, you need do little more than show up.

Do you know whatÂ your clients want? Do you know whatÂ keepsÂ them up at night? Do you know what other options they have considered?

Do you know where they live and how much they earn? Do you know what they do for work and what they do on weekends?

You may not know these things if you are like most lawyers who define their target market merely in terms of legal problems. That is, anyone who has a certain legal issueÂ is a potential client. That may be true in a literal sense, but if you stop there, you’ll never achieve the kind of synchronicity that draws clients to you and makes them immediately see you as the best solution.

You need to define your target market in terms of your ideal client. Who is an almost perfect match for you? You need to know your clients and prospects so you can focus your marketing efforts on attracting them.

If I tell you I know lots of clients I can refer to you but I need you to tell me what you are looking for, what would you say? When you can answer this question with specificity, marketing gets a lot easier.

I’ll be able to quickly identify clientsÂ whoÂ would be a good match for you and I will be able to tell them why they should contact you.

When your ideal client reads something on your website, they will know that they don’t need to look elsewhere, they’ve found the right lawyer.

When you are networking or on social media and someone asks you what you do, you’ll be able to tell them not only what you do but for whom you do it, making it more likely that they will self-identify.

Many lawyers are hesitant to define their ideal client, or publicize it, because they are afraid they won’t attract clients who don’t fit the profile. “If I say my ideal client is in the insurance industry, I won’t attract clients in the transportation field,” they say.

Yes, and that’s the point.

You don’t want to get the scraps in a variety of markets, you want the lion’s share in one market.

Big fish, small(er) pond?

Choose a target market. Define your ideal client. Get to know everything you can about them. And then offer them exactly whatÂ you know they want.

When you do, you won’t have to explain why anyone should choose you instead of any other lawyer. Everyone will know.

For help in defining your target market(s) and ideal client, get this.

Filed Under: Marketing legal services, Marketing Plan, Networking, Referrals Tagged With: ideal client, niche market, peter drucker, target market

Networking for lawyers who don’t like networking

May 9, 2014 by David M. Ward

Think of a professional, business owner, or executive, you know. Got it? Okay, next, think of someone else you know in the same market or community who (you are pretty sure) doesn’t know the first person. This could be a business client, or prospective client.

Now, call the first one and ask if they know the other person. If they don’t, tell them how great they are and tell themÂ you want to introduce them. They might be able to do some business together. They might be able to help each other in some way (write articles, interviews, joint venture, referrals, etc.) Or, they might just meet a kindred spirit.

Next, introduce them. Do a three-way call, or meet for coffee.

Then, get out of the way. Your job is done.

One of the most valuable (and easiest) things you can do in networking is to simply introduce people. In doing so, you are providing value to both. Of course, you’re also helping yourself this way. The two you introduce may not do business together but they will both be grateful that you made an effort to help them.

Networking for lawyers doesn’t have to be formal, time consuming, or awkward. It can be done quickly and over the phone. And it can yield huge benefits.

Think about who you know and who might like to know them. And from now on, when you meet someone new, think about who you know you can introduce them to.

Want more referrals? Consider doing a Referral Blitz.

Filed Under: Networking, Referral sources, Referrals, Relationship marketing

People tell me I’m funny, but looks aren’t everything

May 5, 2014 by David M. Ward

Apparently, being funny is good for your career. According to this article, there are lots of benefits to a sense of humor in the workplace.

But what if you’re not funny?

We all know people who seem to be humorless. They may appreciate other people’s humor but they simply don’t have it in them to make anyone laugh.

Can you learn to be funny? I’m thinking not. And the only thing worse than having no sense of humor is thinking you do.

Trying to be funny when you don’t have a funny bone could do a lot of harm. In front of a jury, for example, a natural sense of humor, used appropriately, can score points. If you miss, it could be disastrous.

Some lawyers take “stand up comedy” courses. Others take acting classes to learn how to loosen up in front of a crowd. Do they help? Maybe. But at the end of the day, I’m in the camp that says you either have it or you don’t.

If you’re not naturally funny, it’s okay. On the Star Trek series, the Klingon characterÂ Worf is depicted as someone with no sense of humor. Nevertheless, he is respected, trusted, and generally liked. He would die to protect his friends and colleagues, he just won’t die laughing.

A sense of humor is a valuable asset but there are other ways to improve communication and foster liking and trust. Becoming a good listener is a notable example and it is a skill that can be learned.

In Dale Carnegie’s, “How to Win Friends and Influence People,” he doesn’tÂ say anything aboutÂ being funny. He does talk about the next best thing: smiling. When you smile, people see you as happy and friendly and nice, and they like you because of it. When you smile, they smile and they feel good about themselves, and about you.

Smile and the world smiles with you. Tell a bad joke and the world rolls their eyes.

Filed Under: Communication, Image, Networking, Personal development, Public Speaking Tagged With: humor, smiling

How to make a better second impression

May 2, 2014 by David M. Ward

I admit it, I donâ€™t always make a good first impression. Sometimes, I say things that come off as insensitive or inappropriate and my sense of humor sometimes leaves people wondering if Iâ€™m still in junior high.

Do you ever do these things? Do you ever wish you could go back and un-say what youâ€™ve said?

You can. And doing so will often create a better impression than you could have hoped to create the first time around.

The answer to a good second impression is to admit your mistakes. First, to yourself. You have to know when youâ€™ve messed up. Then, to the person or persons you have insulted, confused, or otherwise left scratching their head.

Apologize. Itâ€™s as simple as that. You donâ€™t need to explain, although that might help if you do have an explanation other than â€œIâ€™m an idiotâ€. Usually, a simple, Iâ€™m sorry, I didnâ€™t mean it,â€ is enough.

Most people understand. Most people are forgiving. Most people will like you better for being honest enough to admit your mistakes and for caring enough to come forward.

Itâ€™s well known in marketing that when a customer or client is upset, making things right often leads them to become long-time clients and ardent supporters. I think it has something to do with releasing the tension created by the initial mistake or problem.

As lawyers, itâ€™s often difficult for us to admit weâ€™re wrong. We donâ€™t want people to know we make mistakes. Because of this, when we admit our transgressions, it can make an even bigger impact.

If you have made a bad first impression, fess up and fix it. You can make a better second impression. Unless you own an NBA team and you just donâ€™t care.

Need help with marketing? Here you go

Filed Under: Client loyalty, Client relations, Communication, Networking, Personal development Tagged With: Donald Sterling

How do I become an expert in my field?

April 25, 2014 by David M. Ward

“How do I become an expert in my field?” Good news. In the eyes of most prospective clients, you already are.

You have the license, the big leather chair, and you wear a suit and tie. With most consumers, it doesn’t take more than that. With many business clients, it doesn’t take a lot more.

But what about other lawyers? Do they see you as an expert? If they do, you probably get lots of referrals from them, and not just any referrals but big cases and valuable clients. You may also be sought after for interviews and speaking engagements that further enhance your reputation.

Being an expert has it’s privileges, yes? So, how do you develop an expert reputation?

Winning big cases and having prestigious clients, that’s how. But. . . how do you get the big cases and prestigious clients if you don’t have the reputation?

It is a “Catch 22”. But fortunately, in marketing, perception is everything. You are an expert if people perceive you to beÂ one and there are things you can do to enhance that perception.

One of the best things you can do to be seen as an expert is to associate with experts. Identify people who are already acknowledged as successful in your field or marketÂ and associate with them. Go to the events they go to and meet them. Get your picture taken with them. Introduce them to other people you know at the event (even if you just met them that day).

Mention their name on your blog. Congratulate them on their recent victory. Link to their website. Quote them in your writing and speaking.

Contact them and ask to interview them for your blog, article, or newsletter. Suggest their name as a guest speaker at other events you attend. Send them some business.

You start where you are. Eventually, you’re having lunch with acknowledged experts, being seen with them, learning from them, and being introduced by them to other experts, on your way to being seen as an expert in your own right.

We are judged by the company we keep. If you associate with successful people, othersÂ will assume that you have their seal of approval and accept you into their circles. Then, someone hires you or give you a referral and you’re on your way.

I love it when a plan comes together, don’t you?

Your clients and contacts can help you quickly get a lot of business. Here’s how.

Filed Under: Image, Networking, Referral sources Tagged With: Law of Association

Welcoming new businesses to your community

April 15, 2014 by David M. Ward

My local Chamber of Commerce puts out a weekly email newsletter. It features upcoming events such as networking mixers, charity golf tournaments, and a meet and greet with our mayor. It also welcomes and lists new members.Â

If I were still practicing, I would contact the new members, congratulate them on their new business, and welcome them to the community. If they aren’t a new business, I would congratulate them on joining the chamber.

If they are new, I’d ask if they are having a grand opening. If they aren’t new, I’d ask about any current sale or promotion. Then, I’d mention this in my newsletter and post it on my blog.

It doesn’t matter whether I handle business matters or consumer matters, or that they already have a lawyer. They have customers and vendors and business contacts who may need a lawyer, now or in the future. They joined the chamber to meet other businesses and some of those businesses might need a lawyer, or have customers who do.

I’d ask what kind of customers or clients they wanted and do my best to send them some referrals. I’d introduce the owner or manager of the business to other business owners and professionals in the market.

Do you think some of these business owners and professionals might also introduce me to other business owners and professionals they have met? Is it possible they might have some referrals for me? Do you think they might offer me some kind of special deal I could pass along to my clients and prospects?

Yes or yes?

How many other attorneys do this? Approximately zero. You can be the one and only.

You can start with a short phone call. Leave a message if you need to. Or send an email. Don’t pitch anything, just welcome them. If you speak to them, ask about their business. If you hit it off with them, meet them for coffee.

Marketing is easy. Lawyers are difficult.

Get The Attorney Marketing Formula and learn more about marketing legal services.

Filed Under: Blogging, Networking, Newsletters, Referral sources, Referrals, Relationship marketing

Networking and your legal marketing plan

April 8, 2014 by David M. Ward

If you do it right, networking can become a cornerstone of your legal marketing plan and one of your biggest sources of new business and career opportunities. But it can also be time consuming.Â

One way to get more out of your networking is to use it as a springboard to finding content for your blog or newsletter.

Interview people you meet through networking and post it on your blog or in your newsletter. Do a profile of them or their business or practice, or promote their cause.

They get exposure, traffic, and new clients or customers. Your readers learn valuable tips from these subject matter experts. You get content for your blog that may bring you more search engine traffic.

And you get the gratitude of your new networking partner.

Their gratitude may lead to good things for you. Or it may not. Not all of people you feature in your interviews will reciprocate by interviewing you or sending you traffic or referrals. But some will.

These interviews can lead to other things. You can invite your networking partners to submit guest posts or articles for your blog or newsletter. You can explore other marketing joint ventures.

Go find some professionals, businesses, or vendors who sell to or write about your target market or community. You can find them online or in person. Reach out to them and ask questions about what they do. Then, ask for the interview. I can’t imagine anyone turning you down.

Wait, I’ll make it even easier for you. Start (this week would be good) by approaching someone you already know. Call your best referral source or business client and tell them you want to interview them.

What’s that? You don’t have a blog or newsletter? I guess you better start.

Learn how to create or grow a blog or website. Click here.

Filed Under: Blogging, Networking, Newsletters, Relationship marketing, Web traffic, Writing Tagged With: Leverage

How Law Firm Marketing is Bringing Sexy Back

April 1, 2014 by David M. Ward

In the 1980’s, TV’s “LA Law” depicted a successful downtown Los Angeles law firm where the lawyers were high-paid and attractive (and shagging each other), the clients were rich and often famous, the cases were challenging, the cross-examination was brilliant, and everything was resolved in 44 minutes.

I’m guessing the script for your life is a little different.

Unrealistic as lawyer TV shows are, there are lessons to be learned from shows like these. Lessons about law firm marketing.

What do TV lawyers do to bring in business? They win cases. Their success in the courtroom breeds more success. So, the first tenet of law firm marketing is to be good at what you do. You don’t need a script writer. You don’t need to be brilliant. You just need to be better than the guy at the other table.

Next, they do a lot of networking. They know a lot of other lawyers. They know lots of business owners and executives and centers of influence in their community. They know reporters. They go to lunch with someone just about every day.

They do a lot of public speaking. And write books. And get interviewed.

Hey, they don’t do anything on TV you can’t do in your practice.

There’s one marketing area where fiction and real life part company. On TV, they don’t do much on the Internet because it’s hard to make that visually interesting. You don’t have that restriction, so make sure you have a robust web presence.

Your life may seem boring and routine when compared to TV lawyers, but you can be just as successful. Get good at marketing, bring in lots of business, make lots of money, and you can have what they have. Minus the drama.

By the way, I got the title for this post by using one of the blog post title generators I wrote about yesterday. Have you tried them yet?

Marketing is everything we do to get and keep good clients. Here’s The Formula.

Filed Under: Marketing legal services, Networking Tagged With: LA Law