Advertising for attorneys who don’t advertise

November 21, 2013 by
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It’s raining and there was a collision in front of my house this morning. Naturally, I grabbed some business cards and ran outside. Just kidding. I don’t do that anymore. Just kidding. I just put on my tee-shirt that says, “Auto accident lawyer” in big print and asked if everyone was okay. Just kidding. I don’t own that shirt anymore.

Yikes, I just remembered, when I passed the bar someone gave me a tee-shirt that said “Da Lawya” on it. For realz.

Anyway, it’s good to let people know what you do for a living. The more people who know, the more chances there are that someone will want to hire you or refer someone they know.

So let’s talk about attorney advertising.

Not the usual kind of advertising. Not the kind you may not like or may be forbidden from doing. Something different. Easy. And free.

There are two steps:

Step one: Contact two people today you don’t know, either online or in person, and ask them what they do for a living.

Step two: Repeat step one daily.

That’s it. Approach two people a day, introduce yourself, and ask what they do. They’ll answer. Then, they’ll ask you what you do. You tell them. Done.

After that, who knows. Someone might need you right away, but it doesn’t matter. There are lots of things you can do to continue the conversation and build a relationship.

So maybe that’s not really advertising, it’s networking. Whatever. It works. And it’s easy. And you don’t need a tee-shirt.

Marketing is everything we do to get and keep good clients. Start here.

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Filed Under: Advertising, Business cards, Marketing legal services, Marketing Plan, Networking, Social media marketing Tagged With: ,

How to handle negative reviews and comments

November 18, 2013 by
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I just read a post on the subject of dealing with negative comments on sites like Yelp and social media. The author says, in a nutshell, that if the statement is factually untrue, and you can prove it, you can ask the site to remove it. If it is an opinion, the author says to, “add a comment to the post explaining your rational [sic] in a non-hostile way and how you plan on addressing the situation.”

I disagree. I would not respond to negative reviews in a public forum. Doing so only invites more negative comments, from the original poster or from others who side with him or see the need to defend him.

An opinion is an opinion. If they didn’t like something, they didn’t like it. Right or wrong, it’s their opinion. Any efforts to defend or explain yourself will only make you look bad. As much as it might hurt, it’s almost always best to ignore these comments, at least publicly.

If you can identify the client who made the post, reach out to them privately. See if you can resolve the issue. Apologize, make amends, offer satisfaction. Do what you can to win back the client, or at least make them see that their public comment was too harsh and retract or amend it.

The author recommends encouraging visitors to the site or thread to contact you privately by email, so you can respond to questions or comments. I’m not sure that’s a good idea. You want people to communicate with you, of course, and that includes negative comments. But if you “make an appearance” on the forum or in the thread to extend this invitation, you leave readers wondering why you didn’t respond to the negative comment(s).

The better way to handle this is before it occurs. Make sure your clients and others who engage with you and your staff are openly and repeatedly encouraged to contact you if they have any questions or concerns. Let them know that if they are unhappy about anything, you want to hear about it. Set up mechanisms that make it easy for people to contact you, even anonymously. And remind them to do so. When people know they can blow off steam directly to you, they may be a little less likely to do it publicly.

One thing the author of this post and I agree on, if you do have negative comments, ask some of your happy clients to post positive comments. If you have enough positive comments, you can effectively bury the negative ones. People are smart. If you have twenty positive comments and one that is critical, most people will put things in context.

I know many attorneys resist getting involved with social media and review sites like Yelp because they don’t want to invite negative comments. But these will occur, if they occur, regardless of your involvement. The better course of action is to be proactive. Set up accounts and invite your clients to share their views. I suspect most will be positive. If an unhappy individual comes along, perhaps even the losing party in an acrimonious case, there will be no need for you to defend yourself, your other clients will do it for you.

I’d love to hear your thoughts on how to handle negative reviews. What do you do, or plan to do, about negative comments?

Make the Phone Ring is my course on Internet marketing for attorneys. Check it out here.

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Filed Under: Communication, Marketing legal services, Online Marketing, Social media, Social media marketing Tagged With: , ,

Marketing a law practice 15 minutes a day

October 28, 2013 by
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One of the biggest challenges with marketing a law practice is finding the time to do it. Fortunately, there are many marketing-related tasks you can do in just 15 minutes.

For example, in just 15 minutes you can expand your network. Here’s how:

  • Go through your desk drawers and find all the business cards you have accumulated. Also find address books and contact lists (professionals, business owners, prospects, etc.)
  • Look for these people on LinkedIn and add them to your network; update the invite email that goes to them with a personal reference (e.g., where you met)
  • Do the same thing with your other social networks, adding Facebook friends, Twitter followers, etc., to LinkedIn, or vice-versa
  • Once you have done this, spend 15 minutes a day commenting on your contacts’ posts, asking questions, or sharing resources (your own and others).

Marketing a law practice doesn’t have to be complicated, expensive, or overly time consuming. The key is to commit to doing something every day, even if it’s just 15 minutes.

Want more traffic and more referrals? Offer your contacts something they can share with their contacts. Here’s how.

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Filed Under: Marketing legal services, Marketing Plan, Social media, Social media marketing Tagged With: , , , ,

The problem with lawyer directories

September 4, 2013 by
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I got yet another unsolicited email from a new lawyer directory inviting me to list my practice. Aside from the fact that I no longer practice, why would I want to be listed with a company that does marketing through unsolicited bulk emails?

Anyway, I’ve got a problem with lawyer directories. Actually, several problems:

  • People searching for lawyers usually prefer to go directly to individual lawyers’ websites, rather than wading through a directory (which is another search engine, after all). If they do visit a directory, they’ll see little to help them narrow their search, other than practice area and location, and that’s not enough. (See next point.)
  • Directories make everyone look alike so it’s harder to stand out among your competition. Premium (paid) listings give you better placement, more room, and more features, but it’s still a directory and the kind of information found in directories usually isn’t enough to convince people to call. (See next point.)
  • What makes you stand out isn’t telling people what you do, it’s showing them what you do. Articles, blog posts, client success stories, YOUR story, photos of you and your staff successfully doing what you do, show people your capabilities, experience, and commitment in a way a rote listing of practice areas never can.
  • Therefore, a listing is only as good as the website it links to. Most people won’t call based only on a directory listing. They want to see more. They want to see your website.

The good news is that not only will a content-rich website sell visitors on you and what you can do for them, it will also bring them to your site through search engines and social sharing. In other words, you don’t need to depend on directories.

If a directory is free, sure, go ahead and add your listing. It will provide another inbound link to your site and yes, you may get some business from it.

Should you get a paid listing? Hey, you only need one case or client all year to pay for it. That’s the pitch, isn’t it? I won’t say never. But I’d rather see you put your energy into building your own website and getting some of that free organic traffic Google would love to send you.

If you want to learn how to build a successful website and get traffic, this is all you need.

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Filed Under: Advertising, Marketing legal services, Online Marketing, Social media marketing, Web traffic Tagged With: ,

A simple marketing plan for lawyers

August 15, 2013 by
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The experts and gurus tell you you’re not doing nearly enough to market your legal services. They provide you with a laundry list of tasks you need to do and you had better do them, they say, or you will be left behind by your competition.

Screw ’em.

You don’t have to do everything. I certainly don’t. Not even close.

I write a daily blog post, I occasionally do some guest posts, and I spend about five minutes a day on social media. Okay, you got me, I also do a lot of reading. But I am not consumed with doing everything others say I must do. I don’t worry about what anyone else is doing, and you shouldn’t either.

“Do what you can, with what you have, where you are,” Teddy Roosevelt said. He was replying to a request for more guns and soldiers during the Spanish American War. His generals wanted more. He told them they were fine with what they had. You are, too.

Yes, there are other things I’m working on. Because I want to, not because I have to. I’ve got the basics covered.

You may be different. You may have more time than I do. Okay, let me re-phrase that–you may want to spend more time on marketing than I do. You may love posting and pinning and tweeting and commenting and sharing and instagramming. You may be a video stud or a mobile maven.

And that’s fine. It’s great, in fact. God bless you. You’re doing what you enjoy and it’s working for you. That’s the way marketing should be.

Because if it’s not, if marketing is something you loathe in all it’s forms and iterations, you shouldn’t do it. Why make yourself miserable? Partner up with someone who likes marketing. Or get a job.

Because marketing must be done.

If you want to do more, do more. Not because you see other lawyers doing more and you think you must keep up with them. Do it because it makes sense to you and you want to do it.

Start by learning about what’s possible. This blog is a good place to start. My course, The Attorney Marketing Formula, provides a system for marketing legal services and includes a simple marketing plan for lawyers. My other course, Make the Phone Ring, shows you how to do marketing on the Internet.

I mentioned Teddy’s quote in a previous post where I also quoted Mark Zuckerberg. He said we often start projects with the hard parts, figuring we can always do the easy bits. He says that instead, we should start with what’s easy. This way, we will have started and starting is the most important part.

If you start, you can get better, maybe even learn to like it. If you never start, that can’t happen.

Starting is easy. Starting includes things like reading and thinking and making notes.

So don’t worry about what anyone else is doing, or what anyone says you must do. You can market your services any way you want. Find out what’s possible, do something and see how it goes. And start with easy.

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Filed Under: Career satisfaction, Marketing legal services, Marketing Plan, Online Marketing, Social media, Social media marketing Tagged With: , , , ,

Social media marketing for attorneys is not that important

July 16, 2013 by
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If you don’t have a robust social media marketing strategy in place you could soon find yourself left behind. At least that’s what everyone is saying.

This recent article in Entrepreneur is typical. It says that more and more people, especially younger ones, increasingly discover websites through social networks, less so through search.

I say it doesn’t matter. Social media marketing for attorneys isn’t that important.

Let’s think this through.

Joey Prospect has a legal problem and needs a lawyer. He goes to his favorite social network and asks for a recommendation. If his contacts have said recommendation, they provide it and a link to the lawyer’s website. If they don’t have the link, they tell Joey to do a search on the lawyer’s name.

What does this tell us? It tells us that nothing has changed. When someone needs a recommendation, they ask people they know. Yesterday, they may have phoned. Today, they go online.

If someone knows you and thinks you’re a good egg, they will refer people to you (your site) when asked. The people asking for the referral and the people giving the referral may be connected through a social network, but in the scenario above, the lawyer doesn’t have to be connected to either one.

Besides, most lawyers don’t actively engage with prospective clients through social media, nor do they need to. Most prospects don’t think about legal issues unless and until they have one and probably don’t have anything to say to a lawyer or want to hear anything a lawyer says until that occurs.

So, it’s a good thing that your clients and contacts are networking through social media. It’s good that social media is growing as a means for finding recommendations.

But, let’s keep things in perspective. If you handle legal issues that most people don’t want their friends to know about, you’re not going to get a lot of referrals that way. “Does anyone know a good criminal defense lawyer? Yeah, just got arrested for narcotics trafficking, a-gain!”

Search isn’t going to go away. So, lawyers need a website and some basic SEO in place because Joey Prospect is going to want to visit that site to see what the lawyer can do, and if the link is not provided, he is going to “google” the lawyer’s name.

Focus on building a great website with lots of quality content (i.e., solutions). This will (a) let people find you through search engines, (b) show prospects what you can do to help them, build trust, and convince them to choose you, and (c) allow people who know you or find your website to share your content with their networks.

You should provide an easy way for visitors to your site to connect with you via social media, i.e., you should have accounts with the major social media platforms and icons that allow visitors to connect with or follow you. And you should provide share buttons which make it easy for visitors to share your content with their networks.

Let everyone else worry about the networking.

However, social media is a great place for lawyers to network with other professionals. Use it to find and engage lawyers and other potential referral sources and joint venture partners.

And, if you advertise, you should probably allocate more dollars to ad buys on social media.

But don’t get hung up on the idea that you need to have a big list of social media contacts and you need to be conversing with them every day. You don’t. Social media marketing for attorneys, at least the way most people talk about it, just isn’t that important.

Learn more about social media and marketing online for attorneys in my course, Make the Phone Ring.

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Filed Under: Marketing legal services, Online Marketing, SEO, Social media, Social media marketing Tagged With: , ,

How does a new attorney get clients?

May 1, 2013 by
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Yes, how does a new attorney get clients? I remember when I was opening my practice this was something I desperately wanted to know. Unfortunately, I couldn’t find a good answer.

I was told that I should do the following:

  1. Send engraved announcements to everyone you know announcing your new practice
  2. Pass out business cards to everyone you meet
  3. Join groups where you can network and pass out cards to everyone you meet
  4. And, that was about it.

There was no Internet in those days. Yellow pages advertising was too expensive. Besides, I’d have to wait months for the book to come out and I needed business immediately.

I didn’t send out announcements, but I did tell everyone that I had opened my own practice. That brought in exactly zero business. I didn’t do any networking. I was 23 years old and looked it, and I didn’t think anyone would take me seriously. Hey, I didn’t take me seriously.

What I did do (on the phone and in classified ads in a bar journal) was contact other attorneys and let them know I was available for (a) appearances and (b) overflow work. And that actually worked. It gave me some breathing room until I could figure out how to get some clients of my own.

If you’re a new attorney today, opening your own practice, I suggest you do the same. It’s a great way to generate immediate income and get some hands on experience.

But the first thing you should do is set up a website.

Not a page in an online directory or a free website, but your own site. A domain name you own and a site that you host. You don’t need anything fancy. You don’t have to spend a lot of money. You can either do it yourself–if I can learn, you can learn–or pay someone $100 to set up the site for you. Monthly costs are less than $10.

Add lots of content to your site, to show people what you know and how you can help them. Educate people about the law and procedure. Show them what they need to know. Answer their questions, show them their options, and help them understand what to do.

Yes, you should also tell them about the services you offer. But fill your website primarily with information prospective clients want to know about their legal problems and the available solutions . Give them enough information and they will see that you can deliver those solutions.

Make sure your content has appropriate keywords so clients can find you via search. And make sure your site has social media sharing enabled so visitors to your site can share your content with their friends and contacts.

As you gain experience, update your site with additional content–articles, blog posts, reports, checklists–and stories of how you have helped your clients solve problems.

Start building a list. Not everyone who visits your site is ready to hire you. Capture their email address so you can stay in touch with them, notify them when you post new content, and remind them that you are still available to help them or people they know.

When you meet someone who might be a prospective client or referral source, send them to your website so they can learn about what you do.

What’s next? Well, that depends on you. You can continue to build your practice primarily online. You can join networking groups and do public speaking. You can create a free seminar or webinar and “allow” other professionals and centers of influence to invite their clients.

But here’s the thing. Your best source of new clients is referrals from existing and former clients. So, as soon as you have a few clients who are happy with your work, you should leverage those relationships to generate new business.

You can ask for referrals directly but you have another option: ask your clients to refer people to your website and the great content you have available.

How does a new attorney get clients? The same way an old attorney gets clients. Plus appearances and overflow.

The Attorney Marketing Formula. How attorneys get clients.

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Filed Under: Advertising, Business cards, Client loyalty, Marketing legal services, Marketing Plan, Networking, Online Marketing, Referrals, SEO, Social media marketing Tagged With: , , , , ,

4 reasons you should run a contest or drawing

April 17, 2013 by
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You don’t see too many attorneys running contests. That’s one reason why you should. You don’t want to be like every other attorney, do you? I’ll answer for you: no you don’t.

You want to stand out. Be different.

No, a contest or drawing doesn’t demonstrate fundamental differences that prove your superior abilities or experience. But anything you can do to look different in a positive way is a good thing.

Besides, contests are fun and everyone likes to have fun.

Here are four reasons you should consider running a contest or drawing:

  1. It’s news. It gives you a great excuse to connect or reconnect with clients and prospects in a fun and positive way. You could see some repeat business and referrals as a result.
  2. It gets people engaged. They have to do something to enter the drawing or contest. That makes them more likely to do something else you ask them to do, like promoting your webinar or forwarding your new report.
  3. It makes you more likable. People like people who are positive and like to have fun. Attorneys are known for being stodgy and serious. Not you!
  4. Results. If the contest requires participants to Like or Tweet your page, for example, your traffic and email list will grow. But even if Liking or Tweeting isn’t required, many will tell their friends and followers about your contest and encourage them to enter, especially when you tell them to “invite your friends”.

If you’re thinking a contest is unprofessional or inappropriate for your market, think again. There’s always a way to do it in an acceptable (and ethical) way. If you’re still not sure, do a tie in with a charity or cause you support. For example, ask participants to Like or Tweet on behalf of your local dog shelter or blood drive. Or, “anyone who donates $5 or more (send your receipt to me) will get a free (one of your services)”.

The easiest way get started is to use a template. Pay attention to the contests and drawings you encounter online and in your email. You’re bound to find one or two you can adapt to create your own.

Marketing is easy. Start here.

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Filed Under: List building, Marketing legal services, Social media marketing, Web traffic Tagged With:

How to get lots of five star reviews and social media mentions

March 1, 2013 by
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I found out how my wife’s new dentist is getting so many testimonials and five star reviews. Yesterday, she got an email from the dentist that said:

“Would you please take a minute to let us know about your last experience with our office? You will be able to share this information with your friends via Facebook, or you may choose to keep your identity anonymous to everyone – including us.

Please answer a couple quick questions for us here:”

A link led to a survey page that prompted her to

  1. Rate the service with one to five stars for (a) Staff, (b) Facilities, and (c) Overall Experience
  2. Provide feedback by answering four questions:

1. “Did the staff take the time to listen to you?”
2. “Did the staff take the time to communicate with you?”
3. “Would you recommend our office to friends and family?”
4. “How long after your appointment time did you wait to be seen?”

There is also a box to add comments and another for suggestions.

You can then submit your review to be published anonymously, with your name, or your name and post it on Facebook. You can also keep your review private meaning it is sent to the doctor without any name attached. The patient is also prompted to refer other patients through the web site.

The dentist uses a service that automates this process for him.

So, a few thoughts come to mind:

  1. If you use a service like this (or do it yourself), you’re going to get a lot of reviews and mentions on Facebook. If you deliver great service to your clients, this could bring you a ton of new business through Facebook, through referrals, and by virtue of the positive reviews you will then be able to post on your web site.
  2. If you do this and you don’t deliver great service, you’re going to kill your practice. Of course if you don’t deliver great service, your practice is already dying; this will just speed things up.
  3. If you want to deliver great service so you can survive and prosper and get lots of positive reviews and referrals, set up something like this because it will force you to work hard to deliver great service.
  4. If you’re nervous about what your clients might say, do it in two steps. First, send clients a questionnaire and ask for feedback. Ask for permission to quote them by name, first name only, or anonymously. If they send back positive feedback, contact them again, thank them for taking the time to respond, and ask them to post their review on Facebook (or whatever). If the feedback is less than positive, apologize and ask what you need to do better.

When he was mayor of New York, the late Ed Koch, was famous for walking around town and asking people, “How am I doing?” He heard a lot of criticism and complaints from his constituents, but he also heard a lot of praise.

Your clients will help you grow your practice. All you have to do is ask.

If you want to earn more and work less, get this.

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Filed Under: Client loyalty, Client relations, Marketing legal services, Social media marketing Tagged With:

The hidden cost of social media marketing

February 13, 2013 by
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Social media marketing isn’t free. You pay with your time.

It takes time to

  • Read incoming tweets, stories, posts, and mentions
  • Reply and/or re-post incoming tweets, stories, posts, and mentions
  • Create or find content to share
  • Create and update your profiles and pages
  • Stay up to date with all the new tools and techniques
  • Try out new apps to manage all of the above
  • Read posts like this one. . .

Whether you do this yourself or you hire others to do it for you, there is a cost to social media marketing.

I’m not saying it’s not worth it. It could very much be worth it. If you spend $1500 a month (your time or someone else’s) and bring in $10,000 a month in new business, that’s a good thing.

But that’s a big “if”.

I don’t think most people get this kind of return on their investment.

If you’re not making a profit on your investment in social media, or you don’t “do” social media marketing because you don’t believe it will be worth it (and you don’t want to spend the time to find out), I have a suggestion.

Keep your social media profiles up to date. Promote your web site content to your social media connections so they can push it to THEIR social media connections. But instead of trying to interact with hundreds or thousands of fans, followers, and connections, instead of “one” (you) to “many,” use social media as a tool for marketing “one to one”.

Use it to find one person who targets the same market you do. Another professional, a business owner or executive, a consultant, a blogger. Someone who would be a good fit.

Learn about them. Approach them. And begin the process of networking with them, the old fashioned way. In case you’ve forgotten, that means talking to them and meeting them for coffee.

Find out what you can do for them and they for you. Networking. One to one.

Marketing is simple. If it wasn’t, you wouldn’t do it. Here’s proof.

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Filed Under: Marketing legal services, Networking, Referral sources, Referrals, Social media, Social media marketing, Time Management Tagged With: ,
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