An attorney liked my post about the magic of practicing law and asked how we can “capitalize on the mystery, the magic, and the utility of the work we lawyers do?”
In other words, how can we use this mystique about what lawyers do to bring in more clients?
Yesterday’s post provides one answer: eliminate the mystique. By educating prospects and clients about what you do, they see that what you do isn’t magic at all. It’s years of study, the scars of many battles, and hard work, harder than they ever imagined. By removing the veil of mystique surrounding what you do, clients are more likely to appreciate what you do.
For most attorneys this is the best way to capitalize on the mystery of practicing law. It’s easy to do and it works. And since most attorneys don’t do this, you can easily stand out when you do.
Another way to capitalize on the mystique is to add to it. Continue to educate prospects (blog readers, newsletter subscribers, etc.) about what you do but let it be known that you have a lot more that you share only with your clients. If your public information is good, anyone who is considering you for their attorney may tip the scale in your favor to get access to your best information.
Let it be known that your clients get “private” information, not just about your practice area, but on other topics: tax savings, consumer advice, strategies for improving credit, business building ideas, and so on, supplied by you and other professionals you know and work with.
But don’t stop with information. Promote the fact that your clients get other benefits as a member of your “inner circle”. They get discounts from local merchants you have negotiated with on their behalf, access to free seminars, gift certificates, and other benefits. You might have “client only” luncheons, picnics or retreats, or other activities exclusively for your clients.
And talk about those activities. Blog about them, show pictures from them, get quotes from your clients about how much they learned or how much they enjoyed bowling and pizza night.
When someone hires another attorney, they get the work done. When they hire you, they get to belong to a private club. Members of that club get far more than the basic services any attorney provides. They get specialized information, valuable benefits, and access to fun activities.
Yes, this takes more work. But it gives you something unique that you can use to build a culture of clients who would never think of hiring anyone else.
