Archives for October 2013

Why you need to think outside the box

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Your Uncle died. It’s sad, but he was 102 and lived a good life. In his Will, he left you $1,000,000, but there is one condition. You only get the money if you spend it all on advertising your law practice.

You can spend it on any kind of advertising you want. Magazines, newspapers, direct mail, TV, online banner ads–whatever you want. You can spend it all at once or set up a monthly budget. But you must spend all of it in one year or less. (This is starting to sound like a movie.)

If you already advertise, or you have always wanted to, you’re probably dancing around the room right now. Imagine how much business you could bring in with that kind of ad budget!

If you don’t advertise, and have never seriously considered it, would you consider it now?

It’s free money! This could be a life changing opportunity for you. A million dollars, spent wisely, might bring you five million dollars in business.

(If advertising isn’t permitted in your jurisdiction, pretend that it is.)

So, what do you say? Would you say, “No, advertising isn’t appropriate for my practice. I’ll have to pass”? Or would you figure out a way to do it that was appropriate?

If you would figure out a way to do it, if you would spend your Uncle’s million dollars on advertising and you have never considered advertising before, I’d like to know why. Why would you spend someone else’s money but not your own?

Too risky? You don’t know how to do it? You don’t have the money?

You may not have a million dollars to spend on advertising, but do you have $1,000? One or two good ads might bring you $10,000 in new business. So, why haven’t you tried advertising before, or even considered it?

Okay, I’m not trying to talk you into advertising. My point is to get you to think outside the box about marketing your services. Ask yourself, “what am I not doing that might work for me?”

Marketing (anything) is about trying lots of things and seeing what works. You get rid of what doesn’t work and do more of what does.

If you don’t know how to do it, find out. Read, hire someone, or find other attorneys who are doing it and model them. If you don’t have the time, get some help. If there is cost involved, test it on a small scale.

And. . . don’t give up on something the first time it doesn’t work. You may have to do it longer before it does. Study, practice, and try again.

You are a better attorney today than you were the day you were sworn in, aren’t you? Marketing works the same way.

Need a marketing plan? You get one free with The Attorney Marketing Formula.

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Halloween attorney marketing ideas

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There’s a commercial running where a family is trick-or-treating and planning their route, so they can scoop up the best candy. The son says to stay away from a house where a dentist lives because he’s giving out dental floss. The father, dressed in a completely ridiculous costume, brands the dentist a “weirdo”.

I’ve heard stories about businesses and professionals passing out candy with their contact information printed on the wrapper, or dropping their business card or brochure in the bag along with the candy. So, is this good marketing?

No. It’s not. Creative, maybe, but not effective. This is a night for the children and you’re interrupting their fun with your commercial. You’re a weirdo.

But that doesn’t mean it’s a bad idea to pass out items with your contact information printed on them. Things like pens, coffee mugs, key chains, calendars, and note pads are a great way to keep your name in front of clients and prospects.

“Advertising specialties,” as they are called, are common marketing tools for small businesses, insurance, and real estate. There’s no reason why they can’t also be used by attorneys.

Give your clients a coffee mug with your info on it and they’ll see your name every morning. If they need you, they’ll always know where to find you.

At seminars, make sure each attendee has a pad of paper and pen with your info printed on them.

In addition to your regular business cards, get a card printed with something on the back–the bus or subway route, the baseball schedule, or a calendar–so people will keep the card in their wallet or stick it on their fridge.

If you’re looking for low cost, effective attorney marketing ideas, this is it. Get something printed with your name, phone, and website and pass them out. Give them to clients, prospective clients, and anyone else you want to remember you. Just don’t do it tomorrow night.

Do you know The Formula? Check it out here.

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Marketing a law practice 15 minutes a day

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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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163 Getting Things Done Software Options

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I admit it. Even though I am committed to Evernote as my getting things done software application, I still like looking at other apps. It’s fun. I get ideas. And yes, I get tempted. But I stay with Evernote, even though it is not a GTD app and does have limitations, because it is simple, powerful, and I can make it do what I want it to do. (I also like having all my tasks and projects in the same place as my notes.)

I chose Evernote because everything else I tried was too complicated to learn and/or use, or didn’t “feel” right for me. I found myself spending too much time managing lists instead of getting things done.

Anyway, if you’re still looking for the perfect app, or like me, you enjoy seeing what else is available, you might want to take a look at this directory of 163 Getting Things Done Software options. I found it by reading a post that summarizes ten popular GTD apps. Of the ten, I have the most experience with Toodledo and Nirvana. They’re both worth a look.

Careful, though. No matter what productivity system you use, trying out new apps can become addicting. You can spend hundreds of hours reading reviews, trying features, and moving information. Been there. Done that.

Of course in the end, the best system is the one that works for you. My wife uses pen and paper and gets way more done than I ever have. It took her about ten seconds to set up her system and she spends zero time looking at other apps.

Check out my Evernote for Lawyers ebook.

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The wave of the future for attorney marketing

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In the 1967 film, The Graduate, Dustin Hoffman’s character was at a party, wondering about his future career, when he was taken aside and offered some advice. “Plastics. There’s a great future in plastics,” he was told.

Plastics were the next big thing in 1967. Today? Who knows.

The thing is, when it comes to attorney marketing, there is no next big thing. It’s still all about information and people. Always was. Always will be.

Technology changes. Fundamentals don’t.

Educate your market place about the law, about problems and solutions, and about the process. Stay in touch with your clients and prospects. Treat people the way you would like to be treated. That’s all attorneys have ever had to do to build a successful practice and it still is.

Don’t get hung up on what “everyone” else is doing or feel left behind if you aren’t following the latest trend. But don’t stick your head in the sand, either. Technology does make things easier, quicker, and cheaper.

Put content on a website or blog because it makes it easier to educate your market and communicate with clients and prospects, not because someone said you must. Use social media to find and engage people because it expands your reach (and you enjoy it), not because all the cool lawyers do it.

The wave of the future for attorney marketing is information and people, same as always. Slicker and more fun with an iPad, but still the same.

Starting or expanding your website or blog? Start here.

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Testimonials for lawyers: How to use them when you’re not allowed to use them

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Some lawyers aren’t allowed to use testimonials. They are precluded from doing so by their bar association or law firm. That’s a shame. Testimonials are powerful “third party” evidence of the lawyer’s skills, dedication, and trustworthiness. They can help you sign up more clients, get more referrals, and make new clients feel better about choosing you.

If you want to use testimonials, but you aren’t allowed to, here’s what I suggest.

First, make sure you know exactly what you can and cannot do. Carefully read the rules and any case law in your jurisdiction. Contact your bar association and get clarification. You may find that you can use testimonials in print, but not in electronic communication. You may be able to use testimonials if they don’t mention specific results but merely attest to your work ethic or “customer service”.

Look for the loopholes and use them.

Second, consider that a testimonial is essentially a story. The client had a problem, you fixed the problem, and the client lived happily ever after. When the client tells that story, i.e., in their own words, it is a testimonial. You may not be allowed to use their words, but you may be able to use their story.

Let’s say you have a page on your website where you would post testimonials if you were allowed to. What you could do instead is post “success stories” about clients you’ve helped and legal problems you’ve solved. You could title the page, “Recent Client Success Stories”.

You could do something similar in your ads, videos, and presentations. Anywhere you would use a testimonial you can use a success story.

Perhaps the best way to use these stories is to put them in your articles, blog posts, and presentations, to illustrate the points you are making. Weave those stories into your narrative, like this: “Last week, I had a client who. . .”. Describe the problem and the happy solution. You could also tell stories about clients who didn’t follow your advice and had a bad outcome.

To make this even more effective, describe the client. Give a detail or two about their age or background. Help the reader see them in their mind’s eye.

Are clients’ success stories as effective as their testimonials? In some ways, they are more effective.

In some contexts, testimonials may come off as crass and commercial or inconsistent with a lawyer’s image. A success story, on the other hand, especially one that is woven into the narrative of an article, doesn’t have that challenge.

Success stories are a natural, believable, and compelling way to depict you “in action,” solving problems and helping clients. They should be used in all aspects of your marketing, with or without testimonials.

Learn more about success stories and testimonials for lawyers. Click here.

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No list? No clients for you!

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Most of us marketing folks go on and on about the need for a list, especially an opt-in email list. If you don’t have a list, you’re probably sick of hearing about it. If you do have a list, you know we’re right.

With a list, you are one click away from new business. Send an email, clients call. Without a list, what do you do? Please don’t say, “call prospects and ask if they’re ready for an appointment”.

With a list, you can remind people who you are and what you do. You can introduce a new service. You can ask for (and get) subscribers to promote your webinar or local event, Like your page, or forward a link to your new blog post. You can get former clients to hire you again. You can get referrals. Lots and lots of referrals.

Without a list. . . you do a lot of waiting.

You’ll hear some “experts” say that email is dead or dying. They are wrong. Email is as strong as ever.

There’s nothing wrong with social media. It just doesn’t pull in clients like an email list. Not even close.

Advertising is fine and dandy. But instead of “call or don’t call” give them the option of getting more information by signing up for your list. You’ll be able to get your name and message in front of them again next week, next month, and next year.

Networking is awesome. So is public speaking, blogging, and writing articles. But if you don’t build a list, you’re only getting a small percentage of the results you could get from those activities.

If you want to know how to start a list (or grow one), you can learn what to do in “Make the Phone Ring”. It’s not hard to get started and make the phone ring. What’s hard is waiting for the phone to ring.

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How to get more legal clients with promotions

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In many ways, selling legal services is like selling any product or service. You tell people what you can do to help them solve a problem or achieve an objective, you tell them your “price,” and they make a decision. They hire you or they don’t.

Many of the ones who don’t hire you are on the fence. They’re not sure if they can afford it, they’re not sure if they should choose you or another attorney, or they’re not sure if they really need to hire anyone right now.

There are many fence sitters on your list. People you have talked to or sent some information, people who heard you speak or saw your video, prospective clients who almost hired you, but didn’t. One of the easiest ways to get more clients is to offer those fence sitters a special incentive that tips the scale in favor of hiring you.

There are two key elements to this offer. The first is value. Something extra for saying yes: a discount, a bonus (i.e., a free extra service), recognition on your website or in your newsletter, enhanced access to you, or an entry into a drawing for a special prize. Another example: Announce an impending fee increase and allow them to lock in the current rate.

The second element is scarcity: a time limit or limited quantity. A date when the offer expires or a limit on how many you will accept.

The second element is the more important of the two. Remember, they were already interested in your services. They don’t really need anything extra. It is the time limit (or fixed quantity) that gets them off the fence.

Fear of losing the special offer gets them to decide.

Promotions can help you sign up a lot of business. In addition to getting fence sitters off the fence, they can get prospects to choose you instead of your competition, get former clients to return, and get new clients to sign up for more services than they originally contemplated.

Find something you can promote. Add a deadline or limited quantity. Promote it.

Promoting is much more than announcing. Promoting means dramatizing the benefits of the special offer (as well as the core services). It means telling them what they will gain and also, what they will lose if they don’t accept the offer.

Promoting means repeating the special offer frequently, reminding prospects of the benefits and the impending deadline. It means telling them there are “only 48 hours left” or “only three spots remaining” and that the clock is ticking.

You don’t have to look beyond your email inbox to see examples of promotions. You’ve gotten them from me and from others, and no doubt purchased many products and services about which you were previously on the fence.

Promotions work, and you can use them to sell more of your legal services.

By the way, if you’re thinking a promotion might be unseemly or inappropriate for your practice, here’s what I suggest. Tie your promotion to a charity or worthy cause.

You might run a holiday promotion. For every new client who signs up before December 10th, you’ll donate $100 worth of new, unwrapped toys to your local “Toys for Tots”. C’mon folks, do it for the kids.

Marketing is simple. If you want to know how to get more legal clients, this is how. Create a special offer, put a time limit on it, and promote it to your list.

Want more referrals? Get The 30 Day Referral Blitz.

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Do one thing every day that scares you

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Eleanor Roosevelt said, “Do one thing every day that scares you.” I like that advice. It reminds us to get out of our comfort zones, try new things, or do old things in a new way.

That’s how we learn and grow. In fact, without change there can be no growth.

Attorneys do the same things every day. Same documents, same activities. Yes, different clients, and that does keep things interesting, but when today is pretty much a re-run of yesterday and tomorrow will undoubtedly be like today, we risk growing stale.

Yes, change is scary. Our fears are like signposts leading us into uncharted territory. We might get lost. We might get hurt. But we also might have an exciting adventure.

I realize that when you look up the word change in the dictionary you’re unlikely to see a photo of an attorney. Attorneys don’t like change. We avoid risk. We’re boring and we like it that way. So I don’t expect you, dear reader, to do something every day that scares you, but how about doing something every once in awhile?

Think about your marketing. Is there a prospective client you would love to approach but you’re nervous and don’t want to blow it? Great! That’s who you should contact next. Is there a negotiating or trial tactic you heard about at a seminar but have been afraid to try because it’s so different? Cross your fingers and take a chance.

Yes, I know, you might blow the case. That’s the risk. But there is also the possibility of reward. You might discover something that allows you to reach amazing new levels of success.

What else could you do that scares you? Or, if scares is too strong a word, what could you do that you don’t like?

If you don’t like networking, that might be exactly what you should do. Not forever, necessarily. I’m not suggesting you make yourself miserable. Try it once and see what happens. Maybe you’ll meet the client of your dreams. Maybe you’ll discover that networking really isn’t so bad and you’ll want to try it again. Or maybe you’ll confirm that networking isn’t your thing but you’ll be proud of yourself for trying something new.

Commit to doing something new (scary) before the end of this month. Start small. Try a new route to the courthouse, perhaps. Maybe you’ll save five minutes or find a better parking space. Or maybe you’ll be late for court and get yelled at. Embrace the risk and the excitement of trying new things.

If you don’t know what to do, ask someone else for a suggestion. Your spouse or partner probably know you better than you know yourself. In fact, I’m going to take my own advice. As soon as I’ve published this post, I’m going to ask my wife what she thinks scares me but could lead to my growth. I’ll admit, I’m nervous thinking about what she might say, because she will probably suggest something I’ve been avoiding for a long time.

Want to Make the Phone Ring? Click here to see how I do it.

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Here’s a topic for your newsletter or blog

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I just updated my privacy settings on Google. They were going to use my name and face in ads. Now they can’t. It was easy. Here’s how to update your Google settings.

Next, Facebook. Last time I checked, my settings allowed anyone to post updates on the front lawn of my house. Or something like that.

By the way, if you know how to turn off all game invitations, could you do me a solid and let me know?

Anyway, privacy is a hot topic today, and your clients want to know what you think and even more, what you advise. If you’re looking for a topic for your newsletter or blog, something that will get opened and read and appreciated (and bring you some search traffic, too), this is it.

What are the current laws? What needs to be changed? What can people do to protect themselves?

Do you have an opinion on Snowden, the NSA, or The Patriot Act? Have we gone too far in the name of stopping terrorism or is our lack of privacy a necessary evil?

You don’t have to take a position if you don’t want to. You could present both sides and let your readers decide. Or, you could come out with both barrels blazing and get people fired up.

At the very least, pass along to your readers some basic information about how to update their settings, as I did at the top of this article. Of course changing settings doesn’t really protect you from much of anything. It just makes us feel a little less powerless than we really are.

Get hundreds of ideas for your blog or newsletter with this.

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