Justin is an attorney in Australia and a long-time subscriber and client of yours truly. In response to yesterday’s post (about doing less so you can do more of what’s important), Justin wrote:
Love this – so many blogs and “success” tips out there but I always read yours and delete virtually all the others.
You are spot on! Big fan of DW over here.
Thank you, Justin. Mission accomplished.
When it comes to legal marketing, I’m Justin’s “one and only”. He reads me and no one else. What does that mean? It means that when Justin needs help with marketing his practice, the odds are he’ll look to me.
Imagine that happening to you. Imagine that you are the only lawyer your subscribers read.
When they need legal help, do you think they’re going to go to a search engine, drag out the yellow pages, or rifle through a drawer looking for the business card of a lawyer they met at a party three years ago? Do you think they’ll ask their friends if they know a good lawyer who does what you do?
Or do you think they’ll simply check their email, find your number, and call?
How about referrals? If someone asks them if they know a lawyer who does what you do, who do you think they’ll recommend?
You. Because they know, like, and trust you. They may have never spoken to you but they have a relationship with you.
So, how do you get there? How do you become their one and only, or at least one of the few?
By delivering value. Helpful information, presented in an interesting and/or entertaining way.
And doing it frequently. Emailing often, keeping your name in front of them, reminding them about what you do and how you can help them.
The people on your email list are the future of your practice. You owe it to yourself to stay in touch with them and email is the simplest way to do that.
To learn how to do it, go here