LinkedIn: The number one social media platform for attorneys

I’ve said before that if you’re new to social media you should start with Twitter. Reason: you only need to fill out one paragraph of information to set up your account. Your profile on LinkedIn, by contrast, requires more effort.

LinkedIn is important for attorneys because it serves as a sort of online CV. In fact, many professionals link to their LinkedIn profile precisely for that purpose. Your profile helps prospects and other professionals quickly assess what you have done for others and thereby see what you can do for them.

As LinkedIn develops, it is also becoming a platform for meeting and engaging others. Their forums are a great way to find and connect with other lawyers, as well as prospective clients and referral sources (or employers).

And LinkedIn is all about business. Unlike Facebook, you won’t have to wade through photos of your friend’s kids or cats, or listen to updates about their most recent meals. In fact, one writer is predicting that LinkedIn will survive Facebook precisely because it is dull and business-like.

But while LinkedIn may be considered dull, your profile need not be. You aren’t limited to posting only the facts about where you have been and what you have done. You can add personality to your profile, and well you should.

As much as your capabilities, people want to know about you, the person. Give them a sense of what it would be like speaking with you and working with you:

What motivates you to do what you do? What kind of movie or book character do you identify with? What is your mission?

If you don’t yet have a LinkedIn profile, don’t let the volume of information requested, or its importance, stop you from getting started. Fill in the basics today. You can add more tomorrow. You can use this brief tutorial on optimizing your LinkedIn profile as a starting point.

A lawyer’s bio is the most important part of his or her social media profile and web site. Use it to tell people your story, not just the facts. Facts tell but stories sell.

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How I studied for the Bar exam and how I use those skills today

The other day I found the outline I used when I studied for the Bar exam over thirty years ago. It was from a Bar review course I had taken, a single “mini-outline” that condensed eight volumes of study material into one paper-bound book.

I remember the process I followed to study for the exam. I went through each of the eight subject volumes, all of my notes, practice exams, and handouts from the review course (and anything I had saved from law school), distilled everything to what I considered essential and re-wrote this in my “mini-outline”.

There was plenty of white space for additional references, notes to myself, case citations, and examples that I wanted to remember. When I was done, I was able to put everything else aside and study just from the mini-outline.

Of course I learned most of what I needed to know not from studying the mini-outline but through the process of creating it. In deciding what to include in the outline, I had to read everything with a critical eye. I couldn’t just read everything as we typically do when we study, I had to think about what I was reading and make decisions about what it meant.

“What is the essence of this idea?” “Is it essential or tangential?” “How does this fit in with what I already know?” “How would I illustrate this?” “What is the opposing or minority view point?”

I didn’t think about it at the time but I was essentially doing research (my study material) for a paper (my mini-outline). I had to read like a writer, not a student.

Next, I went through the mini-outline with a hi-lighter and then again with a red pen. I circled key phrases, drew arrows from printed notes to my hand-written examples, and otherwise marked up my outline so that after several times through it, I had mastered it.

I remember during the exam itself, when I needed to recall something, I was able to see in my mind’s eye the actual page in my mini-outline where the information was written. I could see the yellow hi-lights and red arrows, what was at the top of the page and what was below. I could see and “read” my hand-written notes.

I had spent so much time creating the outline and studying it, I had all but memorized it. It was as if I had the book with me in the exam room.

There was something else I did to prepare for the exam. I knew I needed to have all of this information in my head, but I also needed to be able to “output” that information. We study for exams by reading but exams are taken by writing, so I knew I had to do as much of that as possible.

I took lots of practice exams. This helped me to discover where I might know something but not be able to express it. Or I had memorized something but really didn’t understand it. I could then go back and fill in the blanks and add those notes to my outline.

There was something else I did to prepare for the exam. I created, from memory, a one-page outline for each of the eight subjects. This really showed me what I knew and what I only thought I knew. I then re-wrote my one-page outlines, adding the material I had not been able to write from memory in red ink. When I was done, I had an “outline of my outline” and was able to study from those eight pages.

For good measure, I then wrote a one page outline of those eight pages. It was a summary of everything I had studied, reduced to a single page. There wasn’t room for details, and that was the point. While it didn’t really add anything to my body of knowledge, it was inspiring. “Everything” I needed to know was on one piece of paper.

I felt completely at ease during the exam. It was almost too easy. I was delighted when I got the news that I had passed, but not surprised. I knew the material and I was able to “output” what I knew onto the printed page. All of my preparation had paid off.

Today if I was studying, I would use “mind maps” to create a visual depiction of the information and how it fits together. It’s a better way to outline because it groups things organically, the way your mind sees them, instead of artificially forcing that information into linear order.

The process I used to study for the Bar exam has helped me over the years. I have used it to prepare litigated cases and in marketing. I use it in writing, preparing course material, and in live presentations. I often write first drafts “to see what I know”. I distill large quantities of information into shorter summaries. I outline my outlines.

For your next presentation, brief, report, or trial, when success is predicated on explaining and persuading, take what you know and distill it to its essence. Practice your presentation to see what you know and what you need to improve. Make an outline and re-write that outline until you can recite it from memory.

The job of an advocate, writer or presenter (or test taker) is to make things so clear that the listener or reader cannot possibly misunderstand. You don’t need to be brilliant or a gifted writer or orator to accomplish this. But you do need to know your material.

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How to find out what your clients want (so you can give it to them)

Attorneys ask a lot of questions. We ask to find out what our clients want and need so we can prepare the right documents. We ask questions through discovery, to avoid surprises, develop a strategy, and gain an advantage. Questions are how we tell a story in the courtroom or negotiate a settlement in the hallway. Questions are even how attorneys answer questions they don’t want to answer.

We’re good at asking questions.

We know when to ask open-ended questions and when to ask leading questions. We know how to question a hostile witness, an expert witness, and our own client. We know when a question is proper and when it is objectionable.

All day, every day, we ask questions in our work. Why don’t we do the same thing in our marketing?

Your clients and prospective clients can tell you what you need to do to grow your practice. They can tell you what you need to say to get them to say yes. They can tell you what you need to do (or not do) to make them happy. They can give you information you can use to improve every aspect of your practice.

All you have to do is ask.

You can ask about the specific handling of their case, what they liked best in your latest newsletter, or how they were treated when they called to make an appointment.

You can ask what topics they would like you to write about in your newsletter, whether they are interested in other services you’re thinking about offering, and whether they think your fees are too high, too low, or just right.

You can ask them what you did well for them, and where they felt you could have done better. You can ask which headline they like best, which blogs or magazines they regularly read, or whether they want paper copies mailed to them or if email is just fine.

You can ask in person or over the phone, through email or online surveys and polls. You can ask directly or, for more honest feedback, let them answer anonymously.

You can ask anything, and they will tell you, and what they tell you could be worth a fortune to you.

What if you have always assumed your clients wanted updates only when there is something important to report but in reality, most of them want to hear from you every month? What if you’ve been writing about how to avoid infringing on others’ patents but they want to know is how to minimize employee lawsuits? What if you have always assumed your receptionist is doing a good job but half of your clients think he is rude?

And guess what? People like being asked. They like giving their opinions and they will appreciate you for asking. It tells them that you care about what they think, and that you want to make them happy.

Make a list of questions to ask your clients and prospects and business contacts. Get in the habit of regularly asking people what they want, what they like, and what you can do to improve. And then do something even more important: listen.

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If I could use only ONE marketing tool

I started this post intending to make the case in favor of email as my favorite marketing tool. There’s no question that it is one of the most effective ways to deliver messages to people who can hire you or refer someone who can. It’s (almost) free, almost everyone has an email address, and email is still more popular than social media.

With the click of a button, you can send out an email to hundreds or thousands of people, and almost as quickly, get orders or phone calls and appointments.

Strange that so many attorneys (most?) don’t use email in their marketing, at least not as much as they could. Or should.

You may have a list of people–clients, former clients, and business contacts–but if you’re not communicating with them on a regular basis, you’re not going to get their business. They forget about you, or they forget how to contact you, or they’re just not motivated to contact you because. . . you haven’t contacted them.

The point of having a list, indeed, of all of your marketing efforts, is to stay in touch with people. Or as I put it, “. . .to be in their minds and their mailboxes so that when they are ready to hire a lawyer, or know someone who is, there you are. . .”.  Email is one of the most effective ways to stay in touch.

So, I was going to say email is my favorite marketing tool, but that’s not quite accurate. Nope. My favorite marketing tool is. . . a sales letter.

Lawyers may not call it that. We’ll call it a newsletter or information or anything but a sales letter (because we don’t sell, right?)–but whatever you call it, and however you disguise it, if it’s designed to get someone to do something, it’s a sales letter. My favorite marketing tool.

A sales letter is words, on paper (or electrons), that communicate a message and an offer or a request. People read it and call for an appointment, Like your web page, or sign up for your seminar. You can send it by postal mail, or by messenger. Hand it to someone in person, or deliver it via fax or text message. You can post it on your blog, web page, or on Facebook.

Oh, and guess what? Every time you talk to a prospective client on the phone or in person and you tell them about your services and what you can do to help them, you’re delivering a sales letter. A spoken sales letter.

Do yourself a favor and write it down, so you can send it by email.

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How is important but don’t forget why

I did a presentation last night for some of my business partners and their guests. The objective was to get the guests to either invest in our business directly or provide referrals to our partners.

I talked about the history of our company, the value of our services, and the size of our market.

Lots of facts and figures. Very compelling, if I do say so myself.

But in order to get the ball over the goal line, I made sure I also told them why.

Why the facts I recited are important. Why I got involved, and why they should, too.

I did this by telling stories about some of our partners, their backgrounds and motivation, and also my own. I showed them what motivated us. Facts are static and lifeless. Stories have people in them and everyone wants to know “what happened next”.

Whenever you want to persuade people to act, tell them why. What’s in it for them? What will they get if they do? What might they lose if they don’t?

On your web site, tell people why they should opt-in to your newsletter. What’s the benefit? What do they get? Why will they be better off as a result?

In your demand letters, tell them why they should say yes. Why is it in their best interest? What might happen if they refuse?

In your oral arguments, explain why something was said or done. Tell the judge why he should accept your version. Tell him why he should grant your request.

You may have the weight of evidence in your favor, but it’s your job to interpret that evidence and tell people why it matters. Don’t assume they will know. It’s not always obvious. And even if it is obvious and even if they do know, tell them anyway. Tell them stories that reach beyond their intellect and pluck the heart strings of their emotions.

How is important but don’t forget to tell them why.

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“Who the hell are you and why are you contacting me?”

Begin rant. . .

I got this voice mail message the other day: “Hi David, this is Joe Blow. Please give me a call at [telephone number]. . .”.

He didn’t say who he was (other than his name, which I did not recognize) or why he was calling. He didn’t give me any reason to call him back.

Guess who I didn’t call back?

I shouldn’t have to tell anyone this but it happens often enough so I guess I do: when you leave a message, tell people who you are and why you are calling.

Are you a client? A colleague? A fan? Do you want to hire me? Is there an issue I need to look into? Do you have something to propose?

When you leave a voice message, give them a good reason to call you back.

And. . .

State your name clearly. Spell it (unless it’s very common). Say your number slowly so they can write it down. Repeat the number so they don’t have to listen to the message again. Give them your time zone and the best time(s) to reach you. Say please and thank you.

Common courtesy and common sense.

And. . .

The same goes for email.

Tell people who you are and why you’re writing. What do you want them to know or do? Give them a web site so they can find out more. Use correct grammar and spelling. Format your email so it doesn’t look like a DECLARATION OF WAR! And get to the friggin point!

When you contact someone for the first time, you’re making that proverbial first impression. The only thing they have to go on is that email or voice mail message. Make it professional. Show them you care. Because if you don’t care, why should they?

Rant over. . .

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6 rules for saving time with email

Leo at Zen Habits says most emails are too long. They take too long to write, too long to read, and too long to respond to.

He has made a habit of writing shorter emails, five lines or less. Everyone is better off.

Here are his 6 rules for short, effective emails:

  1. Keep it to 5 sentences. No more. I stole this from five.sentenc.es of course, but I’ve used it for years and it works. I usually try to do fewer than 5.
  2. Figure out your main point. If you think you need more than 5 sentences, you haven’t figured out the key thing you want to say. Take a second to figure it out, and stick to just that.
  3. Ask one thing. Don’t ask 10 questions, just ask one. Or two at the most. You’re much more likely to get an answer quickly.
  4. Edit. If you stretched it to 8 sentences, cut out 3.
  5. Link. If you need to refer to info, include a link to it on the web.
  6. Post it. If the info you need to share isn’t on the web, put it there. Create a long answer or long background document (then edit it to the essential info) and post it online. Use your blog, or one of the many free tools for posting info. Create an FAQ if it’s useful. Link to it in your email.

Ironically, it might take longer to craft a shorter email as this famous quote from George Bernard Shaw quote reminds us: “I’m sorry this letter is long, I didn’t have time to make it shorter.” So if you bill by the hour, you’ll actually earn more by writing shorter emails. (Insert smiley face here. . .)

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How to get a lot more clients without doing ANY additional marketing

Most people who visit your web site, hear you speak, or read your article, don’t call you. And if they don’t call, they aren’t going to hire you.

What’s worse, they’ll never return to your web site or re-read your article. At least you have to assume that because that’s almost always the way it is.

Unless you have a lead capture mechanism in place (and you should), this is a squandered opportunity, a loss for both you and the prospective client.

The good news is that for everyone who does call, there may be three or five or ten people who almost called. They liked what they saw but for one reason or another, they didn’t take the plunge. If they aren’t ready or they don’t have any money, there’s not much you can do. There is one reason prospective clients come close to calling but don’t you can do something about. And if you do, it could bring in a boatload of new clients.

Many people don’t call lawyers simply because they’re intimidated. Let’s face it, attorneys are usually not known for being warm and fuzzy. But while a tough exterior may be a useful quality in an advocate, it can damage our ability to connect with prospective clients.

Fortunately, there is an easy solution.

Your web site or other marketing communication needs to reach out to the reader or visitor, invite them to connect, and make them feel comfortable about doing so.

One way to do that is to feature testimonials from your clients, who speak about how great it was to work with you, how you were kind and helpful and took a personal interest in their case. They can say how they felt scared before they called and thought they were going to get a sales pitch or be told they had to come into the office before they could get any information. Instead, you talked to them on the phone and answered a lot of their questions and there was no pressure at all.

Another way to make people feel comfortable about contacting you is to describe the process. Tell them what happens first, who they will speak to when they call, what will be discussed, what happens next, and so on, so that people can get a picture in their mind’s eye of what it will be like when they call.

Yet another way to reach out to people is to simply tell them directly that you will be happy to speak to them via phone or via email, that you will answer any questions they may have, with no cost or obligation.

No pressure. No intimidation. Call or email, the door is open.

There are other things you can do to make people feel comfortable about contacting you. Reduce or eliminate the “disclaimer” language so prevalent on lawyers’ web sites and emails. Photos of you and your staff are good. Use head shots and also some informal shots of you with clients or you outside the office. Personal information helps. Talk about your kids, sports you enjoy, or your volunteer work. On your web site, consider adding a video of you speaking and welcoming visitors, telling them what they will find on the site, and inviting them to contact you by phone or email.

Show people you are a regular person and you want to speak with them and more people will call.

Want more great marketing ideas? Check out The Quantum Leap Marketing System for Attorneys

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Networking 101: What Do I Do After I’ve Made a New Contact?

An attorney emailed and asked:

“Last week, I met a man who is the head of the [an influential association]. Good contact. I sent him an email saying nice to meet you, he responded likewise and hopes to see me around. Now what?”

Great question. What do you do after you meet someone? How do you develop a relationship that will bear fruit?

Of course there isn’t a simple answer. Each situation is as different as the individuals involved. And while every nascent networking relationship has the potential to grow and develop, it’s possible that it won’t. The chemistry isn’t there, the timing isn’t right or one of the parties simply isn’t amenable to taking the relationship to a higher level.

So you meet a lot of people, try a lot of things, and see what works. Most relationships probably won’t pan, out but that’s okay. You only need a few good ones.

When you meet a new contact, here’s what to do next:

First, never leave anything to the other party. Always take the initiative to move things forward. You invite them, you call them, you ask them. The reason we give people our business cards when we meet them, isn’t so they have our contact information, it’s to get theirs.

So you’ve done that. You took the lead and emailed “nice to meet you”. That’s good. He replied. Even better. The door is open to future contact and there is now a chance that he will remember you.

Second, when we meet new people, during those uncomfortable first few minutes where we exchange small talk, we are searching for “commonalities”. When we find them (a school, a mutual friend, a shared interest in golf, for example) we are united in that common interest and we have something we can talk about. When you find something in common with your new contact, however banal, you can use that to continue the conversation at a later time.

So, did you discover any commonalities with your new contact? Did you discuss anything that you can use to continue the conversation? If not, in your next communication, find a reason to ask him a question. Ask if he knows someone you know or what he thinks about an idea that is important to his industry. Share an article you think he may like and ask for his thoughts.

Third, and most important, networking isn’t about you getting something from the other person, at least not initially. In the beginning, networking is the search for people with problems you can help solve or objectives you can help meet. I am not necessarily referring to your legal services.

What does the other person want? Where is his pain? What is on his mind? You need to find out so you can help.

You might have information that can help. You might introduce him to someone. Or give him a referral.

You get what you want by first helping other people get what they want. The more you give, the more (eventually) you will get.

So, if you don’t know what this individual wants, find out. Ask him–”how can I help you with. . .?” Or ask people who know him or his organization what might be needed. Or do some research.

Once you know what someone wants, look for ways to help him get it. If you can’t help them yourself, turn to your existing network of clients and contacts and find someone who can. If your contacts can’t help, they may know someone who can.

Your role is to position yourself as the “go to” person when people need something. You connect people with problems with people who have solutions. In doing so, you help both people and you also help yourself.

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Dear Attorney: Why should I hire you?

why should i choose you instead of any other attorneyAs you think about the end of this year and the start of a new one, there’s something you should spend some time contemplating: Why should a prospective client choose you instead of any other attorney?

After all, they could choose from a long list of other attorneys. In some cases, if their needs are simple enough (or they think they are) they can also choose a paralegal or other non-attorney. In any case, not you.

So why choose you?

It’s an important question, don’t you think? Spend some time thinking about this and crafting your answer so that if someone asks, you can confidently answer in a way that inspires them to take the next step in your direction.

A good place to start is by using your imagination. Pretend a prospect is sitting in your office, across the desk from you, pen and paper in hand. You’ve discussed their issue with them, answered their questions, and shown them their options. Then, they pop the question: Why should I hire you instead of any other lawyer?

What would you say?

Write down everything you can think of. No doubt you’ll mention your track record, results you’ve obtained for other clients, and your accolades and awards. You’ll talk about your firm’s resources and capabilities. You’ll say things like “dedication” and “hard word” and “caring”. And all of this is good. But it’s not enough.

For one thing, nobody really cares that you are the biggest, oldest, or most successful. It’s not meaningless, but it’s not that important because it’s all about you. Your prospects want to know what’s in it for them.

In addition, those other lawyers are saying something very similar.

So dig deeper. What makes you different? Why are you the better choice? What co your clients get they don’t get from any other lawyer?

These aren’t easy questions to answer. You may not have a good answer, or any answer, and that’s okay right now. At least you’re thinking about this and if you continue to think about it, eventually you will start doing things that will provide you with a great answer.

Your prospects may never ask you this question. They may never even think it. And, in truth, most will make their decision based on how you make them feel when they speak to you, not on any quantifiable measure of your superiority. But don’t get complacent.

In the end, the attorney who delivers the highest standards of service and benefits to his or her clients is the attorney who will attract more of them. Even if nobody asks.

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