How to get great clients

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You may be very good at marketing, write great copy (or hire great copywriters), invest time and money getting more leads, and a host of other things that make your phone ring. 

But as good as that is, there’s something better. Easier. More profitable. And more likely to lead to a steady stream of happy clients who help you build your practice. 

Instead of relying solely on good marketing strategies, target better prospects. 

Better prospects include people who 

  • Know they need a lawyer and don’t even consider doing what needs to be done themself 
  • Have the ability to pay top dollar for top level legal services (yours) and are not only willing to do that, prefer it 
  • Sees you and what you offer as a good match for them. If you’re a sole practitioner with one practice area, for example, they understand how that benefits them and aren’t looking for something else.
  • Doesn’t need permission to hire you, or can usually get that permission
  • Are action-oriented. When they see the need, they don’t hesitate; they put you to work
  • Have a lot of legal work for you—repeat business, big cases (if that’s what you want), or lots of smaller cases, with work you’re good at and enjoy
  • Know other people with similar needs and ability to pay, i.e., they can (and will) send you a lot of referrals, introduce you to people you want to know, and otherwise promote and support you. 
  • Are easy to work with, don’t complain, don’t micromanage, don’t slow-pay, etc. 

Feel free to add other attributes you consider important components of your “ideal” client. Because you should be targeting your ideal client, not “anyone” who has legal work you can handle. 

No matter what kind of marketing you do, or how much you do, targeting your ideal client is the force multiplier. It makes everything easier and better.

You may not always get them. They might have some of the qualities you desire, but not all of them. But if you want your marketing to be easier and more profitable, you should focus more of your resources on this type of client and less (maybe much less) on other types.  

Why wouldn’t you? You can always “tolerate” other types of clients or cases, at least until you’re ready to go “all in” on your ideal. 

Where do you find these dream clients? Primarily, eventually, through referrals. There’s no better way. But there are other ways, and they can lead to a lot of referrals. 

Start with your existing clients. You may only have a few who are “ideal” (or close to it) but if you spend more time with them and do more to help their business grow or personal life prosper, they will lead you to more people like themself.

The Attorney Marketing Formula helps you identify your ideal clients, and get more of them

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Plan 9 From Mars

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For some reason, when I thought about the idea of planning (for next year), I thought of the title of what many consider the worst science fiction movie of all time. 

I only watched a few minutes, many years ago, but I think it was about Martians invading Earth. 

I’m pretty sure their plan failed, but I commend those Martians for thinking big, which is the point I want to make today.

If you’re going to plan (something), for next year, or any year, make it big. 

Don’t spend a lot of time planning how to redecorate your office when you can plan a new marketing strategy that might allow you to buy a new office building. Or three. 

Big plans force us to be creative and do things we’ve never done before. They force us to focus.

Even if your big plans don’t materialize, thinking big helps you sort out what’s important and make that your priority, instead of getting bogged down with a multitude of small ideas which, even if successful, won’t amount to a hill of beans (I’ve got movies on the brain).

Big plans give you a chance to win big. 

The Pareto Principle says 80% of our results come from 20% of our efforts (plans, ideas, activities, projects…). Figure out a handful of big ideas that can deliver big results, and then narrow down your list to just one or two. 

One or two big ideas that could transform your business or life.

In the book, The One Thing, author Gary Keller puts it this way: 

“What is the one thing you can do such that by doing it, everything else will be easier or unnecessary”.

Your big plan might fail (and you’ll have to return to Mars) but if you’re going to work on anything next year, work on something big, so big it could take care of almost everything else.

No pressure. But I need your answer on my desk first thing tomorrow. My ship leaves at 9.

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Is niche marketing right for you?

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Lawyers can learn a lot about marketing by looking at what other professionals and businesses do to market their products and services. Real estate brokers and agents, for example, use a method of marketing that allows them to maximize the effectiveness of their marketing and minimize their costs, and lawyers can use the same method.  

In a nutshell, instead of spreading their marketing “seeds” anywhere and everywhere, real estate brokers concentrate those seeds in a small part of a city or neighborhood (for residential brokers), or an industry or list (for commercial brokers), 

That neighborhood or industry is their “farm,” and that’s where they invest most or all of their marketing dollars and time.

It’s a more cost effective and impactful than trying to get their message in front of “anyone, anywhere who might want to buy or sell”. 

Open your mailbox and you’ll see the same flyers and calendars from a handful of local agents and brokers who farm your neighborhood. You may not mail flyers and calendars but if you do any advertising, speaking, or networking, instead of trying to do that ‘everywhere” and getting lost in a sea of lawyers’ messages, you can stand out in your target market by focusing on a few neighborhoods, a few industries, or a few groups.

If you advertise, don’t choose “every” keyword or publication, concentrate on keywords or publications that get your message in front of your ideal clients. To some extent, this will allow you to dominate your target market or niche because your prospects will seem to see your message “everywhere”. 

Your marketing messages are also more effective in a niche market because you can use buzzwords and stories and examples from their niche. Instead of a lawyer who does estate planning, for example, you can position yourself as a lawyer who does estate planning for medical professionals or yacht owners.

Yes, niche markets are smaller. But for each $1000 or hour of time you spend in a niche, you get a lot more bang for your marketing buck.

And you can then target more neighborhoods, industries, professionals, or lists. 

How to choose the right “farm” for your practice

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If your clients wrote your marketing plan

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Your clients know what they want (and don’t want) from you and can give you insights into what you can do to attract more clients like them.

Which is why you should survey your clients and find out what they want, what they like, and what you can do to get more clients and increase your income. 

You can use surveys to learn about

  • Your image in the marketplace
  • Your services, fees, offers, and benefits
  • Your “client relations”
  • Your content—what they like, what they want more of, what they want you to do differently
  • Your marketing, advertising and social media—did they notice your ad? What did they like about what you said? Why did they choose you instead of other attorneys?

You can learn a lot by asking questions. 

But surveys aren’t the only want to find out what your clients (and prospects) think about what you’re doing. You can also do interviews, going more in depth and asking follow-up questions, and find out what they “really” think. 

Another way to do “market intelligence” is by tracking metrics—opens, clicks, downloads, sign-ups, how long a visitor stays on a page, etc. 

Finally, you can find out what clients think by listening. Nothing formal, just listen to what they talk about, what they ask you, how they feel about their situation, and what they complain about regarding your competition (and about you). 

It can be a lot of work, but if you have the numbers, it could be worth the effort. If you don’t have the numbers, or don’t want to invest the time or money, stick with surveys. 

At the least, survey every new client, to find out what they want and why they chose you, and survey every exiting client (at the end of their case or engagement), to find out if they got what they wanted. 

Surveys are easy to do and can tell you what you’re doing right and what you need to improve. 

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Your marketing plan

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One of the biggest components of a marketing plan is the allocation of resources. How much time or money will you allocate, and on what? This will depend on the marketing methods you use, your practice areas, your target market, your objectives, and other resources available to you, such as your staff and your contacts.

Your plan might call for something like this: 

  • 25% prospecting (networking, advertising and lead generation, speaking, content creation, working with referral sources, etc.)
  • 25% following up (scheduling consultations, return calls/email, closing, newsletters/staying in touch, etc.)
  • 25% client relations (added value for clients, cross-selling, up-selling, stimulating reviews and referrals, creating offers or incentives, etc.)
  • 25% promoting (your services, your website, your content, events, etc.) 

You might have these same broad categories, but different sub-categories. You might advertise primarily for lead generation or to build name recognition in your niche. You might might allocate more time for certain marketing activities and little or none for others.

You might invest 50% of your “marketing time” working with existing clients and prospects, or include working with your referral sources, joint venture partners and professional contacts.

The point is, you get to choose how to spend your marketing time (and dollars), and on which activities. Figure out what works for you and schedule everything.

Start by making a list of the activities you currently do (or plan to) and put these in appropriate categories. Then, consider the total time and dollars you do or will invest each week or month, and then divide up that total by category, as above.  

This is, of course, just one way to do it. It may not be the right way for you, but it is a place to start. And that’s all any plan gives you.

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How do you know if it’s working?

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Everyone says, “Do more of what’s working and let go of (or change) what isn’t”. I said it myself yesterday. But how do you know if something is working? 

Sure, the numbers. Your return on investment. How many new cases or clients, how much revenue, how many leads, what percentage you close.

Are you hitting your KPIs, getting lots of butts in seats, increasing your list of subscribers and followers? 

Yes, the numbers tell the story. But not the entire story.

Because there are things you can’t measure. Testimonials, reviews, and new referral sources which haven’t (yet) paid off but could soon rock your world.

Invitations to speak in front of a prestigious group, being endorsed by an influential professional in your target market, or meeting the right person at the right time.

You can’t measure these things. Or predict their effect. The small case that doesn’t pay much (or anything) but leads to a big referral. Writing 20 articles that nobody reads and then someone does read one, likes it, forwards it a friend, and it goes viral and brings in a steady stream of new business. 

You don’t always know something is working. Or where it might lead.  

The numbers aren’t irrelevant and in some situations (advertising) they are critical. But you can’t always count on the numbers. So, I propose another way to tell if something is working. 

Are you having fun? 

Fun? Yes, fun. 

If you’re enjoying what you’re doing, you’ll want to continue. You’ll do it regularly and enthusiastically, without forcing yourself or reminding yourself. You’ll be more creative and consistent. And your excitement in the doing, not just the results, will attract clients and referral sources and opportunities galore. 

Do more of what’s fun. Because if it’s fun, it’s working. 

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Start before you’re ready

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You want to create a new and improved marketing plan. You do some research, talk to some people, figure out the steps, allocate funds, set some goals, and schedule time to do what you need to do. 

Logical. Thorough. But often a waste of time. 

Why? Because you don’t know what you don’t know. You don’t know if the information you’ve collected and the decisions you’ve made will get you where you want to go. The only way to know that is to start.

Do something and see what happens. 

Once you see what happens, you adjust. You do more of what’s working, change or abandon what’s not. 

If it’s working, or you feel good about those first few steps and want to keep at it, you give it more time, add more elements, change your pace, change your words, and fine tune your approach. 

Research and planning are fine, but at some point, you have to do something. The sooner you do, the sooner you know if you’re going in the right direction.

Pick something and start. Before you’re ready.

Call some old clients, even if you don’t know what you’re going to say. Outline an article or presentation, ask a friend if you can join him at his next networking breakfast, get some quotes for a makeover of your website.  

Starting may be the toughest part, but it is the most important. 

When you take action, even a little, you learn things, meet people, get ideas, establish some momentum, and feel good about taking the first step. 

Or you don’t. 

You might mess up, hire the wrong people, waste time, spend too much money, hate everything you see or write or do, and want to give up.

That’s okay, too. 

Get some help. Try it a different way. Take a break and come back at it with fresh eyes. Or kill the idea and do something else. 

Try lots of things. You’ll learn what you like, what you hate, what you’re good at, and what you never want to do again. 

Progress. 

Eventually, you’ll find something that sticks. 

And that’s your plan. Messy, exciting, and ultimately your path to success. 

Helen Keller said, “Life is either a big adventure or nothing.” Clearly, she was talking about marketing legal services. 

This will help you create a simple plan

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A simple marketing plan

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It’s got to be simple or you won’t do it, right? At least not consistently. You can always do more if you want to, but if you’re pressed for time or don’t want to do anything else, this plan can deliver meaningful results. 

And I promise, you can do this. No matter how busy you are.

There are only 3 things you need to do:

ONE: CONTACT 2 PEOPLE A DAY

Again, you can do more but it’s better to contact 2 people a day, every day, than what you can, when you can, because when you do it daily, it becomes a habit, you get better at it, and your results compound. 

You can contact them by phone, text, mail, email, or a combination thereof. Or, if you roll that way, you can talk to them in person. 

Who do you contact? Your choice:

  • Existing clients
  • Former clients
  • Prospective clients
  • Business or professional contacts

In short, anyone who has or could hire you, provide referrals, or send traffic to your website. 

What do you say to them? That depends on who they are and how you know them (and how well). Some examples to ponder:

  • Welcome aboard (new clients, new subscribers, new seminar attendees)
  • Nice meeting you
  • How can I help you? (What do they need or want, besides legal services?)
  • Thank you (for hiring me, for your referral, for your review, etc.)
  • Just following up (with prospects, clients, and others you’ve talked to or communicated with, after a meeting, conversation, or consultation)
  • Here’s something I thought you might want to know (article, website, news story, a report, gossip)
  • Just checking in (see how they’re doing, say hello, find out about their family, client, business, etc.)

Okay, so that’s part one. Easy to do, but extremely effective. Try it for 30 days and you might be pleasantly surprised. 

TWO: A WEEKLY EMAIL

Send an email to everyone you know and keep them informed about the law, their market or industry, your new blog post or article, someone else’s blog post or article, or anything else you think will benefit or interest them. 

You don’t have to call it a newsletter. It doesn’t have to be long. It doesn’t have to be brilliant. You don’t have to sell anything or promote anything. But provide a link to a page where they can learn more about you and your services or event.

Tell them something, remind them to do something, warn them about something, share something, or tell them what you’re doing they might want to know. 

If weekly is too much, send it monthly. But send them something as often as you can.

Because no matter what you send, every time you show up in their inbox, you remind them that you’re still around and can help them and the people they know. 

THREE: 10 PAGES/30 MINUTES A DAY

You are your business, and your business is you. To become more successful, work on yourself as much or more than you work on your business. 

Read 10 pages of a good book. Listen to audiobooks or podcasts for 30 minutes. Watch videos, take classes, or talk to people who can teach you something you need to know. 

You can read about marketing, business, writing, speaking, negotiating, productivity, and the tools and resources for making what you do easier or better. You can also read about leadership, managing or working with people, history, creativity, and anything that inspires you.  

Professional development is important; personal development arguably more so.

Bonus tip: Take some of what you learn and put it in your weekly email. 

Okay, that’s it. A simple plan. Commit to doing these 3 things consistently. It may be (nearly) all the marketing you need to do.

For a more comprehensive marketing plan, get this

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3 a day

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Marketing your law practice doesn’t require you to do big, difficult, or time-consuming things. At least not all the time. As I regularly note, you can accomplish a lot in just 15 minutes a day.

The key is to do it consistently. 

Schedule 15 minutes in your calendar every workday for marketing. It is arguably the most important appointment of your day. 

During those 15 minutes, you can do anything related to growing or improving your practice. If this is a new habit, however, I suggest you decide in advance what you will do. 

One way to do that is to pick a number. I suggest the number 3. 3 calls, 3 emails, 3 pages. That’s easy, isn’t it?

Here are some examples of what you could do:

  • Comment on 3 social media posts by people you know or would like to know
  • Call 3 old clients and say hello
  • Email 3 professionals in your target market—invite them to (something), ask them a question, share something you have in common
  • Collect 3 business cards
  • Like, comment, or share 3 videos of people in your target market (as a precursor to connecting with them)
  • Contact 3 people in your existing referral network and ask how/what they’re doing
  • Follow-up with 3 prospective clients you’ve spoken with
  • Send 3 thank-you notes, birthday cards, or holiday cards

3 calls or comments or emails today, another 3 tomorrow. Or mix and match, one comment, one call, one email.

Over time, you’ll connect or re-connect with a lot of people. Some will want more information, some will want to speak to you about their situation, some will see how you can help one of their clients or friends.

You could also use your 15 minutes to

  • Brainstorm 3 ideas for an article, blog post, or presentation
  • Write 3 pages (or paragraphs) for your new lead magnet, report, or book
  • Find 3 keywords to add to one of your ad campaigns
  • Find 3 groups that need guest speakers at their event
  • Find 3 blogs in your target market that accept guest posts
  • Find 3 podcasts or channels that interview lawyers

It’s just 3. It’s just 15 minutes. But it might be all the marketing you need to do. 

Marketing is easy when you know The Formula

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Legal marketing made eas(ier)

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Would it be okay if I showed you how to make marketing your practice easier? How to get the same (or better) results with less effort? So you don’t overwork yourself or hate what you’re doing and stop doing it?

I’ll take that as a yes.

Okay, grab a pen. Here are 3 things to do to make your life easier and your practice more profitable.  

(1) Don’t do everything.

There are a lot of marketing strategies you could use but you’ll drive yourself crazy (and get poor results) if you try to do them all.

Choose no more than two or three primary strategies and focus on those. Learn all you can about them, get good at them, and make the most of them. They may be all you (ever) need.

Me? I chose referrals. Later, I added advertising. Later still, I started a blog and a newsletter. 

Fewer strategies are easier and usually lead to better results. The same goes for the tools you use to implement those strategies. 

(2) Don’t do everything yourself

Delegation is your friend. Let your staff do as much as possible and/or outsource. 

Me? I only did things that only I could do. I saved time and got better results because I didn’t do things I wasn’t good at or didn’t enjoy. 

(3) Look for additional opportunities that are low-effort/high-impact

There are other things you can do in addition to your primary strategies that have the potential to bring in new clients, new business contacts, and opportunities you might not otherwise discover.

For example, speaking and networking might not be something you regularly do, but if you are invited by a client or business contact to speak at or attend an event in your target market, or as a guest on a podcast in that market, go for it. Go flap your gums and shake a few hands.

Something else that is relatively low-effort but high-impact is writing a book. (Low effort because you can get help). Publishing a book is a great way to build your reputation, generate leads, and make your other marketing strategies more effective. 

The key word is ‘leverage’. Things you can do that are easy, don’t take a lot of time, and have the potential to deliver excellent results. 

The other keyword is ‘focus’. Do a few things and do them well. (But, never say never to other ideas.)

The Attorney Marketing Formula

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