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.
Filed under Communication, Marketing legal services, Networking, Relationship marketing, Thank you letters by 
Many people use HTML emails with images and colorful templates and headers and footers. Their newsletters look like an actual newsletter or magazine. Very professional.
Most of the top marketers, however, use plain text. I do too.
Why? Because plain text emails get a better response.
Email is (or should be) a personal communication. From me, to you. Like I fired up gmail and sent you a personal email.
Even if it's a newsletter.
For five years, I wrote The Attorney Marketing Letter, a paid subscription eight-page newsletter mailed in a number ten envelope. It was printed on letterhead with the name and address at the top. The paragraphs were indented and the margins were "right-ragged," not justified. I used Courrier for the font. Each letter began with a salutation, "Dear _____,".
Just like a real letter.
Today, I try to simulate the affect of a real letter by using all text emails. I don't use HTML because I don't want slick and professional. It looks nice but I don't care about that, I care about communicating with my subscribers and I care about response.
People don't want slick. They get enough magazines. Their mailboxes are filled with junk mail. If your newsletter looks like it was produced by a graphic artist and a team of copy writers, it is mentally lumped in with all the other commercial messages that flood their mailbox and is deleted with the rest of the junk mail or skimmed and then deleted.
People like getting real letters from real people, and they read them. There's nothing more important.
You may have great content in your newsletter but you can't build a relationship with (or sell something to) subscribers who don't read it.
There's another reason why plain text emails are important: smart phones. More and more people check email on the little screen in their pocket. They can sometimes read it if its HTML; they can always read it when its plain text.
"But plain text is ugly!"
"Maybe so, but the money it produces is beautiful."
Filed under Blogging, Copywriting, Newsletters, Relationship marketing, Writing by
I'm sure you read the story about the blogger in a defamation case who got hit with a $2.5 million judgment because, the judge said, she is not a journalist and was not protected by the state's shield laws.
Interesting story. Important subject.
You read the story but did you make any money with it?
Attorneys can easily leverage a story like this to get more media attention, more traffic to their web site, more prospects, more referral sources, and more clients. And I'm not talking about the attorneys who handled the case itself, I'm talking about you.
Interested? Here's all you have to do.
First, write a two or three page report summarizing defamation laws in your jurisdiction. You don't have to practice in this area to do this, Uncle Google will help you, or you can ask an attorney friend who does (and tell him about this idea so he can do it, too).
In your report, mention the case about the blogger. Offer your opinion. Include a few citations, maybe a few resources.
Now, go back to Uncle Google and ask him to give you a list of bloggers in your target market(s) who are in your state or province.
Next, contact these bloggers (a personal email will do) and tell them you wrote a report for bloggers about how they can protect themselves against lawsuits like the one in the news. Offer to send it to them, free of charge. Tell them they are welcome to send it other bloggers they know and care about. (If you know the blogger, you could just send them the report in your first email).
In one day, you can get your report into the hands of dozens of people who every day write and influence the people you are targeting for your services. You have provided value to the blogger on a personal level, and asked nothing in return.
Where can this lead? Interviews, hosted webinars for their readers, guest posts, referrals, introductions, you name it.
It doesn't matter if you don't practice tort law. If you do, that's an added benefit, but the point of this effort isn't to show these bloggers you can help them in this particular area of the law, it's to meet them.
Now, what else could you do with your report? Here are a few ideas:
- Send it to local media with a cover letter letting them know you are available for interviews.
- Call or email your clients and contacts: Who do you know in (your area) who writes a blog? Tell them you have a report that can help them.
- Offer it through social media; post a video on youtube, opining on the story and linking to your report; offer it via forums, chat groups, listserves, and other areas where bloggers and people who know bloggers congregate.
- Contact local blogger groups, business groups (anyone who has a blog), and offer a lunch talk.
- Write about it on your blog or in your newsletter.
- Take out ads and offer the report, as a "public service".
- Send it to lawyers in your practice area in states or provinces where you don't practice. Tell them what you're doing with the report in your area, invite them to do the same in theirs. (If you have to ask how this could help you, forget about this idea.)
- Do a presentation at your bar group's next function on how you used a news story to market your services.
You get the idea.
Oh, and you don't need a news story to do this, you can write about anything that affects people in your target market or they people who influence them.
It's about providing value in a leveraged way. It's simple and it works. And if your report goes viral, it could help you take a quantum leap in the growth of your practice.
There are two kinds of referral sources: those who can refer and those who will.
If you've done a good job for your clients, most are probably willing to give you referrals. That doesn't mean they will. If they don't know people who need your services, they can't refer them.
Others — professionals, business owners, centers of influence — who are able to refer you a lot of business, often don't.
Understanding why people do or do not give referrals can help you get more of them.
So why do people provide referrals? Your clients are willing to send referrals for several reasons:
First, your clients want to help their friends and colleagues to the benefit of your services. They can save their friends the time they might have spent looking for an attorney, and help them avoid the risk of getting an incompetent one or getting overcharged. Their friends appreciate this help; your client's status is elevated. Being able to help their friends makes them feel important.
Second, when their friend retains you and is also satisfied with your work, it validates your referring client's decision to hire you in the first place. Any doubts they may have had about their experience with you are removed.
The third reason your clients are willing to give you referrals is that they want to help you. However, clients don't always know that you want their referrals. You need to tell them. Or, they understand that you want referrals but they just don't think about it. You need to remind them.
If you're not getting referrals from your clients, or you're not getting as many as you would like, there are only two reasons: either you don't deserve them or you're not asking for them.
Now, how about non-clients, professionals, business owners, centers of influence–why might they give you referrals?
For some, it is the expectation of quid pro quo. They give you referrals and you give them referrals, or so they hope.
Others will refer their clients and contacts to you for the same reason your clients do: to help their clients avoid the risk and effort of finding an attorney on their own. In helping their clients this way, they add value to their relationships and their status is also elevated. And yes, some also feel good about helping you, too.
When a professional is able to refer business but is unwilling to do so, it may be because they don't yet know, like, and trust you. It takes time for your relationship to develop. Eventually, they may turn out to be a big source of new business.
Many prospective referral sources don't send you business because they don't have it to give. They have a relationship with another attorney to whom they refer and they don't have enough referrals for both of you. Unless their regular attorney has a conflict of interest, is unavailable, or doesn't handle a given matter, your prospective referral source may be willing to refer, but not able.
In time, that may change. When the other attorney retires, dies or screws up, you could be next in line.
If you're dealing with a prospective referral source who cannot reciprocate, there are other ways they can help you. By the same token, there are other ways you can help them when you can't reciprocate.
Some people who can give referrals simply won't. They may see it as risky–what if you screw up and make them look bad? Others just can't be bothered.
Don't dwell on the reasons why people won't refer. If some clients won't do it, it doesn't matter; most will. With non-client referral sources, the numbers are reversed. Most won't refer and this doesn't matter. You only need a few who do.
Filed under Client relations, Referral sources, Referrals, Relationship marketing by
'Tis the season. . .
Yep, the holidays are right around the corner. Will you be sending cards this year?
If you are, this excellent 13-step holiday greeting card guide for law firms will help you create a plan and a timetable.
You don't want to wait until the last minute. Not with so many decisions to make. Remember last year? You spent way too much time looking through catalogs to find just the right card (mustn't offend anyone) and then spent way too much money because you didn't want your clients to think you couldn't afford a nicer card. . .
I'd like to propose an alternative to this annual ritual of pain.
Don't misunderstand me, I do recommend communicating with your clients and professional contacts and the holidays are an especially good time to do that. Communication is the sine qua non of relationship building, after all. What I don't recommend is sending the same commercial greeting cards everyone else sends.
Why? Because a mass market, commercial greeting card that your client reads for three seconds before placing on the fireplace mantle sends an unwritten message:
We're sending this to you because it is expected of us and we didn't want to take a chance that you would notice if we didn't. We couldn't be bothered to put any thought into it, so we spent some money instead. We want to remind you that we still exist and we hope you will remember us if you need an attorney or know someone who does."
Commercial holiday cards, the same cards sent by every insurance agent and dentist, are nothing more than advertising, and everyone knows it.
Look, you know these people and you do appreciate them, and they you. You helped them through a tough time or you helped them achieve something important. You met their family or their employees. You really do care about them as individuals, but your holiday card says they are just names on a mailing list.
So, what do I advise instead?
A letter. Send a personal letter to your clients that says what you really want to say.
Tell them what you would tell them if you were sitting with them in person.
Tell them that you appreciate knowing them and you are proud that you have been able to help them. Share news about what happened this year in your practice and personal life and your thoughts about next year. Share a story about a remarkable case, a client who opened a new business, or a new hire in your firm.
Write about the economy and offer solace and advice. Write about books that changed your thinking, and quotes that inspired you. And, because it's a personal letter, you can write about your kids, your hobbies, or your vacation. Whatever you write about, make sure you tell your clients how grateful you are to know them and have them as clients.
When your clients receive these annual missives, they will read every word. They will tell their friends and families about their attorney's letter. And because they know you didn't have to do it, they will call you and send you emails thanking you for taking the time to write a personal message.
My wife and I have friends who send out a family newsletter every year. It's written by the husband and reads like a newspaper, with headlines, photos with captions, and "news" stories. Very funny news stories. Humor is not easy to pull off, but my friend does it like a pro. My wife and I read it cover to cover, laughing all the way. Our friends moved to the Midwest a few years ago, so we don't see them much (they visited recently) but their newsletter keeps us informed about what's going on in their lives and makes us feel like we are still a part of it.
Send your clients and others you care about a year-end personal letter. If not a complete letter, at least add a note inside the card. If you really want to make an impact, add a personal, hand written P.S., something that lets your client know you know who they are.
You don't need much, just something personal. "Tell Michael I wished him good luck in his soccer tournament!" will be appreciated and long remembered, and so will you.
Filed under Communication, Law office management, Relationship marketing by
To be productive, a farm needs acres and acres of land. Rich top soil, seeds planted a few inches under the surface, within reach of the sun's rays, regular water, and the loving care of the farmer. The farmer knows that each seed can yield only so much, so he plants lots of them. More seeds, bigger harvest.
A farm is "an inch deep and a mile wide." Unfortunately, so are many law firms. They plant a lot of seeds, going wide instead of deep, collecting fees and moving from new client to new client. But while a seed planted in the Earth can only yield so much, clients can yield far more than the fees they initially pay.
Each client can also:
- Hire you again
- Hire you for other services
- Provide referrals
- Introduce you to prospects, referral sources
- Promote you via social media
- Send traffic to your web site
- Recommend your newsletter, ezine, blog
- Distribute information by and about you
- Invite their colleagues to your seminars
- Provide information to you about their industry and/or key people
- Give you testimonials and endorsements
- Provide feedback about your marketing
The big money in a law practice is not the initial harvest, the fees earned on front end. The big money is earned on the back end. You may earn $10,000 from a client today, but $100,000 over their lifetime.
To bring in his big crop, the farmer must nurture his seedlings. So must you nurture your clients. Communicate with them. Appreciate them. Acknowledge them. Give to them. Build strong relationships with your clients and they will bear much fruit and continue to blossom for many seasons.
A farm is an inch deep and a mile wide; a law firm should be an inch wide and a mile deep.
Filed under Client relations, Increase your income, Leverage, Marketing legal services, Relationship marketing by
Most lawyers go from case to case, client to client, never stopping to use the successful outcomes they create as marketing leverage for bringing in more clients. That's because they're thinking like a lawyer, not a rainmaker.
Instead of rushing from one case to the next, take a few minutes to think about how you can use the successful outcome (verdict, settlement, closing the deal, estate plan, etc.) to get the story told to the people who can bring you more business.
Here are five ways you could do that.
- Your client. The best time to talk to clients about referrals is right after a successful outcome. When you hand them a check, sign papers, or otherwise bring things to a climax, it's prime time to ask for referrals, for a testimonial, or for other help.
Ask consumer clients to refer you to their friends and family or to other professionals they know. Ask your business clients to introduce you to their vendors or distributors, to write about the case in their newsletter or blog, or submit an article to their local paper. (You can write the article for them).
The favor you ask your client doesn't have to be related to their case. They're happy and willing to help, so ask them to distribute your new report, "like" your new blog post, or invite their friends to your upcoming seminar. And ask them to ask their friends to do the same.
- Your other clients and prospects. Write about your successful outcome in your blog and newsletter. Post it on your web site. Do a little bragging on social media channels. Take advantage of the win to let others see you doing what you do, helping others "just like them" achieve the same benefits they seek.
- Other parties/witnesses. Send a quick note to the other parties and/or their counsel, thanking them for their professionalism. Send a thank you note to experts and other witnesses, for a job well done. It's not uncommon to see the losing side hiring the winning attorney or sending referrals or opposing counsel referring clients when they have a conflict. By the way, do the same thing when you lose a case or settle for less than hoped.
- Your colleagues. Tell other lawyers you know about your case. Send a letter, speak about it at Bar functions, write an article, point them to your blog post. Tell the story and share the legal nuances, give them tips about the judge or arbitrator or experts. Help them do better on their next case and they will appreciate you, reciprocate with good information on their next case, and send business your way when they have a conflict.
- The media. Find something newsworthy or otherwise interesting about the case, your clients or their company and issue a press release or write an article for publication in their trade journal or home town paper. The media are starved for good stories; don't assume there's no news value to preparing a living trust for your blue collar client. In the hands of a good writer, there's always a story to be told.
Leverage means getting more results from the same effort. From now on, leverage your successful outcomes to get more publicity, more speaking engagements, more traffic to your web site, and more new clients.
When one of your clients has a friend or business contact who needs a lawyer, they'll hand their friend your business card (we hope) and say, "Here, call my lawyer".
Notice they don't say, "Here, call my law firm."
Your clients have a relationship with you, not your firm. Even if you are a partner, your brand is "you" and "you" is what you should be promoting.
If permitted, you should have your own web site or blog, your own social media accounts, your own domain name, and your own email account (you@yourdomain.com).
If all you do is promote and brand your firm, what happens if you leave the firm or the firm disbands?
Your brand is valuable. It should be protected, nurtured, and grown.
(Note, the above photo is a business card from lawyer James Rains, circa 1857. It says, "Will practice in any of the Courts, and attend promptly to the collection of claims." It looks like he was a partner in the firm of "Kernan & Rains," yet the card promotes Mr. Rains.)
Filed under Business cards, Client relations, Referrals, Relationship marketing, Social media by
The top people in any industry, whether sports or business or the arts, have coaches. Attorneys should, too.
A coach can provide training and mentoring and yes, some hand holding, but perhaps the most valuable service they offer their clients is providing a mechanism for accountability.
My coach taught me that accountability is one of the most powerful forces in motivating human behavior. I know when I have to report my progress to him at the end of the week, I get the work done. Without that accountability, it's too easy to delay and defer. I don't know why I listen to my excuses, but I do. I'll bet you do, too.
If you want to get more done, especially in the area of marketing your legal services, you should consider hiring a coach. Actually, you should hire me.
As an attorney, I built a successful practice by implementing marketing strategies and techniques that I learned through a lot of trial and error and a lot of study. As a marketing consultant, I've helped hundreds of attorneys with different backgrounds and practice areas in all phases of marketing and business development.
When we work together, you'll be able to:
- Get more repeat business and referrals
- Determine the best markets for you to target
- Get better clients and bigger engagements
- Develop a web site or blog that builds your brand and brings in new business
- Create compelling content for your web site or newsletter or for a speech or seminar
- Build targeted lists of prospective clients and referral sources
- Use social media to drive traffic to your web site
- Create marketing documents that make your phone ring
- Increase your gross income and your net income
- Earn more while working fewer hours
- Create a marketing plan that works for you, your practice, and your market
If you are on my newsletter list, you will be notified when the next group coaching program is open.
If you're interested in one-on-one coaching, please call me at (949) 888-2800 or use this contact form.
I can also provide referrals to experts in other fields. Please contact me if you're interested in any of the following:
- Copy writing (web, brochures, sales letters, landing pages, radio/TV)
- Media buying
- Email campaigns
- Print ads
- Web site (and blog) development
- SEO
- PPC
- Videos (scripting, shooting, editing, publishing)
- Social media campaigns
- List rental
- Web site metrics
If you want to be at the top of your profession, surround yourself with experts who can help you achieve more than you can achieve on your own. Hire someone to help you determine your most important goals, equip you with the tools and resources for achieving those goals, and hold you accountable to the monthly plans and daily activities that will help you accomplish them.
"I'm a busy lawyer. I don't have a lot of time to write a newsletter or blog."
Good. If you have time to write a lot, your clients and prospects might not read what you send them.
While frequency of contact is important, quality is far more important. Instead of writing low-quality weekly messages, you'll do far more to strengthen your relationships and build your reputation by sending a high-quality missive once a month.
I am subscribed to hundreds of blogs and email newsletters. My email inbox and RSS feed reader are inundated. Several times a day I peruse these offerings. I spend most of that time skimming the headlines and deleting or archiving nearly every article. I may scroll through ten or twenty percent but I probably read no more than two percent. The ones I read (and, often save) are where the real value for me lies.
I stay subscribed to this multitude of newsletters and blogs because they give me a sense of what's trending in my areas of interest. I also find articles I can share with my Twitter and Facebook companions. And, I do find articles worth reading. If I don't have time to read them on the spot, I save them to read later. Many of the publications I follow publish several times per week; some of the bigger publications publish twenty or thirty articles per day.
I filter through a large quantity of articles looking for the few of high quality. Sometimes they come from the multitude. More often, they come from the handful of sources that consistently provide high quality material. They may not post frequently and not everything they post is golden, but the most useful material (for me) usually comes from the same sources. Those are the ones I look forward to and make sure I read.
So, if you write a newsletter or blog, you don't have to write every day or three times a week or even weekly. Write when you can but make it worth reading. Your clients and prospects will appreciate it.
Apparently, uncle Google agrees. Carolyn Elefant writes that while in the past, quantity of keywords and links to a web site determined primacy in search engine ranking, Google has modified its algorithm to better reflect the quality of those keywords and links. You don't need everyone linking to your site, so long as you have the right ones.
Filed under Blogging, Client relations, Communication, Email, Productivity, Relationship marketing, Social media, Social media marketing, Writing by
Recent Comments