Unfortunately, for most attorneys, the answer is “nothing”. They offer the same services today that they offered last year, and the year before that.
The clients change, the cases have different elements, but for most attorneys, same old same old. Even if they offer a menu of services, the menu rarely, if ever, changes.
Worse, many of their clients need them only once in their lifetime.
If attorneys owned any other type of business, they would regularly offer new products or services. Their business would always be growing.
But if a client doesn’t need another divorce, or doesn’t get in another accident, it’s game over.
It would be great to be able to offer the client another service, wouldn’t it? But if you specialize (as you should), you probably don’t have anything else.
Some attorneys offer updated documents, reviews, and modifications, and that’s good. But what about everyone else?
Well, there are a couple of things every attorney can do.
First, you can partner with other attorneys and promote their services to your clients. In return, your partner promotes your services to their clients. You can also do joint ventures with other types of professionals, and businesses, too.
Your clients have problems and needs that go beyond what you can do for them. They need help finding high quality professionals and vendors. They would love to get a good deal, or at least know they aren’t getting a bad one.
You can help them, and in so doing, help yourself.
Think “clients” not “cases” or “engagements”. Continually look for ways to help your clients with their other business or personal needs.
See The Attorney Marketing Formula for different ways you can work with joint venture partners.
Second, no matter what kind of practice you have, you should continually be creating new content.
Every article, blog post, report, seminar, video, or ebook you produce and put out into the market place can bring you new clients.
They can bring traffic to your website via search and social sharing. You can ask your clients and contacts, (and joint venture partners), to share our content with their clients and lists. You can offer them for sale on Kindle and other venues, where millions of prospective clients can find them.
Each piece of content you create educates prospects about what you do and how you can help them. It pre-sells them on the need for an attorney, and why that attorney should be you. And it prompts them to contact you to ask questions, make an appointment, or sign up for your list.
New services, albeit someone else’s, and new content. These are your new products and services. This is what you should continually create and offer.
Then, when someone asks, “What’s new?” you’ll be able to show them.
To learn more about joint ventures, get this