What do you think would happen if you became more valuable to your clients and business contacts?

You’d get more repeat business and referrals. You would increase your gross and net income. Gross income because you’d have more work coming in. Net income because you could spend less on outside marketing and enjoy the economics of scale.

You would be “in demand”. Clients and influential people in your market would learn of your good work. They’ll want to hire you, network with you, interview you, and recommend you.

The more value you bring to the market, the more value you will receive in return.

It is law.

How do you become more valuable? You find out what the people in your market need and want and you help them get it.

What are they talking about, reading, asking, and doing? Survey your lists or talk to them individually. Everyone likes to talk about themselves. Encourage them to do that and they’ll tell you what you need to know.

You’ll discover their problems—legal, business, and personal. They’ll share their goals. You’ll learn what they want and what they need—information, advice, recommendations, ideas, clients or customers.

They’ll tell you how you can become more valuable.

If you can’t deliver what they need yourself, talk to your clients and business contacts and see what they can do.

Does a client need more customers for their business? Introduce them to a blogger or podcaster you know who can get them some exposure.

Does a client have a personal issue with a member of their family? Tell them about a book you heard about on that subject or give them some advice that has worked for you.

Did a professional you know mention the high cost of his insurance premiums? Maybe you know something about that and can offer some advice, or refer him to a broker you know who has worked miracles for some of your clients.

Adding value doesn’t just mean giving clients more deliverables or better outcomes, or helping them get more clients or customers. It also means doing things that give your clients a better experience.

It might mean simplifying your billing process or offering alternative payment methods. It might mean communicating more often, sharing information and ideas and recommended resources via a newsletter, videos, or podcast. Or it might mean cutting down the frequency and quantity of that information if that’s what they prefer.

Adding value can be as simple as getting to know your clients on a personal level and being there for them when they need another set of ears to listen to their idea or a shoulder to cry on when they’re having a rough time.

Value means different things to different people. Your job is to find out what it means to your clients and contacts, and then do what you can to help them get it.

The Attorney Marketing Formula