David M. Ward, Author at The Attorney Marketing Center

Treating your competition

December 4, 2025 by David M. Ward

You read that right–”treating” your competition, not the conventional advice about “beating” them.

It’s a different philosophy.

Reach out to other lawyers in your niche or market and get to know them, or, if you already know them, get to know them better.

See them not as a threat but as a friend. Not someone to “beat” but someone to work with.

Treat them to lunch, share your presentation or article, find something positive to say about theirs.

Yes, even though they might target the same cases or clients you target. Even if they are literally your competition.

I know what you’re thinking. You’re thinking I’m suggesting this because if these other attorneys or firms see you as a friend, you might get some referrals from them when they have a conflict or a case or client that’s not right for them.

This is obviously true and how I started my practice. But the philosophy of reaching out to other attorneys in your niche goes beyond that. You can learn from them and be inspired by them, even if just by observing them.

What are they doing that’s working? Maybe you can do it, too. What mistakes have they made? Perhaps you can avoid doing what they did. Who do they know you should know, if not by name but by category?

Why would other lawyers be willing to embrace you this way? After all, you might look at them as a friend or business asset, but most attorneys, raised on a zero-sum “beat the competition” mindset, are unlikely to see you the same way.

Maybe. In which case, their reticence might become a self-sorting mechanism, showing you who might be worth knowing and who might be best kept at a distance.

On the other hand, maybe your openness will unlock something in them that could be mutually beneficial. Maybe they would love to get to know you (or know you better), learn from you and be inspired by you.

In the end, it’s not about them. It’s about you. Your habit of seeing everyone as a potential friend and a willingness to see where that could lead.

I know lawyers who are like that. Natural networkers, with lots of friends and contacts, and very successful practices as a result.

It’s not the only path to building a professional practice, not something I’m good at or enjoy. But it’s something I’ve been willing to do over the years, and it has almost always led to good things.

We don’t have competition, you and I. Just people we don’t yet know, or know well enough to call a friend.

Filed Under: Increase your income, Law office management, Legal industry, Marketing legal services, Networking, Relationship marketing

I feel your pain

December 2, 2025 by David M. Ward

I’m able to write about marketing and building a law practice, provide you with information and resources you want and need, answer your questions, inspire and entertain you, because I have been in your shoes.

I feel your pain (and desires) because I’ve had those pains and desires.

The question is, do your clients believe you can say the same thing about them? Do they believe you feel their pain?

For many attorneys, the answer is “no” because, frankly, they don’t feel their pain. They understand what their clients are going through, but understanding isn’t the same as feeling. And how you feel about your clients is key to how they feel about you.

You can build a practice with good marketing based on features and benefits, offers and outcomes, but business is about people, and how people feel about you is essential to long-term success.

And how they feel about you starts with how they believe you feel about them.

How they feel might not be the reason they hire you initially, but is a big part of the reason they hire you again, and recommend you. Logic and value and outcomes are clearly important, but ultimately, how people feel usually determines what they do.

But this doesn’t mean you have to build relationships with all of your clients, or any of them.

Many attorneys don’t. Their work is transactional. The client hires them; they do the work; they get paid. It’s fair and rational and pays the bills, but take note: building a practice is easier and more fruitful when there is a connection between you and the client that goes beyond the work.

That is the point of client relations, after all.

If you don’t have relationships with your clients (and business contacts), and you want to, start by paying attention. Watch and listen to what they say and do, talk to them about their life and business, and be willing to talk to them about yours.

You may come from different backgrounds, but if you can imagine what it feels like to be in their shoes, you will have a big head start on building a relationship.

Filed Under: Client loyalty, Client relations, Marketing legal services

It’s worth more than you imagine

November 20, 2025 by David M. Ward

“How am I doing?” It’s a question we don’t ask enough, but we should. Ask your clients and prospects and business contacts what they like about your services, your staff, your website, you ads and your image. What do they like about what you’re doing and what do they think you could improve?

Their feedback could be invaluable.

Ah, but don’t limit yourself to what you’re currently doing. Also, ask for feedback about what you might do.

What other services would your clients and prospects be interested in? Would they like to get your newsletter more often, or less? Would they like to learn about a certain subject or get content in a different format?

This can also be valuable information for you. And yet, it could be worthless.

People don’t always know what they want. Or what they think.

People lie because they don’t want to hurt your feelings. Or can’t tell you what they like or don’t like because they haven’t worked with a lot of attorneys and don’t know what to expect.

They might be unhappy about something but have trouble putting it into words. They might be mistaken about something you did or didn’t do.

Ask anyway. You might learn something important. Or get an idea you haven’t thought about before.

Feedback might be flawed, it’s true, so look for patterns. One client might have unreasonable expectations or demands or have had an anomalous experience and you can safely dismiss their opinion, but if several clients complain about something or prefer something, that’s probably something you need to look at.

This is hardly the first time I’ve talked about the value of conducting surveys, asking for ratings or reviews, or encouraging clients to tell you how they think you’re doing. You’ve heard this before, from me and others, but do you do it?

If not, I’ll give you another reason. Arguably, the most important reason of all.

No matter what you learn when you ask for feedback, there is value just in the asking.

It shows clients you care about serving them and making them happy. You care about what they think and want.

Most lawyers care about their reputation, of course, but don’t (regularly) ask what people think or want.

And that’s the point.

Asking for feedback is an easy way for you to differentiate yourself from other lawyers. And that is worth more than you can imagine.

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Filed Under: Client loyalty, Client relations, Marketing legal services

95% of marketing legal services is doing two simple things

November 18, 2025 by David M. Ward

You can do more, but if you do these two things consistenly, you won’t have to.

They aren’t complicated, expensive, or time-consuming. They don’t require you to be clever or do anything unique.

How’s that for simple?

Two things.

First, you need to “show up”. That means keeping your name in front of people you know and people you want to know.

Clients, former clients, prospective clients, business and professional ontacts, family and friends.

You don’t have to contact them, although that’s always helpful. Showing up means getting people to rebularly see or hear your name.

That could be in their email, on social, at a networking or social event, or by seeing ads you run in publications they read.

Anything.

Each time they see or hear your name, they think about you. If they need legal help, it might prompt them to contact you. If they know someone who needs your services, it might prompt them to give them your name.

For a professional, “showing up” is 80-90% of marketing. Keep your name in front of people and the rest usually takes care of itself.

What about the other 10-20% of your marketing?

That’s also simple. The rest of your marketing is creating and dissemenating “information”.

Information about the law, legal problems and solutions and the benefits of hiring you.

Write it or record it and invite people to read or watch it.

Invite them to sign up for your newsletter, download your report, watch your video, or read your book.

Your information shows people (or reminds them) that you help people like them and shows them the benefits you offer.

Two simple things. Stay visible. Share information.

More: subscribe to the (free) Attorney Marketing Letter

Filed Under: Marketing legal services, Marketing Plan

3 questions you must answer before clients will hire you

November 13, 2025 by David M. Ward

Their questions may be unspoken but every prospective client has them.

The first question is, “Why should I pay attention to you?”

They’re busy. And don’t know you. Or don’t think you have something they need to see or hear.

Why should they open your email or watch your video? Why should they look at your ad, come to your seminar, or read your article? Why should they click the link and visit your website?

Why should they talk to you?

What’s in it for them?

Tell them. Or they won’t notice you or give you any of their time.

You can do this by using a headline or title that promises a benefit–answers, solutions, ideas, something they need to know, or something they are interested in knowing.

If you get their attention and they’re interested in reading or listening, and they do, you need to answer their second question: “Why should I hire you (or take the next step)?”

Why do they need an attorney? Why can’t they fix things themself? What might happen if they don’t hire an attorney? What if they wait?

Also, there are a lot of attorneys they could hire. Why should they choose you? Why should they switch from their current firm?

Tell them why you’re different or better.

Tell them about your services and fees, and what it will be like working with you. Don’t make them guess. Tell them.

Finally, you must answer their third question. It might be the most important question of all:

“Why should I trust you?”

Why should they believe anything you say?

That’s when you tell them about your experience, specialties, philosophies, and track record. That’s when you tell them how you’ve helped other clients like them, with the same or similar problems or desires, and you prove that with testimonials and success stories and endorsements.

Why should I pay attention? Why should I hire you? Why should I trust you?

Answer these questions, and you’ll get more clients.

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Filed Under: Closing the sale, Content creation, Marketing legal services

Be normal

November 11, 2025 by David M. Ward

Many people think lawyers are weird. We’re different from “regular” people they know. We’re boring, our work is boring, and we’re not particularly likeable.

We remind them of that stuffy college professor who was mean to them and gave them a bad grade.

That doesn’t mean clients want a lawyer they can hang out with. They want a lawyer who understands them and makes them feel understood and appreciated.

Of course, they want a lawyer to be professional and good at their job but also a regular person they can talk to and feel good about knowing.

Maybe not a friend, but friendly.

If they don’t think that about you, they will be less likely to hire you, hire you again, or recommend you.

And many lawyers don’t make the grade.

Not because they aren’t normal but because they have been conditioned to wear the lawyers’ mask and come off as distant, lacking a sense of humor, or overly formal.

You see it in their marketing. Emails or ads or presentations that try to impress people instead of informing them and inviting them to learn more.

Clients dismiss lawyers like this. They ignore their ads, delete their emails, stop watching their videos or listening to their podcasts.

And don’t call to schedule an appointment or ask questions.

Clients don’t want to hear your marketing. They want to hear from you. They want you to speak plainly to them and show them you care about what they need or want.

That’s normal. And when a lawyer looks normal, that lawyer has a chance.

Filed Under: Communication, Marketing legal services

Why some clients don’t hire you—and what to do about it

November 6, 2025 by David M. Ward

It might be someone who has never hired an attorney or someone who has an attorney and is thinking about switching. In either case, some clients won’t hire you, or even talk to you about how you can help them, because the entire idea makes them uncomfortable.

Attorneys are intimidating. They might not be able to help them. Or they might be incompetent and make their problem worse.

Attorneys are expensive and speak a different language. They might have hidden fees or sneaky ways to cheat them. It takes time to “check out” an attorney and find someone good.

The client might be unhappy with their current representation, but stick with the devil they know rather than taking the risk of hiring someone new.

Maybe a client’s legal problem isn’t that bad. Maybe they should just let it go and hope for the best.

Hiring an attorney is difficult, and many clients don’t want the hassle. If you want more clients to hire you, the solution is simple. You need to make it easy for them to do that.

How do you do that?

In addition to showing prospective clients how you can help them, show them you are well-qualified to do that job.Show them

How long you’ve practiced
Your specialties and strengths
Certifications, awards, and recognition you have received
Your prestigious speaking and writing credits

And show them how you have helped other clients with the same or similar problems:

Success stories
Testimonials (from clients)
Endorsements (from professionals and business leaders who have worked with you or referred their clients to you)
Your policies and procedures that show that you make “client satisfaction” your top priority, including any guarantees you provide

No doubt you provide much of this already—on your website, in a brochure, and otherwise, but providing this information isn’t the same as promoting it, and you should.

Show prospective clients why there can be no doubt about your ability to do the job they need done, and why they should trust you without reservation.

And then, after you have calmed their nerves and assuaged their doubts, you need to make hiring you simple and painless.

Show them how easy it is to take the next step.

Tell them what to do and why. Tell them what will happen when they do, and tell them what will happen after that.

Explain the steps, the forms, the links, and the answers to their FAQs.

Make hiring you frictionless. Make it an easy decision, and more clients will do it.

Filed Under: Marketing legal services

Action isn’t (always) the answer

November 4, 2025 by David M. Ward

It’s called having a bias for action and is often said to be a recipe for success. “Don’t wait until you’re ready or you are motivated,” we’re told. “Do something, and when you see something happen, you’ll be motivated to continue”.

I agree. Action is often the answer.

But not always.

Sometimes, it’s a mistake.

You take the wrong action and someone gets hurt. You make an error, and it creates an even bigger problem. Or nothing happens, the problem persists, and you’ve wasted time you could have used doing something else.

Sure, we learn from our mistakes. But mistakes can damage our reputations, our relationships, and our self-esteem.

A bias for action isn’t always the answer.

Maybe that project or idea is a good one, but you get bored or nervous about the cost and abandon it and squander a great opportunity. Maybe It is a bad idea, but you continue working on it because you’ve already invested in it.

A bias for action can work against you.

It may sound old-fashioned, but it really is better to think before we act. Aim before we fire.

Do some research, consider the options, crunch the numbers, talk it over with someone you trust.

Don’t decide right this minute; sleep on it.

That’s what you advise your client’s to do, isn’t it?

On the other hand, after you’ve done some research and thought it through, a bias for action is likely to be your best friend.

Because nothing happens until you do something.

Filed Under: Law office management, success

Clients prefer sexy lawyers

October 30, 2025 by David M. Ward

I’m not talking about physical attractiveness. That might help, but it could also get in the way.

No, I’m talking about posture. How you present yourself to prospective clients and the people who refer them.

When you have good posture, you inspire confidence and trust. People tend to like you and give you the benefit of the doubt. You get hired more easily and more often.

Posture makes you attractive.

It comes from being good at your job and knowing it. You’ve got the knowledge in your head, the notches in your belt, and the accolades all around you.

You’re sexy and you know it.

When you have good posture, you don’t have to chase clients or “sell” your services.

But what if you’re not there yet? What if you don’t have the track record and accolades? Act as if. You can be more attractive by doing things that are done by people with good posture.

That means not chasing clients. Letting them come to you. It means not selling your services, letting clients “buy” them. It means not trying to convince anyone that you’re good and they should follow or hire you.

Lawyers with posture don’t do those things They let their website and content, testimonials and word-of-mouth do all the selling, while they remain calm, cool, and collected.

The most you should ever do is invite people to see your page, download your report, or watch your video. Invite, offer, let them know it’s available.

You don’t do more because you don’t need to do more. You don’t need to push or chase or persuade. Let people know what you do and give them the opportunity to learn more.

Let other lawyers push and hustle and be aggressive. Let them ask clients to hire them and work hard to close them.

Don’t go after clients. Let them come to you.

They’ll do that when you have posture.

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Filed Under: Marketing legal services Tagged With: posture

Why did the client hire you instead of another lawyer or firm?

October 28, 2025 by David M. Ward

In a previous post, I said that you should always ask new clients, “How did you hear about us?” I said you should routinely ask this, conduct surveys, talk to the people who refer them, and review your traffic and stats.

Because it can tell you what’s working in your marketing, so you can repeat it and build on it and tell you what’s not working so you can stop doing it or fix it.

If you’re running lots of ads and your new clients are coming from search or referrals or something other than those ads, you can kill those ads or change them and make them work.

Did they see an article you wrote and like something you said? Find out what it was so you can write about that subject again.

Did they search for information about a problem and find your website? Did another professional or business contact tell them you have a lot of experience in their industry or did they refer you by name?

Maybe the client knows you because they hired you before, or they know you from a networking group you both belong to, or church or your kid’s school.

But while how they found you is important information, even more important is why they hired you.

Clients have lots of options. Why did they choose you?

I’ll tell you what wasn’t the reason. They didn’t hire you because your fees are lower than other lawyers. Better clients, the ones you want, generally don’t do that.

Besides, lower fees, competing on “price,” isn’t a marketing or positioning strategy I’d recommend.

So, why did they hire you?

Clients hire you instead of other lawyers because they see more value for doing that.

Something you are or do that’s different or better. Something important to them.

And, guess what? That could simply be that you know you and trust and it’s more convenient and safer to hire you than to take the time and risk of looking for someone else.

There is a reason. There’s always a reason.

Find out how they found you. And find out why they hired you.