The simplest way to get people to know, like, trust… and hire you

September 24, 2026 by
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In my last post, I talked about 3 keys to getting more referrals, the essence of which is teaching clients and prospects and business contacts about you and your work. The more they know about how you help people, the more likekly they will be to identify who they know who would make a good referral for you, and better equipped to tell them about what you can do for them.

Educating people about yourself and your work makes repeat business and referrals more likely. 

But there’s something else that does that. In addition to educating people about what you do,  educate yourself about your clients and the people in your target market.

Study your clients’ industries, businesses, and cultures. Learn all you can about what they do and what they want and need. Not just their legal issues. Everything. Because the more you know about the people you want to hire you, the better able you are to show them why they should.

The simplest way to get people to know, like, and trust you, the simplest way to show them why they should choose you instead of another lawyer or firm, is to help them see that you understand them better than other lawyers do.

Study your clients and prospects. Learn what they know and do. Find out who they know and why they associate with them. Learn what makes them tick.

Become an expert in their world. 

Because effective marketing is more than merely telling people what you can do for them, it’s as much or more about showing them that you understand them and their world.

If you target business people, start by reading their blogs and listening to their podcasts and interviews. Sign up for their newsletters, follow them on social, sign up for their seminars. 

But just as important as studying the content they create is to study the content they consume. 

Read what they read. Follow who they follow. 

If you target consumers, pick a niche and do the same thing. 

Yep, homework. And lots of it. But worth it. Because you’re more than a professional who provides services, you’re an expert in the people and businesses and markets for whom you provide those services. 

And when people know that, you’ll get all the business you can handle. 

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Filed Under: Referrals

3 keys to getting referrals that aren’t ’staying in touch’ 

September 22, 2026 by
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Yes, of course, stay in touch. It’s the simplest and, dollar-for-dollar most effective way to get referrals from clients, prospects, and professional (and personal) contacts. 

Repeat business, too. 

It’s simple because email makes it so. 

It’s effective because hearing from you is often all it takes for someone to realize or remember that they, or someone they know, needs your help. Or at least contact you to find out. 

So, never stop staying in touch. Email often. Text, call, message, pop something in the regular mail. It’s all good. It all works.

But there’s something else you can do to make it work even better.

3 things, actually. 

  1. Educate people about your work. What you do and how you do it. Tell them about your services, the law and procedure, the timeline, typical issues, objectives, and outcomes. Describe the benefits and the costs. Help them understand the benefits of getting legal asistance and the risks of delay. Tell them about a typical day or a typical case. Teach them about your work so they can see how you can help the, identify people they know who could use your services, and do a better job of talking to those people about what you do. 
  2. Educate them about the people or entities you serve. Tell them about your target market and ideal clients. Their industry or background. Their problems, pain, or desires, and how you’ve helped them. The more you tell your contacts about who you serve, the more they will be able to identify good candidates for those services. It also helps them see why they should choose you instead of other lawyers or firms.
  3. Equip them. Give your clients and contacts articles, links, brochures, videos, and other content that provides more information about what you do and for whom you do it, and makes it easier for your contacts to share that information with their contacts. 

Getting more referrals is simple. Stay in touch, teach or remind people what you do and how you can help them and the people they know, and equip them with information they can review for themself and share with others. 

I know you know most of this but, be honest, are you doing most of it? 

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Filed Under: Marketing legal services, Referral sources, Referrals

Put this at the end of your newsletter

September 17, 2026 by
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Attorneys tend to be aggressive. We like telling people what to do,and clearly, that’s part of the job description, but it can backfire. Because nobody likes being pushed. Even if what they’re being pushed to do, or not do, is in their best interests.

If you must push, push. But instead of pushing, consider pulling.

Pushing means telling recipients of your newsletter (et. al.) to call and make an appointment, fill out a form on your website, read something or do something or pay attention to something you sent them, because they need to know it or do it. 

Pulling means showing them what’s available, what you recommend or advise, describing the benefits, and reminding them why it’s important and/or time-sensitive.

It’s a kinder, gentler approach and can be just as effective. 

One way to pull your clients, prospects, subscribers, and followers, is to put a statement, reminder, or offer in your newsletter, under your signature or in a P.S. Something simple and non-confrontational. Along the lines of, “Here’s something you might find useful” or “Here’s how I can help you…”. 

One newsletter I follow (not a lawyer) puts this at the end of every newsletter, “P.S. Whenever you’re ready, here’s 3 ways I can help you [benefit]”. He lists 3 things his readers might want to do, e.g., buy [his course], watch one of his videos, sign up for an upcoming event. 

Depending on the scope of your practice and what you have to offer, you might want to do something like that. 

For example, 

P.S. Here are 3 ways I can help you: 

  1. [One (or more) of the services  you offer or types of cases you handle]
  2. [Content: Articles, blog posts, your podcast, your next seminar, downloads] 
  3. [Consultation, second opinion, referra, recommendation]

You don’t have to give 3 options. One or two are better than zero. 

On the other hand, if you’re shy, or too cool for school, you could simply link to your blog or latest article and/or invite them to call you with questions about a legal situation (of any kind). 

You can add something at the end of every newsletter, as this marketer does, or attach it to any content you produce. You could do it every week, once a month, or once in awhile, but do it some time because when you do, you help your readers recieve the benefits they want or need, and you get more business, calls, downloads, appointments, subscribers, social sharing, or referrals.

Without being pushy. 

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Filed Under: Blogging, Marketing legal services, Newsletters, Online Marketing

Nobody wants to read your newsletter. Write it anyway. 

September 15, 2026 by
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One of the best decisions you can make for growing a law practice is to write a newsletter. 

Even if nobody reads it. 

The act of writing a newsletter will not only improve your overall client development skills and (eventually) bring you a lot more business, it will also make you a better lawyer. 

Writing is the quintessential communication skill for a professional and there’s no better way to improve that skill than to put more words in the hands of more clients and prospects and professional contacts. 

Yes, even if nobody reads what you write, 

Think about it, every time you write something and send it to somebody, you are reminding them that you are still alive, still practicing law, still able to help them or someone they know. 

Yes, they might remember you if you don’t send them a newsletter, but you’ll get more business if you do. People are busy. Many can’t remember your name, haven’t thought about you in years, and don’t care about what you do if they don’t presently have a problem or need legal advice.

A newsletter let’s you stay in their minds and their mailboxes, reminding them what you do and how you can help them. And gives them a link or phone number to make it easy to take the next step. 

That’s the “no brainer” part of the equation. 

But there’s more. 

Writing a newsletter also provides you with content you can use in other aspects of your marketing. You can recycle your newsletter content into articles, white papers, handouts, presentations, videos, podcasts, social media posts, blogs, and books. 

Easy, free content you write once and use over and over again. 

Writing a newsletter also “forces” you to read and listen to content created by other lawyers or experts. I reguarly get ideas for this newsletter that way. 

Okay, you are a good writer and have something to say that’s worth reading. What if you don’t have enough subscribers to justify the time it takes to write a newletter?

Your “small” list can be used to introduce your other services, put more butts in seats at your presentations, and solicit success stories from clients you can use on your website and other marketing content. 

And, if you stay with it, your numbers will grow. And compound.

If you have 50 people on your newsletter list today, next year you might have 500. Two years from now, 5000. 

Start, or start again, and give it time. Even if a newsletter is the only marketing you do, it might eventually be all you need.

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Filed Under: List building, Marketing legal services, Newsletters

Send this email to your clients at the end of their case

September 10, 2026 by
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We just had some repairs done to our roof. After the job was done, we received a “thank you” email from the owner of the company. I’m sure you send a thank you email or letter to your clients at the end of their case. 

If you don’t, you might want to get on that. Many professionals don’t and it’s not only bad form, it’s bad for business. 

Clients want to be acknowledged. A short message, thanking them for choosing them (or hiring them again) goes a long way towards strengthening relationships with them, reducing “buyers’ remorse,” and fostering repeat business and referrals. 

It also helps you get better reviews. 

In his email, after he said “thank you,” the roofing contractor said, 

“You will be receiving an email in a few days asking for an honest review. We would love to get a 5 star review from you, but if for some reason you feel you can’t give us 5 stars then please contact us to make it right.”

What does this do? 

  • It tells the customer (client) another email is coming, so they expect it and are thus more likely to see it and respond to it;
  • It normalizes the review process by mentioning it without hesitation;
  • It “asks” for a 5-star review, making it more likely they will provide that instead of 4-stars (or something else):
  • It asks the customer to contact them if there’s anything they’re not happy about, which tells the customer they care about their work and their reputation and will take care of any issues or concerns, which can only lead to more repeat business and positive word-of-mouth about the company: and
  • It gets the customer to think about the work that was done–what was promised and what was delivered–which should lead to higher ratings and more detailed comments in client reviews.

One reason we chose this contractor instead of several others from whom we got bids was because he had more 5-star reviews and “better” comments than the others. 

Just saying. 

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Filed Under: Client loyalty, Client relations, Referrals, Reviews

Overnight success usually doesn’t happen overnight

September 3, 2026 by
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It’s exciting. You start practicing, open an office, get a few clients, and then you get a few more. 

Some clients pay you well. Some have good cases. Some days are good. Some, not-so-much.

Your first year or two, it’s hit or miss and you wonder why you thought going out on your own was a good idea. But you hang in there (because you have no choice) and eventually, you gain some momentum and start making a living. 

In a few more years, you might take inventory and realize you’re on your way to being one of those rich lawyers people talk about. They think you were an overnight success, but you know it’s not true.

Unless it was, in which case kudos to you and/or your rich daddy who set you up. 

Most lawyers have to “put in their dues” before they make it. Five years of hard work, my law school torts professor told us it would take, but it will be worth it. 

It was for him. He earned enough in his practice to retire and teach law school for “fun”. 

Whatever your end game is, if you haven’t reached the level you want, if it’s been a lot longer than five years and you’re still not even close to your goal, there could be a lot of reasons but it might simply be this: there is no formula and everyone’s journey is different. 

So maybe you just need more time.

For most of us, it takes time to learn the business and get good enough to do the job clients demand and deserve. Even more, it takes time to figure out how to bring enough (good) business and income to cover expenses and begin to chew down some the debt taken on to get through school and open that office. 

So, don’t beat yourself up. Maybe you’re not failing, maybe you’re just expecting success too soon. 

Give it time.

It will happen when it happens. 

As a successful friend of mine puts it, “Stick and stay and you’ll get your pay”. He isn’t a lawyer but he is far more successful than most of the lawyers I know. 

My friend didn’t expect overnight success. In fact, I’m pretty sure he didn’t expect to be successful at all. He got his ego out of the way and went to work. 

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Filed Under: Marketing Plan, success

Go your own way

September 1, 2026 by
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Why do clients hire you? I don’t mean your services and the outcomes you deliver. Other lawyers in your field do what you do. Why do your clients hire you instead of them? 

There are three possible reasons. 

The first reason a client hires you instead of another attorney is that they know, like, and trust you. They hired you once, you delivered, treated them well, and they believe you will do it again. 

That’s how lawyers build a clientele. Repeat business is the not-so-secret sauce.

The second reason a client chooses you is that they know, like, and trust the person who referred or recommended you. They might not know you, but they know, like, and trust someone who knows, likes, and trusts you, and that’s usually good enough for them.

Repeat business and referrals. Got it. 

There’s a third reason you get chosen. No, it’s not because you have the lowest fees. You didn’t just say that, did you? Actually, having the lowest fees is often the reasons clients don’t choose you.

No, the third reason you were chosen is that you said something in your marketing message, content, or conversation that caught the client’s attention and showed them you are different.

You’re not like all the other lawyers they see or hear.

Most lawyers look and sound the same and, let’s face it, are the same. A small minority are different and that difference is enough to attract more clients than other attorneys who are essentially chosen at random.

That difference also allows an attorney to charge higher fees than they ordinarily might charge, more than other attorneys in their market charge, and clients happily pay it, simply because the attorney isn’t like other attorneys.

Now, here’s the thing. The differences that make you stand out don’t have to be huge. You don’t have to have billions of dollars in settlements, sit on prestigous boards, or be regularly talked about in the right circles. 

You also don’t have to “do” more than what other lawyers do for their clients. Sure, do that if you can. It’s better. But it’s not required.

So, what makes you different? You.

It is your personality, your style, your brand that makes you stand out. The things you talk about, the things that are important to you, who you are as an individual.

Do “you”. Go your own way. People will notice, remember, and choose you. They’ll also tell others about you.

Because there is a benefit attached to that difference and clients are attracted to that benefit.

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Filed Under: Marketing legal services

Everything is going to be okay

August 27, 2026 by
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You owe your clients a duty to give them your honest assessment about their case or situation. If it’s bad, don’t sugarcoat it, you need to tell what they’re up against. 

Don’t lie to your clients. 

On the other hand, when you have your own problem or unfulfilled desire, that’s exactly what you should do.

Lie to yourself. Tell yourself everything is going to be okay. Because that’s the mindset you need to prompt your brain to find a solution. 

When I have a problem, I remind myself that things usually work out for me. And they do. 

I find a solution. Problems go away. Things get better. Assuming the best outcome (see The Law of Assumption) makes it more likely that things will indeed be okay. 

You’re not sure about that? Okay, what’s the alternative? Expecting the worst? Worrying? Feeling bad for yourself? 

Logic tells you to hope for the best but prepare for the worst. That’s probably good legal advice but personally, I’d rather do what I usually do, I’d rather assume the best. 

Hoping for the best means you don’t believe it is the most likely outcome. Assuming the best means you do and this makes it more likely.

But what if bad things are happening, or are about to? Shouldn’t you be honest about it, and get to work? You can’t ignore reality and assume all your problems will go away by themself. 

Maybe you can. Maybe focusing on the bad makes things more likely to get worse.

Actually, there is scientific (and spiritual) evidence that supports this idea. Which is why so many philosophers and scholars talk about the value of staying positive. 

Don’t hope for the best, they tell you, assume it. It’s easier to find a solution when you assume there is one (and that you will find it).

Anyway, that’s what I do and if you don’t usually assume that things will work out for you, I suggest you give it a try. 

Consider the subject of marketing and building your practice. If things aren’t great right now, if you want more clients or better clients but can’t seem to get them, do yourself a favor and assume that you will. 

Probably a lot easier than you think.

You are one meeting away from signing up a big case or client. Your next coffee or conversation with a colleague can lead to a steady stream of referrals and introductions. The next article or blog post you write could get you invited to speak at the top event in your target market. 

One conversation, one business idea, one project–the success you want is that close. 

Know that. Believe it. Assume it will happen. And it will. 

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Filed Under: Personal development, success

Superman didn’t go to law school

August 25, 2026 by
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Superman had his Kryptonite, but otherwise, he could do almost anything.

But he didn’t know everything.

And yet our clients think we do know everything. Or think we should.

Which is why some lawyers avoid telling their clients they don’t know the answer to their question, or how to do something that needs to be done.

They don’t want to appear weak or inexperienced. They want clients to think they can do anything.

But that can be a mistake.

Clients know you don’t know everything. They know you are human. And they appreciate it when you don’t pretend to be something you’re not.

When you tell them you don’t know something, but also tell them you’ll find out, e.g., do some research or give it some thought, they respect your honesty and transparency. That builds trust and loyalty, which is always a good thing.

But there are limits.

Clients expect you to know certain things because you went to law school or have been practicing for a long time. You’re a lawyer, for darn sake, so you should know!

If you say, “I don’t know,” they might get scared or confused, right? So, what should do? Where do you you draw the line? How much should you “admit” you don’t know or can’t do?

Should you fake it? Give a partial answer and resort to the usual “it depends”? Tell them you’ll get started and get back to them?

The answer is, I don’t know. Because I don’t.

This is something you have to figure out and every situation and client and query is different.

If you don’t know the answer, if you need to do some research, think about it, or ask a colleague, tell them why.

Explain the issues, options, or complications. Explain why there is no simple answer, which is why you don’t have the answer on the tip of your tongue.

It’s okay to tell your client you don’t know, but make sure you explain why you don’t know.

And then, tell them you’ll find out.

Because it all comes down to showing clients you respect them enough to tell them the truth, as difficult as that might be sometimes, but you’ll do everything you can to protect them, advise them, and help them.

In the end, that truly is your super power.

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Filed Under: Career satisfaction, Client loyalty, Client relations

Creative marketing for attorneys

August 20, 2026 by
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My father was an attorney and before he went into private practice, he worked in-house for a mid-sized company. Every summer, the company sponsored a picnic for employees and their families, customers, and business contacts. They grilled hamburgers and hot dogs, put out big piles of chips, soda, apple and cherry pie, ice cream, and more. 

They had games and contests and drawings with cool prizes. It was a day filled with fellowship and fun.

I know, I was there. 

Everyone looked forward to the picnic each year and told friends about it. It was a way to promote culture in the company, and an effective form of marketing. 

Marketing? You bet your sweet bippy. (Bonus points if you know where that (fun) phrase comes from). 

The point is, marketing doesn’t have to be dull. It can be fun. And when it’s fun, people look forward to it and talk about it and feel a part of something bigger (and better) than what everyone else is doing. 

Which is why I encourage you to put some fun into your marketing. 

It doesn’t have to be a picnic. Challenge another firm to a baseball game, do a movie night or bowling night, or do a “bring your pet to work” day. 

Something different, something that puts a smile on people’s faces, even if they just hear about it but don’t participate. 

If you’re too small to sponsor a picnic, or not inclined to do that on your own, you can pair up with another law firm or an accountant or broker or advisor. 

They need to have fun, too. 

The point is, most people think of attorneys as boring, and let’s be honest, we are (and that’s okay), but we don’t live in pin stripes and enjoy having fun, and so do our clients and the people they can refer.

You can have fun online, too. Probably not as much fun as a picnic or baseball game, but conducting a drawing or contest, posting a quote of the week or photos of your team wearing silly costumes for Halloween are easy to put together. 

And fun. 

Most lawyer marketing isn’t creative. It isn’t fun. Boring and professional (safe) might be de riguer for us, but there’s nothing wrong with breaking the mold, at least occasionally, and showing people the lighter side of our very serious image. 

Want to know know something else that’s fun? Sharing some of our creativity with our clients and contacts, letting them share it with their clients and contacts, and thus do some of our marketing for us.

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