David M. Ward, Author at The Attorney Marketing Center

Choose wisely

August 26, 2020 by David M. Ward

Let’s say you want to grow your practice so you ask yourself, “What can I do right now to move my practice forward?”

You have many options.

You could. . .

Contact old clients (stimulate repeat business and referrals)
Start an email newsletter
Write a blog post
Run some ads
Create a new lead magnet
Talk to other professionals about doing a cross-promotion
Work on a new presentation
Find some (online) networking opportunities

And so on.

Which do you choose?

Choose the right option(s) and you might quickly get more leads and inquiries, speak to several prospective clients, or meet someone who is willing and able to send you referrals.

Choose poorly and you may waste a lot of time and money.

Yes, there is value in trying lots of things–to see what works, and what works better, to see what you like and are good at, and what turns your stomach, to see what you can scale and what is likely to work only once or twice.

Try everything, and keep trying until you find what’s best.

But there’s something else you can do. You can ask yourself another question:

“What should I NOT do right now to move my practice forward?”

This can actually be a more valuable question to answer, because it can help you avoid making mistakes or overwhelming yourself with too much to learn and too much to do.

Knowing what not to do can save you a lot of time.

To answer the second question, look at what most lawyers in your field are doing to build their practice and. . . do the opposite.

Most lawyers, even successful ones, don’t get marketing right. They might be successful because they’ve been at it for a very long time. They might have contacts who give them an edge. They might have gotten lucky. And they might have no idea how they did it.

So don’t take what you see at face value.

Some lawyers are very good at marketing, however. When you find them, study them, reverse engineer what they did, and if they’ll talk to you, try to get the complete story.

You could also hire someone who knows what they’re doing and ask them to tell you what NOT to do.

“Start with this ONE THING. . .” or “Don’t waste your time with that right now, do THIS instead. . .”

It can help cut through the clutter and give you the direction and clarity you crave.

You may already know what to do, and what not to do. Sometimes, it helps to get a second opinion.

If you don’t know, talk to someone who does.

If you’d like to talk to me, contact me here

Filed Under: Coaching, Marketing legal services

Are you essential?

August 25, 2020 by David M. Ward

There are two kinds of attorneys in the world. The first is transactional. A client pays a fee for his or her services, with the hope and expectation of getting a positive outcome.

The attorney may be good at what they do. They may even be great. Their clients may depend on them, trust them, and continually look to them for help, but this doesn’t mean they are essential.

Because they can be replaced.

The second kind of attorney is, relatively speaking, irreplaceable. Their clients depend on them not just for their legal work but for everything else they do for them.

What do I mean? I mean for the things they do that go beyond their core legal services.

A business client may depend on his attorney for introductions, recommendations, and referrals. The client may look to the attorney for information about their industry or market, or depend on the attorney’s wisdom and guidance in building their company.

A consumer client may depend on their attorney for referrals to other professionals and businesses they can trust. They may look to their attorney for guidance on refinancing their home, managing their investments, improving their credit, or protecting their identity.

Today, more than ever, your clients want more from you. They want to see your steadiness and hear your reassurances. They want to see that you are calm, cool, and collected, in a world that is anything but.

When they’re upset or confused, they need to hear your voice or read something you wrote, telling them that everything is going to be okay.

They might not need your legal services for a long time, but they need to know that you will be there when they do, and that they have your friendship and support and can turn to you at any time for just about anything.

When your clients know they can count on you to help them, advise them, support them, and even comfort them, in ways that other attorneys can’t (or don’t), that’s when you become essential.

For ideas on how to help your clients beyond your core legal services, go here

Filed Under: Client loyalty, Client relations

How bad do you want it?

August 24, 2020 by David M. Ward

Of all the reasons there are for not achieving a goal, the biggest reason, it seems, is not wanting it enough.

According to research, when you are excited about a goal, the structure of your brain literally changes to help you achieve it. Your brain causes you to see obstacles as less potent, making them less likely to stop you.

Desire is the most important factor in goal achievement.

But not the only one.

According to studies reported in the Psychological Bulletin, the more difficult the goal, the better we tend to perform:

In 90% of the studies, specific and challenging goals led to higher performance than easy goals, “do your best” goals, or no goals. Goals affect performance by directing attention, mobilizing effort, increasing persistence, and motivating strategy development. Goal setting is most likely to improve task performance when the goals are specific and sufficiently challenging.

A paradox? On the one hand, we’re told that strong desire causes us to downgrade the potency of obstacles, making it more likely we will achieve the goal; on the other hand, we’re told that the more obstacles there are, ie., the more challenging the goal, the more likely we are to achieve it.

I’m not sure what to make of this.

All I know is, the more excited I am about a goal, the more likely I am to keep working on it until I achieve it.

And when I’m not excited about a goal, it doesn’t take much for me to lose interest, slow down, or abandon it.

I also know that I like (and stick with) goals that are not too difficult or too easy.

I guess we could call this the Goldilocks approach to goal setting.

Filed Under: Goal Setting

What if you’re not different or better than other lawyers?

August 21, 2020 by David M. Ward

I just read an article about marketing that points out something you and I already know:

“Competition is fierce. . . consumers are inundated with options and may develop decision fatigue. So. . . they tend to [rely] on referrals and reviews from friends,” she says.
“Highly competitive spaces breed the “who you know” type of purchasing decisions, or can drive you to offer a lower price as a competitive edge.”

She makes it sound like referrals are a bad thing. Hey, that’s where we part company.

Then she makes a good point, stressing the value of “offering a novel and truly innovative product or service” to stand out.

We agree. Marketing is easier and more effective when you do something most attorneys don’t.

Then the author makes another good point. She says that being different keeps you from focusing on your competition, and makes you more likely to focus on your client or market.

“There’s only so far ahead you can get if all you is follow or copycat a competitor.”

Preach, sister.

But, alas, most attorneys are in the copycat game. Most attorneys don’t innovate or do things differently.

We use the same forms, the same process, and follow the same timetable. We offer the same services and charge the same fees.

We look alike, because we are alike. (Okay, some of us have better jokes.)

What’s the solution? How do you stand out when you’re not different or better?

The thing is, you don’t actually have be different, or better, at least not demonstrably. You can “be” different by appearing to be different.

That’s where marketing comes in.

To wit:

You and 1000 other attorneys in town all begin the case by interviewing the client, getting all the facts and details, and asking the same questions to flesh out what happened.

Boring, isn’t it? Not to the client.

Clients want an attorney who is thorough and works hard to get all the facts, so they can do a better job for them. Yes, other attorneys do the same thing, but if you’re the only one describing this process in your marketing, in the eyes of your market. . . you are different. Or better.

And that’s why it’s a good idea to study your competition, what they do and how they market their services.

It’s how you find ways to differentiate yourself.

For more ways, get a copy of The Attorney Marketing Formula.

Filed Under: Marketing legal services Tagged With: differentiation

Your mind to my mindâ€¦ your thoughts to my thoughtsâ€¦

August 20, 2020 by David M. Ward

When was the last time you had a mind meld with your clients? And by that I mean, when did you spend time studying your target market and ideal client?

To learn what they want, how they think, and what they already know?

Do you know what they read? Who they listen to? What ideas are roaming around in their head? Do you know how they talk? Are you up-to-date with the legal and non-legal issues in their industry or market?

I ask this because understanding your client is the single most important element in your marketing, and most attorneys spend very little time studying their market and the people in it.

But you should.

It will make your marketing more effective, by allowing you to show your clients, prospects, subscribers and followers, that you understand them.

Other lawyers show them they know the law and can provide solutions to their problems. When you show prospective clients you understand their market, and them, they don’t have to be convinced you can help them, they know it.

When you tell them something, they’re less likely to doubt it. When you offer them something, they’re more likely to accept it. When you ask for their help, they are more likely to comply because they know, like, and trust you and want to help you.

They’re also more likely to forgive your errors and omissions, less likely to stray, and less likely to second-guess your judgment or your bill.

Knowing your market also makes your marketing easier. In a few minutes, you can dash off a short email or blog post, for example, without having to figure out what to say or how to say it–you already know.

Knowing your market also helps you develop deeper relationships with the professionals and advisors in that market. When they know someone who needs an attorney, they’ll be more likely to give you the referral.

So, what are you waiting for? Start (or re-start) studying your market. The first step is to write down what you know about your target market and ideal client.

Then, start asking questions and getting some answers.

This will help.

Filed Under: Marketing legal services Tagged With: ideal client, Niche marketing, target marketing

Podcasting for your supper

August 19, 2020 by David M. Ward

In the last few weeks, I was a guest on a couple of law-related podcasts. I told my story, shared some ideas, and got my name and links promoted to an audience of lawyers interested in marketing and productivity.

When you’re the guest on a podcast, good things happen. You get traffic to your website, subscribers to your newsletter, and more clients or customers.

And, that podcast lives on the net forever, which means you’ll continue to get more business from it–indefinitely.

Not bad for less than an hour’s work.

I say work but it’s really a lot of fun. You’re the guest of honor, the host says nice things about you, and you get to pontificate about your area of expertise.

So, how do you a piece of this sweetness?

In my case, by publishing a lot of content. Eventually, you get noticed and invited.

But you can make “getting discovered” more likely to occur.

Here’s one way:

Identify podcasts (video channels, blogs that do interviews) in your niche. The bigger their audience, the more credibility and influence they have with your target market, the better. But don’t ignore the little guys and gals. They may be big some day, and some of the big boys follow the little guys, looking for ideas and. . . potential interviewees.
Follow them, listen to them, read them, get to know them.
Engage them. Email them and compliment what they’re doing. Add comments to their posts and episodes. Ask questions/offer suggestions for additional topics. Suggest other individuals who might be a good guest.
Share their content with your list(s). Make sure the podcaster knows this, and provide them links to your website, blog, and socials, so they can see what you do and what you might offer them as a guest.
Consider interviewing them for your podcast, channel, blog, or newsletter.

Eventually, you’ll get noticed and invited.

This isn’t as much work as it sounds. You should already be reading, listening, and following these folks–to get ideas for your content, to find potential networking and joint venture partners, and to keep up-to-date with what’s going on in your niche.

Getting invited to someone else’s podcast is also a lot easier than starting your own.

Yes, starting your own podcast is a great way to build your brand, get more subscribers, and bring in more clients–but it takes a lot of time.

More time than what I spend on marketing, which consists primarily of writing a simple daily email (and speaking on other people’s podcasts.)

How to use email to get more new clients, repeat business, and referrals

Filed Under: Marketing legal services Tagged With: interviews, podcasting

Marketing legal services made simple

August 18, 2020 by David M. Ward

Marketing is complicated–but it doesn’t need to be.

In fact, all you need to do is answer 2 questions.

These are the questions prospective clients want you to answer. Answer them well and you’ll be on your way to signing up a new client.

The first question won’t surprise you:

“Why do I need an attorney?”

Yes, many prospective clients know the answer to this question, but not everyone.

Some think they need an attorney’s help, but they’re not sure.

Some know they probably need an attorney, but tell themselves all kinds of stories to avoid admitting it, or avoid spending the money.

Some think that given enough time, the problem will resolve itself. Some think they can fix it themselves. And some think that if they do nothing, things won’t turn out as badly as they’ve imagined (or been told).

Your job is to answer this first question–on your website, in your presentations, in your articles, and in your conversations with prospective clients and the people who can refer them.

Tell people why they need an attorney and what can happen if they don’t hire one.

Now, as important as this is, an even better marketing strategy is to focus your efforts primarily on people who already know they need an attorney.

They know they have a problem, they know they can’t fix it themselves, and they know that bad things will happen if they don’t have an attorney by their side.

Target people who are in pain, who fear what is happening, or about to, and are actively looking for an attorney.

They make much better prospects, and clients.

Which leads to question number two:

“Why should I choose you?”

People know there are other attorneys who can help them. Your job is to convince them to hire you instead of your competition.

Show them why you are better. Show them how you are different. Show them why they should immediately stop looking and book an appointment with you.

Because when you’re the best, you’re in demand. There’s a long line or people at your door, ready to sign up, but you’re busy and not everyone will get in.

Lots of people want you, but not everyone will get you.

That’s why they should choose you. And that’s why they will.

If you need help answering question number two, start here:

Filed Under: Marketing legal services, Uncategorized

Compounded Referrals

August 17, 2020 by David M. Ward

You’re going to love this.

You’ll love it because it’s a simple (and proven) way to bring in more referrals.

A lot more.

Instead of getting referrals onesy-twosy, you’ll get them in bunches.

Two referrals lead to five. Five referrals lead to ten.

When referrals beget referrals, your client base grows geometrically, not mathematically.

The referrals come from the new clients who are referred to you. They also come from the original referring clients who see that their referral was appreciated by the client they referred, and by you.

Treat your clients right and they come back to you and refer others.

It’s called “client math”.

A new client is worth more to you than the value of their initial case or engagement. Their value includes the fees you earn from their repeat business, over their “lifetime” as your client, and from all of the referrals they send you.

You could also include the value of the fees that come from the clients they refer who themselves send you referrals.

Oh, so now you like math!

Okay. What do you have to do to foster this growth?

I hinted at this above, when I used the word “appreciated”.

When you show people you appreciate their referrals, or anything else they do for you, they tend to do more of it.

When you recognize and thank someone for sending you a referral, they usually repeat that behavior.

Yes, it is that simple.

All you have to do is tell the person who made the referral that you appreciate them, and say “thank you”.

Send a thank you note. Not a form letter, a personal message that shows them you noticed what they did and that it means a lot to you.

Send a letter, not an email. A hand written note is even better. It shows you took your valuable time to pen a personal message.

You may do this already. But you may not be doing it as much as you could. And by that, I mean thanking the client or referring party at each stage of the process.

Don’t wait until a referral or introduction turns into a new client. Thank the client or contact for the referral or introduction immediately, because you appreciate what they’ve done and you want them to do it again.

Then, after you speak to the prospect or the professional, thank the referring party again. “I spoke to John Jones and you were right–he’s a great guy! Thanks again for introducing us”.

Then, if that introduction or referral leads to new business, send another thank you. (If appropriate, or you get the new client’s permission to tell the referring party that their referral signed up.)

A small gift (e.g., a book) is also a good way to say thank you.

Well, there you have it. Smother people with appreciation. Make them feel good about what they did and they’ll do it again.

How to get (a lot) more referrals from your clients

Filed Under: Referrals

Why I email every day

August 14, 2020 by David M. Ward

Comes this question from a subscriber: “Do you notice you sell more courses by emailing every day? Just curious how effective it is.”

The answer is, “Yes, of course. That’s the point.”

It’s why I do it and why I suggest you do it, too.

You don’t have to mail every day, but the more often you do, the more products or services you will sell.

Provided you write something your subscribers want to read, meaning something they can use or something they find interesting.

I write for attorneys who want to earn more and work less. So, I write about that. If you’re interested in those subjects, and you like the way I write, you read my emails–because you want to.

The more people read your emails, the more they come to know, like and trust you. They see that you understand them and know what they want, and you develop a relationship with them, which leads to more clients or sales.

Those clients or sales come from your subscribers, from the people they refer, and from the traffic they send to your website. Because, when you write something helpful or interesting, people share it. The more you write, the more they share.

Start with once a week. Do more, if and when you want to, but don’t do less. Your competition writes once or twice a month, or once in awhile, and are soon forgotten.

When you write infrequently, people forget who you are or that they subscribed to your newsletter, and off you go to their spam file.

When they see your name in their inbox on a regular basis, however, they know who you are. Even if they don’t read everything you write, if and when they need your services, or have a referral, they know where to find you.

Okay, I have time for one more question. . yes, the guy in the back row who desperately needs a haircut . .

“If you write too often, don’t people un-subscribe?”

Sure. For a lot of reasons. But they un-subscribe for a lot of reasons even when you don’t write often.

Don’t worry about the ones who don’t stick or don’t hire you. Write for the ones who do.

I don’t have a massive email list. And a lot of my subscribers come and go. It doesn’t matter, because the ones who come and stay are the ones who buy and refer.

I get most of my business through email. You could, too.If you want to know how, sign up for my Email Marketing for Attorneys course.

Filed Under: Email, Newsletters

How to build your referral network

August 13, 2020 by David M. Ward

Your referral network is more than just people who are willing to send you clients. It includes people who are can introduce you to people they know who are influential in your target market.

This includes other professionals, business owners, consultants, sales people, and others who sell to or advise people in your niche. It also includes bloggers, authors, editors, meeting planners, podcasters, and others who have a list or a following.

It also includes people who can send traffic to your website, promote your events and offers, and provide you with testimonials and reviews.

Because a referral is more than just, “I have a new client for you”.

When you think of referrals this way, you realize that there are a lot of people you’d like to have in your network.

How do you find them?

The simplest way is to leverage your existing contacts. Your current and former clients, professional contacts, and other people who know, like and trust you, can lead you to people they know that you’d like to have in your network.

Prospective clients can also send you referrals and/or introduce you to others.

Okay, so what do you do?

Well, how aggressive are you willing to be?

If the answer is, “not very,” then simply stay in touch with everyone in your existing network.

Send them something useful–information, a checklist or form, your newsletter–and ask them to share it with people they know who might like to get a copy.

For better results, suggest who that might be–their colleagues, their clients, or their friends and family, for example.

You could also invite them to an event you’re conducting, and ask them to tell people about it.

Make sure you have a way to capture the email addresses of the people they tell about you. Build your list and you will build your referral network.

Now, if you’re willing to step things up a bit, pick up the phone or email a specific person you know. Tell them you’re building your network and could use their help. Ask them to introduce you to someone they know.

Ask a former client to contact their accountant or broker or former business partner, for example, and suggest that the two of you get together or speak on the phone.

Why should their contact speak to you? Because the two of you “might have some mutual business interests” or simply because the client thinks the two of you “should know each other”.

It doesn’t have to be brilliant. Just as you want to build your network, these other folks want to build theirs. With a mutual friend or client introducing you, everyone wins.

Here’s how to build your practice with email

Filed Under: Referral sources, Relationship marketing