I got an email this morning from a representative of the company that develops Write!, a text-based writing app. He offered to set me up with a free account so I could try the software and, perhaps, mention it or review it on my blog.

I’m a good candidate for that since I have mentioned my use of Scrivener and other writing apps before, and because lawyers do a lot of writing. But I already own the app. I bought it several months ago and use it nearly every day. I like it and recommend it. You should go take a look.

So there. I mentioned it. I won’t review it because that’s not something I ordinarily do.

The email I received is a good example of simple but effective marketing that anyone can do.You probably won’t contact strangers and offer free legal services but you might offer a free report or book. (If you don’t have one, get cookin.)

But there’s another point I want to make about the pro-active nature of contacting people you don’t know.

Most lawyers do little or no outbound marketing. They sit and wait for their ads to work or for search engines to send them traffic. They wait for someone to find them and invite them to speak at their event. They wait for someone to send them referrals.

There’s so much more they could do.

Reach out to someone you don’t know, by email or phone, and introduce yourself. Invite them to submit a guest post for your blog or ask if they would like you to provide one for theirs. Offer to interview them for your podcast or video channel. Query a publication about an article. Post comments on someone else’s blog. Go to a meeting and shake some hands.

Attraction marketing is good. I love it when people find me and send me money (or free software). But we shouldn’t always wait for something to happen. We should get off our bums and make something happen.

How to write a report that could get you more referrals

You know that the most important question to ask a new client is, “Where did you hear about me [us]?” If they were referred, you need to know who to thank. If they found your website through search, you need to know what they searched for so you can focus on that keyword. If they saw one of your ads or articles or heard you speak or saw your video or heard you interviewed. . . you need to know.

You need to know what’s working in your marketing so you can do more of it. You also need to know what’s not working so you can reduce or eliminate them.

But there’s a second question you should ask new clients, and in some respects, it’s even more important than the first:

“Why did you choose me [us]?”

There are lots of other attorneys they could have hired. What was it that convinced them that you were the better choice?

It could be any reason or a combination of reasons. Maybe they liked a certain article on your site. Maybe their friend said you were nice. Maybe they liked the way you treated them when they called to ask a question.

Maybe they saw all the good reviews you have on online. Maybe they’ve been on your list for awhile and your emails helped them get to know, like, and trust you. Or maybe they chose you because they can see that you focus on helping people like them (e.g., same business niche, same ethnicity, same neighborhood, etc.)

You won’t know unless you ask.

Ask, “Where did you hear about me?” upon greeting the new client. Or ask them when they are on the phone, in case they don’t make or keep an appointment.

Ask the second question after they’ve signed your retainer agreement and put some shekels into your sweaty palm.

One more thing. If you have thick skin (and an elastic heart), you should also ask prospective clients who DIDN’T hire you why they went with someone else.

How to get your clients to send you more referrals