David M. Ward, Author at The Attorney Marketing Center

How can I increase my email open rates?

March 8, 2024 by David M. Ward

We’re not talking about emails sent to clients who (one hopes) open everything from you because it might be important. We’re talking about your newsletter or promotional emails, because, let’s face it, a significant percentage of your subscribers don’t open these.

Guess what? It’s okay if they don’t. What’s important is that they regularly see your name in their email inbox because each time they do, it reminds them you’re still available to help them if they need help (or know someone who does).

When they do need help, they’ll go find an email from you, get your contact information, and call or write (or pass it along to someone who needs help).

Sure, it’s better if they do open and read your email. That’s how you build value with readers, engage with them, and get them to learn more about what you do and how you can help them. But seeing your name regularly, consistently, is most important.

Unfortunately, many of your subscribers won’t see your name in their inbox. And that’s a problem.

If you send your newsletter from your computer’s email software, your IP address can get blacklisted for sending too many identical emails. If you use a commercial email provider (with a good reputation), however, you shouldn’t have that problem.

But, even if you do use a trusted email provider, your messages can still wind up in SPAM (or, in some cases, never delivered) if you use certain words in the email subject line typically used by spammers, or include too many images or links in the body of your messages, which can also trigger spam filters.

Note to self: use a commercial email provider to deliver my newsletter. Don’t include too many images or links.

Hold on. Even if your message doesn’t land in your subscribers spam folder, if they use Gmail, it might wind up in their “promotions” folder, which they might rarely open. It’s a common problem. Make sure you tell your new subscribers to add your email address to their contact list and this will minimize that problem.

Okay, a few best practices (and some common sense) should help you get more subscribers to see your message. And while that should be your top priority, you also want them to open and read your messages. That’s how you deliver value, show them what you do and how you can help them, engage with them, and present a call to action (e.g., contact you, fill out a form, share your content, etc.) which they probably won’t do unless you ask.

Okay, you’ve got those emails delivered. How do you get them opened and read?

The simplest way to is to use better subject lines. Motivate recipients to open your message by offering a benefit for doing that. Promise (or imply) they will learn something interesting or useful—how to solve a problem (or avoid it), for example.

Or make them curious about what’s inside your message.

You can also get more opens by keeping your promises. Deliver the information or other benefits mentioned in the subject line in this week’s email and your subscribers will be more likely to open next week’s.

For more about getting your emails open and read, check out my course on email marketing for attorneys

Filed Under: Email, Newsletters

How to kill a referral source

March 7, 2024 by David M. Ward

I asked a web vendor for help with a problem I was having on a website. She couldn’t help me and referred me to a web developer she worked with. I went to their site, filled out a form, told them what I needed (and who referred me). I received an automatic confirmation email, and… never heard from them again. And yes, I contacted them a second time.

Were they ill? Swamped with work? Not interested? (It was a small job.)

I told the vendor who referred them what happened. She contacted the developer on my behalf, but also got no reply. So, she referred me to someone else who did respond and will probably get the job.

What happened to the first referral? I don’t know. But there’s no excuse for not responding to an inquiry from a prospective client. Even if you have a good “excuse”.

So, they lost the job. And won’t get any more business from me. Or referrals from me. Or, I suspect, referrals from the original vendor.

Ouch.

No matter what line of work you’re in, building a successful business or practice doesn’t require you to be the best at what you do, offer more value or charge competitive fees.

But you have to be someone people trust.

Which means you can’t ignore referred clients or you won’t get any more.

If you’re busy or ill, have an assistant contact the prospective client on your behalf.

It’s weird saying that. Everyone knows that, don’t they?

Apparently, not.

Filed Under: Referral sources, Referrals

My favorite outline

March 6, 2024 by David M. Ward

Yesterday, I talked about the value of outlines and why you don’t always need them, especially when writing a short article. What I didn’t say is that having a supply of go-to outlines available can make help you write faster and better articles, whether long or short.

In your writing toolkit, you should have a list of the basic outlines at your disposal, such as these classics:

The listicle: a simple, unordered list of various points, tips, techniques, problems, resources, questions, etc. Examples: 7 books everyone should read this year, Questions most people ask an Estate Planning Lawyer, 10 tips for organizing your legal documents.
How-to/process: show the reader a step-by-step process for doing something, the benefits of doing it, and what might happen if they don’t. Examples: How to find a good bankruptcy lawyer, What to do if you’re in an accident, How to file a quitclaim deed.
Story: what you (or someone else) did, what happened, what you learned, and how the reader can use this in their own life or business. Examples: How minimalism helped me become a better lawyer, My most difficult case and how I won it, What I learned about leading a successful life from a 70-year old history book.
A better way: challenge something everyone does or believes is true and show them why this is wrong or there is a better or easy approach. This type of outline includes the following parts: (1) Most people think/believe, do; (2) This is a mistake/ineffective/wrong; (3) It doesn’t solve the problem or accomplish the goal and can make it worse; (4) A better approach/way to think is

“A better way” outline is good for lawyers because by challenging conventional wisdom, it can position you as a thought leader, differentiate you from your competition, and stimulate word-of-mouth from those who like your better way and those who don’t.

Which is why this is my favorite type of outline, and why I’m using it in a book I’m writing.

How to use a newsletter to build your law practice

Filed Under: Writing

Writing without a net

March 5, 2024 by David M. Ward

There are good reasons to create an outline before you write and with longer pieces, I usually do. I choose an idea, a working title, a list of points I want to cover, and some examples or stories to include. I often change these, but it gives me a place to start.

Which is usually the most difficult part of the writing process.

With shorter pieces, I rarely outline because I have only a fragment of an idea floating around in my head.

Someone asked me a (marketing or productivity) question; I saw an article about a subject that interested me; I learned something from a video I wanted to share. That’s usually enough to prime my writing pump and I start writing, often with little or no idea of what I’m going to say.

Which is what I’m doing right now.

The genesis of what you’re reading is an article I read about writing blog posts. I zeroed in on the subject of outlining and realized I had something to say about that—that despite the value of outlining, it’s not always necessary, and sometimes, makes the writing more difficult.

You can just start writing and see where it goes.

Yes, it’s usually messy. Without an outline, sometimes you waste a lot of time trying to find your message and the best way to present it. But the other way, outlining first, can be equally messy and time consuming, especially when you think you know what you want to say (but don’t) or, as I often do, you change your message (often several times) before you finish.

I also find that writing without an outline often leads to “fresher” writing. Instead of pure logic, you’re guided by what feels right, just as extemporaneous speaking often does.

It sounds like I’m saying, “Don’t force it, do what works for you” and I am. As a busy professional who has other things to do, strictly adhering to what your English teacher (or law professor) said to do isn’t the aim. It is to get something on paper and out the door.

IRAC be damned.

Filed Under: Blogging, Writing

Shark Tank

March 4, 2024 by David M. Ward

I confess, I’ve never seen an episode but just read an article recommending it, not just for entertainment but to observe the dynamics of the pitches made by guests seeking investors. In particular, the author noted the brevity of the pitches (90 seconds) and how that is enough to garner investments in the millions.

A lesson for lawyers, don’t you think? We don’t need, and should probably avoid, lengthy presentations on our clients’ behalf, or on behalf of ourself and our services. Good ideas, well presented, are enough to win hearts and minds and millions. Get attention, highlight the benefits of our offer or position, and ask for the sale (or verdict).

A good lesson for blog posts and articles as well.

The author also pointed out how the best pitches tell a story, to emphasize the need for the product or service, show how they work, and dramatize how the benefits thereof can change lives.

Also good advice for legal beagles.

Many lawyers bristle at the idea, but it is incontrovertible: lawyers sell. And the better we do that, the better are the lives of our clients, and our own.

Filed Under: Salesmanship

Marketing quiz for attorneys

March 1, 2024 by David M. Ward

Where’s the best place to invest $1000 in your law practice?

Lead generation and list building: Ads, mailers, SEO, etc.
Hiring a part-time marketing assistant to help create content, do follow-ups, and assist with other marketing projects
Name recognition, e.g., sponsoring a golf tournament or charity, public relations, signage, handouts
Starting a YouTube channel or podcast

What do you think? What will give you the most bang for your buck?

The answer is… “None of the above”.

Yes, each of these might bring you new business. But if they do, you have to continue doing them. If they don’t, it’s not the end of the world. $1000 isn’t a lot of money. But the question was, “What’s the best place to invest $1000?” The answer: personal development.

Books, courses, training, coaching—to improve your skills and develop new ones.

Personal development provides an enormous ROI that can not only bring in business today, but for the rest of your career. It doesn’t just work, it compounds. You get smarter, develop better habits (and jettison bad ones), work more productively, become more attractive and referrable.

Becoming a better writer or speaker will make you a better communicator. More people will understand your message and be persuaded to act on it.

Learning the latest legal strategies and how to use them can help you win more cases and build your reputation.

Mastering client relations—getting more people to like and trust you and want to work with you and tell others about you—these are marketing superpowers that can attract better clients, bigger cases, and more opportunities to meet influential people and become a part of their inner circle.

Shall I go on?

Clearly, the best investment you can make in your practice is an investment in yourself.

Filed Under: Marketing legal services, success

Make it personal (even if it’s not)

February 29, 2024 by David M. Ward

Thousands of people are reading these words right now, but as far as I’m concerned, it’s just you. When I say something or ask a question, I’m not asking or speaking to everyone.

Just you.

If you want to get more people listening and reading, more people responding, sharing, and liking what you write (and ultimately hiring or referring you), you should do the same.

When you write, write to one person. Not “everyone”.

Even if you’re writing a blog post or newsletter article, or speaking from the stage—even on social media. Write or talk to one person. Don’t call for a show of hands, don’t address everyone in the aggregate, don’t say, “I’m wondering what y’all think about this?” And whatever you do, don’t say “Hey gang!” (my personal pet peeve).

As far as your listener is concerned, there’s nobody else there. Don’t bust that bubble, however fictive it might be.

They’re sitting in their office chair or propped up in bed, reading your words or listening to your voice, and for a moment, hearing a personal message from a friend. When you speak in the collective, it puts distance between you and the reader. Communication is most effective when it is personal.

So, make it personal.

That also means writing from your perspective, not “for the firm”. Tell the reader what you think about the subject, what you did yesterday, what you plan to do later today. Tell them to call you, not “the office”.

“Talk” to them as though you were sitting together, having a chat. Because, virtually speaking, you are.

How to write an effective blog

Filed Under: Communication, Content creation, Email, Newsletters

Sorry, I don’t want to smack that bell

February 28, 2024 by David M. Ward

Everywhere we turn, somebody is telling us to do something. Fill out a form, download a pdf, watch a video, like, comment, share, subscribe.

It’s annoying, but it works. We’re more likely to click something when we’re asked to do it.

Which is why everyone asks. And why you should too.

If you want more subscribers, ask (tell) people to subscribe. You’ll get more subscribers. If you want more clients, tell people to call for an appointment. You’ll get more calls. And clients.

You’re reminding them to do something that’s good for them. The more you ask or remind them, the better off they’ll be. So don’t feel guilty about asking. They’ll thank you later, after you’ve helped them solve their problem.

Ultimately, people do what they want to do. I do that; you do that. It doesn’t matter how many times I tell you to do something or buy something, you won’t do it—unless you want to. I can’t make you do it, just as you can’t make a prospective client write you a big check.

But while we can’t compel people to do things, we can make it more likely that they will.

The simplest way to do that is to tell them why. Give them one or more reasons or benefits for doing what you ask. Tell them what’s in it for them. Because they might not know. They might not remember. They might not have wanted or needed those benefits before, but now they do.

This doesn’t mean you have to pile on the benefits. You don’t have to smother them with extras and bonuses, or go to great lengths to persuade them to do what you ask. People like helping you. They like telling others about you and what you offer. It makes them feel good about themself to do that.

Which is why many people will do what you ask simply because you ask.

But more will do it if you tell them why.

The Attorney Marketing Formula

Filed Under: Content creation, List building, Online Marketing, Social media marketing

People lead you to people

February 27, 2024 by David M. Ward

Some people can hire you. Some can’t. Or won’t. Some people can send you referrals. Some can’t. Or won’t.

Here’s the thing. It doesn’t matter what someone can or can’t do. They know people you don’t know and can lead you to them.

Your new client might know no one who needs your services. But their boss, accountant, neighbor, or friend might. It’s not who you know, it’s who they know and can lead you to.

You still need to be refer-able. You still need to get introduced or have your contact give them your card or a link to your website. But it gives you a path. A modus operandi. When you meet someone new—online or in person, through formal networking, speaking to a new client or prospect, or chatting with a stranger in line to get coffee, your job is to find out who they know.

Emblazon it on your brain. “Who do they know?” (Or “Whom…” if you were an English major.)

If they mention they work at a certain company, find out what they do there and who they work with. Do they know any of the executives, directors, vendors, or shareholders? Do they know anyone who does?

You might start by asking if the company has in-house counsel or works with an outside firm. It would be good to meet those lawyers. Even if they are your direct competitor, they might have a conflict or otherwise be unable to represent a client or take a case (e.g., too big, too small, wrong industry, etc.) and might refer them to you.

NB: get to know other lawyers.

What if your client or contact doesn’t know the in-house counsel or hesitates to introduce them? Pick up the phone, call that lawyer, tell them you have a mutual business contact (the employee at their client’s company) and want to introduce yourself and find out more about what they do. (Psst, and who they know).

It works the same way with everyone. When you sign up a new client, find out the name of their insurance broker, accountant, financial planner, or attorney.

More people you want to know.

As a friend of mine used to put it, “Don’t look ‘at’ them, look ‘through’ them—because it’s not who you know, it’s who THEY know.

My guide to Lawyer-to-lawyer referrals

Filed Under: Networking, Referrals

Do I really need to do this?

February 26, 2024 by David M. Ward

Lawyers use a lot of checklists, don’t we? We figure out the steps, the best order to do them, and get to work. When we tick all the boxes or complete all the steps, we know we have left nothing out. The next time we do that task or work on that type of project or case, we don’t have to think about the steps again, we just do them.

It’s efficient. Unless we wind up doing things we don’t need to do.

That’s why, instead of automatically following our list, we should routinely ask ourself, “Do I really need to do this?”

Ask yourself if you could eliminate that task or skip that step. Because if you can, you can use that time for something else.

More time to do other work you need to do. More time for marketing. More time to rest or have a little fun.

Over the course of a day or week, you might reclaim hours of time unnecessarily spent doing things you don’t need to do.

So, every day, ask yourself, “Do I really need to do this?”

Do you really need to attend that meeting every week? Would once a month be sufficient? Do you really need to go at all?

When you review a case or prepare a client for depo or arbitration, is every step necessary? Could you do any of them more quickly? Do you have to do everything yourself, or could you delegate any steps?

Any task you eliminate frees up valuable time. Any task you can do in 5 minutes instead of the usual 20 minutes does likewise. It might only be a few minutes here and there, but those minutes add up.

How often do you check your email? Could you safely do that twice a day instead of the 4 or 5 times you’re used to?

Look at your calendar. Is there an upcoming task or event you could eliminate? Is there anything scheduled for 45 minutes you could do reasonably well in 25?

Eliminate whatever you can. Cut wherever you can. Would something bad happen if I didn’t do this? Could I skip that step or do it in two minutes instead of ten?

Remember, every minute you save is a minute you can use doing something else.

Filed Under: Productivity