Make it easy for clients to find you, hire you, and work with you

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In the world of marketing and client relations (which is a sub-set of marketing), one of the best things you can do is to make things easy for your clients and prospects. 

Because the easier it is for them, the better it is for you. 

Here is a simple checklist of things to do, and a reminder to do them.

MAKE IT EASY FOR CLIENTS TO FIND YOU

  • Website (SEO, links from authority blogs, other professionals)
  • Referrals 
  • Advertising
  • Content (Blogs, articles that get indexed, shared, etc.)
  • Networking and speaking
  • Handouts 
  • Directory listings
  • Newsletters

MAKE IT EASY FOR CLIENTS TO CHOOSE/HIRE YOU 

  • Website (About/bio, service descriptions, FAQs, navigation, contact forms)
  • Testimonials, reviews, success stories
  • Everywhere: Explain “why you” instead of doing nothing, doing it themself, hiring someone else, or waiting
  • Flat fees, guarantees
  • Simple hiring documents: agreements, disclaimers, authorizations 

MAKE IT EASY FOR CLIENTS TO WORK WITH YOU

  • Explain everything, copy everything
  • Keep them informed about everything 
  • Remind them of deadlines, appearances, updates, appointments
  • Encourage them to contact you with questions
  • Be available. Tell them what to do if they can’t reach you, after hours.
  • Don’t nickel-and-dime; give them the benefit of the doubt
  • Make it easy for them to refer, post a review, promote your content

I’m sure you can add to this list and you should. Then, periodically, survey your clients (and prospects) about how you’re doing (and not doing) so you can continue to improve.

Because the easier you make it for your clients and prospects, the better it is for you. 

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Mo (value)

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Clients hire you because they want value from you. They want the results you deliver via your legal services, but there are other ways you can give them value. 

Give them more value than they expect, more value than other lawyers deliver.

This doesn’t mean giving away your core services or discounting your fees. (Don’t do that). 

You can deliver more value with

  • Bonus services. Include add-ons or small additional services they need or might need soon. 
  • Better terms. Payment plans, guarantees, more manageable retainers, hybrid fees.
  • Information. Forms, guides, reports, templates, checklists, seminars, and other things they can use in their business or personal life.
  • Speed. If possible, give them the results they seek in less time than they think it will take. Return calls and emails quicker. Show them into your waiting room a few minutes after they arrive.
  • Support. Proactively refer them to other professionals or businesses who can help them with business or personal matters. Promote their business, their charity or cause. Give them advice, feedback, or a shoulder to cry on. 

Ultimately, clients want to feel good about their decision to hire you. They took a chance on you and may be nervous about that. Show them you will protect them, work hard for them, and treat them exceptionally well. 

The more value you deliver, the more value they will deliver to you. They’ll be easier to work with, give you more work, recommend you, promote your events, and otherwise help your practice grow. 

The Attorney Marketing Formula

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If they snooze, you lose

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For writing “content” (blog posts, articles, presentations, etc.) many lawyers struggle to get results for one simple reason–they write like lawyers, meaning they write like they were taught in law school. 

The inverted pyramid, IRAC, et al., are fine when you’re writing something “for people who are paid to read it,” as the author of an article I read recently put it.  

Your clients and prospects certainly aren’t. 

Your content needs to have helpful information, the kinds of things prospective clients look for when they’re searching online, but if it has to be interesting. If you write it the way they taught you in law school, you risk boring people into clicking away. 

Structurally, capture their attention with a good headline or opening and keep their attention by continuing to write about things that interest them. 

Here’s how to get better at doing that:

  1. Read a lot. Read the kinds of things your audience reads. Look at the subjects, the structure, and the pacing of the information. See how they capture attention with a good headline or opening and use sub-heads and/or bullet points to draw the reader into the article and through it. 
  2. Write a lot. Practice and you will improve.
  3. Edit a lot. Your first draft is usually not your best draft. Shorten sentences and paragraphs, use active verbs (and active voice) and make sure everything is clear. If you write about anything “legal,” explain the terms and provide context.
  4. Put people in your articles. Talk about their desires, their problems, their pain, and the solutions they seek, and how things turned out (with your help). 
  5. Have fun (if appropriate). Give readers something to smile about, nod their head about, think about, and remember. 
  6. Tell them what to do next. Don’t leave them guessing, tell them to call (and why), tell them to join your list (and why), or tell them what to read or watch next. 

Give them a good experience and they will come back to read more and contact you when they’re ready to talk to you about their situation. 

Finally, if you are writing for other lawyers, or others who are paid to read your writing, it’s okay to write like a lawyer. But you don’t have to. And if you don’t have to, don’t. 

How to write an email newsletter clients want to read

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You stink (but you can still be successful)

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At one of the first network marketing trainings I attended, we were told that the business is a “level playing field,” meaning that anyone can build a big business and be a top earner.

“You can make up in numbers what you lack in skill.”

You might not be the best presenter or have the biggest list, but if you work harder than most, you can accomplish more than most. 

And this is true. In any business or professional practice. 

Someone else might talk to ten prospects and sign up 2. You might not be as good, but you can talk to 50 and sign up 5. 

You might not have their talent or charm, but you can outwork them. 

Is it really as simple as that? Well, look around you at the lawyers who aren’t as good as you, but have bigger offices and bank accounts. 

Wait a minute, maybe they had more money or better connections. They had an advantage you don’t have. 

Also true. Money and connections often do make a big difference. But so does a burning desire and the willingness to work. 

Which is what you bring to the table. 

And why the law business is a level playing field. 

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Networking cheat sheet

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What do you do when you go to a new networking event? Find some new people to meet? Talk to friends and business associates? Pass out cards? Collect them?

Do you have an agenda?

You don’t need one. There’s only one thing you need to do.

Get there early, meet the organizer(s) of the event and offer to help.

Introduce yourself, or ask someone you know to introduce you, and see what they need (door greeter, sign-in guests and pass out badges, help people find the restroom, etc.) and volunteer for something.

That’s it. That’s all you need to do.

The organizers always need help and will appreciate anything you can do to make their life easier and their event better. Even if they have everything covered, they will appreciate your offer and remember you.

Yes, you want to meet new people, but the best way to do that is to show the organizers some love. They know the key people who are attending—who they are and what they do—and can introduce you to them.

And they will.

Follow-up with the organizer after the event, tell them you enjoyed meeting them, liked the speaker, or the chicken, and you look forward to seeing them at the next event.

And send them some information about yourself, with a photo, so they can put your name to your face.

At the next event, get there early, find the organizer, offer to help, and when the dust has settled, ask them if there’s anyone there you should meet.

That’s how it’s done.

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One more thing before you start your day

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You know how things always take longer than you think and how your carefully thought out plan for the day too often goes to pot? You start the day and discover you allocated too much time to one thing and not enough time to others, or didn’t do things you’ve been putting off.

Yes, you can adjust. We all do. But there’s something else we can do before we start our day that makes it less likely we’ll need to adjust and more likely we’ll get our most important tasks done.

After you make your list, visualize the day ahead in as much detail as possible. 

Run through the list and imagine everything on it, as though you are doing it.

See yourself waking up, doing your morning routines, checking your list and calendar, and then making calls, responding to email, talking to your staff, reviewing and drafting documents—everything, until it’s time to call it a day.

See the entire day—what you do, how long it takes, and how it feels as you do it.

It’s a simple way to know if your plan is both realistic and likely to accomplish your most important tasks. 

Does anything seem unnecessary? Do you have enough time to do everything? Is there something you should do (or want to do) that’s not on the list?

Think of it as a dress rehearsal for the day. If you don’t like your performance (in your head), you can make adjustments before the day begins.

Or realize you need to call your understudy so you can take the day off. 

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What, me practice?

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I heard this on the Internet so it must be true. It’s called, “The Rule of 100” and states, “…if you spend 100 hours in a year, which is 18 minutes a day, in any discipline—you’ll be better than 95% of the world in that discipline.” 

So, writing, speaking, sales, poker, options trading… anything? 

18 minutes per day isn’t much. A year isn’t much. Since it is a big world, with a lot of people in it, I can see how this might be true, at least for many things. 

For everything? Who knows? 

But the point is well taken. If you practice anything every day for a year, you’re going to get a lot better at it.

As professionals, we depend on our communication skills, our ability to persuade others to a point of view. We sell our ideas and our services and writing (and speaking) are essential tools for doing that. 

If you want to get better at writing and speaking, are you practicing? Every day?

If not, you’re not going to get the results you want for yourself and your clients. 

I recommend writing a newsletter or blog, yes, to attract more prospects, build your list and fill your waiting room, but also because it is a great way to practice your core skills.  

Same with our old friend, marketing. 15 minutes per day. Every day. 

If you do, you’ll be more successful than 95% of the lawyers in the world. I heard it on the Internet so it must be true.

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Add this to your weekly review

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Over time, my weekly review has become more about tidying up (emails, notes, tasks, projects) and choosing tasks for the upcoming week rather than an actual review of what I did the preceding week and using that to plan the next.  

You too? 

One thing we can do to improve our “review” is to take a high-level inventory of the week by asking two questions: 

  1. What went well? 
  2. What can I do better? 

We can take a quick look at our calendar and/or task management app and note everything we did that week, what worked, and what didn’t, or drill down into specific projects or cases and identify our progress or lack thereof.  

We could record our results in a diary, or spreadsheet, so we have something to look back on. We could also gamify what we’re doing and reward ourselves when we follow our plan.  

Sometimes, it’s difficult to be objective about what we’ve done and we should consider asking others for feedback. Talk to a partner or friend, or email your subscribers, and ask what they think about your recent offer, article, action, or idea. 

What went well? What can improve? 

Perhaps the biggest benefit of tracking our activities this way is knowing that by doing that, we’ll develop the habit of thinking about what we’re about to do before we do it. 

How’s that for a novel idea? 

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Why read books when we have so much other options?

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I’ve mentioned this before, but it’s important and worth mentioning again. I thought about the subject recently when I realized I wasn’t reading enough books. 

I buy them. But don’t always read them. And I feel bad about that because I know I’m missing out. 

Articles are fine. So are videos and podcasts and courses. Good information is good information. But there’s something special about books. 

Books have room to provide the “why” behind the “how,” elaborate on the arguments and counter-arguments, tell us the background and history, and provide more examples and stories to illustrate the author’s points and make those points relatable and memorable. 

That’s why. 

One good book can change your worldview, persuade you to change your habits, and inspire you to do things you might never have considered possible. 

They can also take you on adventures to faraway places like nothing you can see on a screen.

Yes, books take a long time to read. Which is why we don’t read as many. But maybe that’s the point. Maybe we wouldn’t feel the need to read as many articles and blog posts or watch as many videos if read more books. 

Most of those articles say pretty much the same thing, don’t they? One good book can give us new ideas, because the authors of those books have spent a lot of time thinking and researching and interviewing other people who have spent a lot of time doing the same.

But that’s a good book and sadly, so many books don’t qualify.

So, we read reviews and talk to people who have read other books on the subject and point us towards the best options.

And we take speed-reading courses and learn how to get through more books and find the ones that are good enough to be read again. 

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Quality doesn’t come cheap

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At least that’s what most people believe. They’ve learned that when something looks too good to be true, it probably is. So, even if it was otherwise a good idea (and it’s not), don’t compete on fees. You’ll scare off as many clients as you attract. At least the good ones. 

For professional services, high fees is the better way to go. That’s what “good” attorneys charge.

But right now, the economy is in the tank, competition abounds, and even if your clients and prospects love you to pieces, getting paid more than most is a tough sell. In this environment, how can you keep your existing clients happy and attract new ones? 

By offering more value than most attorneys offer.

That can come as additional services or benefits included in your fees. You’re expensive, but worth it, right?

But value can come in different flavors. 

One way to offer more value is to be the attorney who provides more information. More (helpful) articles, more forms or checklists people can use to improve their business or personal life, more onboarding guidance, more of everything a client might want to know.

Most attorneys don’t.

You can also deliver more value with a cleaner and leaner and more modern website. Think “Apple”. Easy to navigate, professional graphics, and devoid of anything extraneous or old and crusty. 

But not just a pretty face.  

Your website should have a compelling About page, forms that work, pages that are easy to find (and read), good answers to FAQs—things that make a visitor conclude you know what you’re doing and can be trusted to do it well. 

Clients want an attorney who is vouched for not only by their other clients but also by their success.

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