Marketing legal services like Starbucks or Amazon

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Whether expressly forbidden by ethical rules or just inappropriate for a professional practice, attorneys can’t do many of the things a retailer can do to bring in business.

Like have a sale or special promotion. Or an army of affiliates.

But don’t you sometimes wish you could?

Actually, there is a way. All you need to do is create a product you can sell to the people in your target market.

A book or audio course. A set of forms or checklists. A do-it-yourself kit.

Take your expertise and turn it into a product. Not only can it bring you more clients, it can become an additional source of income.

You have a body of knowledge that people are willing to pay for, don’t you? Your expertise is valuable. Take a portion of that knowledge and “product-ize” it.

It could be a $5 ebook or a $5,000 8-week seminar. It doesn’t matter. Anything you can offer to the market place will do. Promote that, not your services, and watch your traffic and leads grow.

Now before you say, “it won’t work for my practice,” (you were going to say that, weren’t you?) go to your closet, get out your thinking cap, and put it on your head.

What’s that? You don’t have a thinking cap? No problem. I can get you one wholesale. Just need to find my affiliate link. . .

If you have trouble creating something your prospective clients would buy, find something that’s already available and sell that. Someone else’s book perhaps (e.g., an expert in a related field, a consumer advocate), or even a product.

You could even sell t-shirts if you wanted to. The trick is to tie it to a cause. Find something you’re passionate about (literacy, rain forests, cure for cancer) and donate the proceeds to an appropriate charity. They get the money, you get the customer list.

Anyway, don’t be so quick to dismiss the idea. If you can make it work, it would open up all kinds of marketing possibilities.

Yes, check with your bar association to make sure. We know how fussy they can be. They may claim that because the purpose of selling your book or widget is to bring in clients, the same ethical restrictions apply. Argue it, if you can. Find a way around it.

And stay tuned. Next week, I’m having a sale on thinking caps. You’ll want to stock up.

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My political views finally revealed (not)

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When I first got stated on Facebook, one of my “friends” posted an incendiary political comment on my wall. In response, friends with opposing viewpoints took him on. Back and forth they went, telling each other in heated tones who was right. Others joined in. Soon, a full blown flame war was taking place.

It was great theater.

I let the two sides go at each other for while and I stayed out of it. No way was I going to get involved in that mess.

And then it really got ugly.

The original poster starting insulting people. Despite repeated requests by the majority to curtail the invective and stick to the issues, he continued his name calling. The more he was asked to tone things down, the worse he got. I had no choice but to remove him as a friend.

Even though this was an extreme situation, it reinforced the notion that discussing politics in public is not a good idea. Unless you are certain that everyone in “the room” is of a like mind, you’re just asking for trouble.

If you’re a professional or in business, your political views should not be posted on social media. Why risk alienating half of your friends and followers? Even when the discourse is civil, political postings provide an insight into your thoughts that can drive a wedge between people who might otherwise get along just fine.

I have political views. Not a day goes by that I don’t feel like posting my opinion about one thing or another, or re-posting what someone else has said.

I’d be nuts to do it.

So I bite my tongue. And save it for a private conversation.

It’s called being in business.

I have many friends on the other side of political aisle. We like each other. We do business together. We can talk about almost anything.  But not politics. We don’t go there.

In business, you can’t go there.

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LinkedIn: The number one social media platform for attorneys

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I’ve said before that if you’re new to social media you should start with Twitter. Reason: you only need to fill out one paragraph of information to set up your account. Your profile on LinkedIn, by contrast, requires more effort.

LinkedIn is important for attorneys because it serves as a sort of online CV. In fact, many professionals link to their LinkedIn profile precisely for that purpose. Your profile helps prospects and other professionals quickly assess what you have done for others and thereby see what you can do for them.

As LinkedIn develops, it is also becoming a platform for meeting and engaging others. Their forums are a great way to find and connect with other lawyers, as well as prospective clients and referral sources (or employers).

And LinkedIn is all about business. Unlike Facebook, you won’t have to wade through photos of your friend’s kids or cats, or listen to updates about their most recent meals. In fact, one writer is predicting that LinkedIn will survive Facebook precisely because it is dull and business-like.

But while LinkedIn may be considered dull, your profile need not be. You aren’t limited to posting only the facts about where you have been and what you have done. You can add personality to your profile, and well you should.

As much as your capabilities, people want to know about you, the person. Give them a sense of what it would be like speaking with you and working with you:

What motivates you to do what you do? What kind of movie or book character do you identify with? What is your mission?

If you don’t yet have a LinkedIn profile, don’t let the volume of information requested, or its importance, stop you from getting started. Fill in the basics today. You can add more tomorrow. You can use this brief tutorial on optimizing your LinkedIn profile as a starting point.

A lawyer’s bio is the most important part of his or her social media profile and web site. Use it to tell people your story, not just the facts. Facts tell but stories sell.

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How I studied for the Bar exam and how I use those skills today

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The other day I found the outline I used when I studied for the Bar exam over thirty years ago. It was from a Bar review course I had taken, a single “mini-outline” that condensed eight volumes of study material into one paper-bound book.

I remember the process I followed to study for the exam. I went through each of the eight subject volumes, all of my notes, practice exams, and handouts from the review course (and anything I had saved from law school), distilled everything to what I considered essential and re-wrote this in my “mini-outline”.

There was plenty of white space for additional references, notes to myself, case citations, and examples that I wanted to remember. When I was done, I was able to put everything else aside and study just from the mini-outline.

Of course I learned most of what I needed to know not from studying the mini-outline but through the process of creating it. In deciding what to include in the outline, I had to read everything with a critical eye. I couldn’t just read everything as we typically do when we study, I had to think about what I was reading and make decisions about what it meant.

“What is the essence of this idea?” “Is it essential or tangential?” “How does this fit in with what I already know?” “How would I illustrate this?” “What is the opposing or minority view point?”

I didn’t think about it at the time but I was essentially doing research (my study material) for a paper (my mini-outline). I had to read like a writer, not a student.

Next, I went through the mini-outline with a hi-lighter and then again with a red pen. I circled key phrases, drew arrows from printed notes to my hand-written examples, and otherwise marked up my outline so that after several times through it, I had mastered it.

I remember during the exam itself, when I needed to recall something, I was able to see in my mind’s eye the actual page in my mini-outline where the information was written. I could see the yellow hi-lights and red arrows, what was at the top of the page and what was below. I could see and “read” my hand-written notes.

I had spent so much time creating the outline and studying it, I had all but memorized it. It was as if I had the book with me in the exam room.

There was something else I did to prepare for the exam. I knew I needed to have all of this information in my head, but I also needed to be able to “output” that information. We study for exams by reading but exams are taken by writing, so I knew I had to do as much of that as possible.

I took lots of practice exams. This helped me to discover where I might know something but not be able to express it. Or I had memorized something but really didn’t understand it. I could then go back and fill in the blanks and add those notes to my outline.

There was something else I did to prepare for the exam. I created, from memory, a one-page outline for each of the eight subjects. This really showed me what I knew and what I only thought I knew. I then re-wrote my one-page outlines, adding the material I had not been able to write from memory in red ink. When I was done, I had an “outline of my outline” and was able to study from those eight pages.

For good measure, I then wrote a one page outline of those eight pages. It was a summary of everything I had studied, reduced to a single page. There wasn’t room for details, and that was the point. While it didn’t really add anything to my body of knowledge, it was inspiring. “Everything” I needed to know was on one piece of paper.

I felt completely at ease during the exam. It was almost too easy. I was delighted when I got the news that I had passed, but not surprised. I knew the material and I was able to “output” what I knew onto the printed page. All of my preparation had paid off.

Today if I was studying, I would use “mind maps” to create a visual depiction of the information and how it fits together. It’s a better way to outline because it groups things organically, the way your mind sees them, instead of artificially forcing that information into linear order.

The process I used to study for the Bar exam has helped me over the years. I have used it to prepare litigated cases and in marketing. I use it in writing, preparing course material, and in live presentations. I often write first drafts “to see what I know”. I distill large quantities of information into shorter summaries. I outline my outlines.

For your next presentation, brief, report, or trial, when success is predicated on explaining and persuading, take what you know and distill it to its essence. Practice your presentation to see what you know and what you need to improve. Make an outline and re-write that outline until you can recite it from memory.

The job of an advocate, writer or presenter (or test taker) is to make things so clear that the listener or reader cannot possibly misunderstand. You don’t need to be brilliant or a gifted writer or orator to accomplish this. But you do need to know your material.

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Are you a lawyer or an attorney? Actually, it DOES make a difference.

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I always thought that lay people use the word “lawyer” more than “attorney” and that attorneys do the opposite. “Attorney” has a slightly more professional ring to it, doesn’t it? After all, it’s “District Attorney,” “Attorney General,” and, “Attorney at Law”.

It turns out that our clients also prefer “attorney.” At least that’s what the search statistics tell us.

Search engine expert Mark Sprague found that attorney has nearly twice the search engine traffic as lawyer. “Consumers favor the term attorney over lawyer. You should use both, but attorney should be the dominant term in your web page copy,” he says.

This applies, of course, to articles, blog posts, tweets, social media profiles, and other online content.

You can read the results of search study here. Hat tip to Larry Bodine who brought this to my attention.

The data also show how people with a legal issue go about their searches. They don’t start by looking for a lawyer, they start by seeking information. This confirms the need to focus your online marketing efforts on creating content that speaks to those issues. You can do this with articles, blog posts, case studies, FAQ’s, and success stories.

Help prospective clients find you by providing information about the law and procedure as they relate to their legal issues. Describe their rights and their duties. Tell them their options, the possible penalties and available remedies.

What do prospective clients and new clients always ask you? Put the answers to those questions online.

You can spend a lot of time and money tweaking your web site to maximize search engine traffic. A much simpler approach is to provide the information people search for before they search for an attorney. When they go to your web site first, there’s a good chance they will see you as the solution to their problem and never look anywhere else.

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The future of legal services: demographic trends you need to know about

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Most lawyers have it backwards. They say, “Here’s what I do, world–call me if you need my services.”

Instead, they should look for a market that has a problem or a desire and present their services as the solution. Yes, they should “find a need and fill it.”

One of the ways to identify future needs is to look at demographic trends. In this article, the author identifies three “hot” demographics for businesses. Guess what, lawyers? That includes you.

The three groups are “Children,” “Twenty Somethings,” and “Seniors.” As I read the article, I couldn’t help thinking about how attorneys could simply re-focus their marketing messages to target these groups. You don’t have to offer new services, or change anything about what you do. Re-focusing means

  • Positioning what you do in a way that is attractive to the people who occupy these demographic slots, and
  • Identifying and networking with professionals and businesses who target these demographics.

For example, in the category of Seniors, the author notes that, “in-home medical or nonmedical care to assist with activities of daily living,” will be a growing market for the next 20 years. Where could your practice fit in? If you handle estate planning or elder law, the connection is obvious. But with a little bit of effort, you could find a connection for just about any law practice, business or consumer.

I suggest you read this short article with pen in hand or your note capture tool launched, and brainstorm ideas.

Also, do some additional reading. You may not know a thing about “in-home care” but a few hours online could not only educate you about the trends in the industry but also identify key people you could contact: start-up companies, mature businesses in the chain of distribution, bloggers, consultants, and professionals who already have a presence in the market.

A simple way to grow your practice is to align yourself with growing markets. But don’t just offer them your services. Find out what they need and then show them how your services will help them get it.

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Great advice on starting a new law practice (or growing your old one)

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Marketing legal services is simple. A lot of common sense, really. You don’t need a bunch of high tech solutions or a complicated process. What you need are people.

An article in today’s Forbes Magazine tells the story of a Los Angeles lawyer who started her own practice in the summer of 2010 and in less than two years built a successful estate planning practice.

In, How I Got My First Client and You Can Too, attorney Sonia Tatiyants outlines what she did to get her first client and beyond.

She didn’t advertise or build a powerful web site. She didn’t have the money to do that, even if she wanted to. What she did is decidedly low cost and low tech. She began by contacting everyone she knew to announce the opening of her new practice.

It doesn’t get simpler than that.

By the way, if you’re not new, find a reason to contact everyone in your database and remind them that you are still here. Someone on your list needs your services, or they know someone who does.

Tatiyants followed that up by starting a lunch group where she could network with other estate planning attorneys. She also networked with “like minded, driven, entrepreneurial individuals. . .,” who collaborated with her and became a source of referrals.

Taking things a step further, Tatiyants also realizes that her clients can not only send her referrals, they can become a source of business for the professionals in her network. In positioning herself as a “trusted advisor,” her clients and contacts look to her for referrals when they have a problem or need. She refers them to the other lawyers, CPAs, financial planners, and insurance agents in her network.

She also understands the importance of keeping her clients happy. One way she does that by making sure they know what to expect with their case. By managing their expectations, her clients don’t get frustrated with delays or when they get something in the mail.

Finally, she understands that for her practice to continue to grow she needs to put systems in place that will allow others to do administrative tasks so she can focus on the lawyering (and marketing).

Great marketing advice for new lawyers and old. Even lawyers who are very old.

But there’s something she left out of the article that I know every lawyer would like to know. How did she get featured in Forbes magazine?!

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Can lawyers establish a brand?

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Investor, entrepreneur, and best-selling author Robert Kiyosaki said, “If you are not a brand, you are a commodity.” But can a lawyer be a brand?

Probably not in the sense that “Clorox” or “McDonalds” are brands. Most lawyer’s names will never be household words. But within our various market niches, and certainly among our colleagues, we can indeed establish a successful brand.

You are an estate planning attorney who targets physicians in your local market. If a survey is done of those physicians and a preponderance of them mention you when asked if they could name an estate planning attorney, I think we can agree that you qualify as a brand.

And that’s a good thing.

Being a brand gives you pre-eminence. You get more clients, more easily. You can charge premium fees. Clients tend to be more loyal. You’ll be thinner, better looking, and have whiter teeth.

Okay, but what about the opposite end of the spectrum: being a commodity. If we define that as being “average” is that necessarily a bad thing? No. Earning what the average attorney earns is nothing to be ashamed of. But why settle for less than you can achieve?

Developing a brand is not easy to do on a national scale. It’s much easier for a lawyer targeting a niche market.

How do you do it? By crafting the right marketing message for your target market and focusing all of your time and creative energy delivering that message, and no other. No mixed messages. No ambiguity.

But you don’t sell a product, you sell yourself. And so more than merely delivering a marketing message, you must “become” that message.

Your identity must be fully aligned with your message and market. You can’t merely be a lawyer who happens to handle a certain type of client or case. You must be perceived as the top expert in your market, completely dedicated to that market and the people in it.

Donald Trump is a brand because everything he does, and everything he is, is consistent and aligned with the image he has crafted. When you think of real estate and business, you think of The Donald. And when you think about The Donald, you think about real estate and business.

Donald Trump is the brand. You must become your own brand.

Fortunately, you don’t have to spend as much money as Trump, or engage in the pompous rhetoric that has become his trademark. And yes, you can have normal hair.

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Are you paid enough for the risks you take in your law practice?

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“The choice isn’t between success and failure; its between choosing risk and striving for greatness, or risking nothing and being certain of mediocrity.” — Keith Ferrazzi

Every day you make decisions in your law practice. You’re usually right but sometimes you make a mistake. It’s okay because when you make a mistake, you can usually fix it. If you can’t fix it and your client suffers a detriment, you have insurance.

Your clients pay you to make decisions. It’s what you do. It’s what you get paid for. Every time you make a decision, however, you take a risk. But are you being compensated for those risks?

In business, the bigger the risk, the bigger the potential reward. When you are the principal, your fortunes rise or fall on the outcome. As advisors, however, we are paid by the hour or the case or the work product. Other than contingency fees, our compensation is almost never commensurate with the risks.

You prepare a “simple” will. You get paid a few hundred dollars. But what if the client needed something different? What if you leave something out? Hundreds of thousands of dollars could be are at stake, but you are paid a few hundred dollars.

It seems to me we should be paid according to the risks we take in our work. Our insurance carriers are. Our business clients are. But we are not and we probably never will be. We can’t charge thousands of dollars for a simple will.

But while we probably won’t get paid more for taking risks in our legal work, we can get paid more for taking risks in our marketing. Ironically, these are risks most attorneys avoid.

If you want to reap bigger rewards in marketing your services, you need to take bigger risks.

Time, money, ego–invest more, risk more. Yes, you might waste that time or money, or take a big hit to your ego. But you might also get rich.

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How to find the time for marketing your legal services

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You’ll often hear me say that you can get appreciable results in marketing in just 15 minutes a day. Why is this so? Because marketing is doing a lot of little things, like taking a few extra minutes to make a new client feel welcome, writing the first draft of an article or blog post, or calling a fellow professional to invite him for coffee.

You can do a lot in 15 minutes. The key is to do something every day. An apple a day keeps the doctor away; seven apples on Sunday will give you a stomach ache.

But marketing is also doing bigger things, like joining a new networking group. You’ll spend a couple of hours a week at the meeting, plus additional time on committees, special events, and meeting with new contacts. This is a commitment of several hours a week. Where do you find the time?

The key to bigger marketing activities is being selective. You don’t join four networking groups, you join one. If it’s the right group for you, the extra time you spend will be well worth it.

When it comes to marketing, attorneys are often “a mile wide and an inch deep”. They try to do too many things and get poor results at most of them. Choose one or two marketing techniques or platforms and get good at them. Learn everything you can about LinkedIn, for example, and master it. Put your time and energy into it and don’t worry about Facebook or Twitter or anything else you could be doing.

When you approach the big things in marketing this way, you’ll find that not only do you have the time to do it, you get much better results.

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