David M. Ward, Author at The Attorney Marketing Center

Want to be more productive? Stop working so hard.

December 27, 2022 by David M. Ward

“Successful people work hard.” It says so on the internet so it must be true.

Not so fast.

Recent studies show that pushing yourself to do more work isn’t necessarily the path to success. What is?

Happiness.

Doing work you love, being around people you respect, taking time to relax and have fun—it turns out these are at least as important as cranking out more hours and completing more tasks.

Maybe more so.

Because when we’re happy, we are more creative and productive, without all the wear and tear that comes from putting in more hours.

“The driving force seems to be that happier workers use the time they have more effectively, increasing the pace at which they can work without sacrificing quality.” — Dr. Daniel Sgroi

Now, maybe long hours and checking off more tasks each day is precisely what makes you happy. You like being busy. Wouldn’t have it any other way.

That’s fine.

Just make sure you also take some downtime. Put it on your calendar.

Because it might make you even more productive.

Filed Under: Productivity, success

Actually, hope is a strategy

December 26, 2022 by David M. Ward

We often hear that ‘hope isn’t a strategy’ and that only by taking action can we solve our problems and achieve our goals.

I cry foul.

Hope is indeed a strategy. An essential one. Because without hope, we won’t take action (why bother?) or we’ll do it without energy or enthusiasm. Just going through the motions.

Without hope, we might not even look for solutions or recognize one when it appears.

Ah, but with hope, all things are possible.

We might doubt, we might expect it to be difficult, we might be discouraged, but we keep going, looking for a solution, because our hope tells us there must be one.

Hope gives us purpose and belief that things can get better. When things don’t work out—our idea was flawed, our action ineffective, outside forces were too strong—we don’t give up. And because we don’t, we discover more options, more things we can try or try again.

Hope isn’t a strategy? Of course it is. It might not be the only strategy, but I wouldn’t want to live without it.

Filed Under: Personal development, success

May I have your attention?

December 21, 2022 by David M. Ward

In marketing, your most important job is to get noticed. Because no matter how compelling the message in your article, post, ad or other message, you won’t get any response if nobody reads or hears that message.

Just a fact, Jack.

The best way to get attention is with an effective headline.

The words at the top of your article, ad, letter, or email, the title of your book or report, are critical. If you want to sell more legal services, get more subscribers, or put more prospective clients’ butts in seats, if you want anyone to buy anything or do anything, a good headline is critical.

In the annals of marketing history, this has always been true.

David Oglivy, one of the top copywriters of his generation, said:

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

The importance of the headline is even more true today when peoples’ attention spans are so short. According to one report, only 9% of all digital ads are viewed longer than one second.

Not a lot of time to tell them what you want to tell them.

You can get attention with graphics, charts, photos, and other visual elements, but a good headline is the best way because it is larger and more prominent in the article or ad, and because it can tell the reader what’s in it for them if they read the article.

Note, it’s not just the main headline that does this. People scan articles and ads before deciding if they want to read them, and so your sub-heads, bullet points, and your conclusion or P.S. are also important ways to get attention.

The context in which your article or ad or email is seen also plays a part.

If you send an email to someone who knows you, an existing client or subscriber, for example, you don’t have to work as hard to capture their attention. They’ll read your email because it is from you as much as or more than because of a great headline.

The headline for this post is a good example. It promises no benefits and perhaps made you only mildly curious, and yet here you are reading this post.

If you want to get better at writing effective headlines, and/or working with copywriters and marketing folks who do that for you, start paying attention to the headlines you see each day. Especially the ones that capture your attention and compel you to read the article or ad or listen to the audio.

Write down those headlines and ask yourself why you think you noticed it and why it convinced you to read more. Put these headlines (sub-heads, bullets, etc.) in a “swipe” file you can use (or re-write and use) in future articles and posts and ads.

Yes, this is only a first step towards writing better headlines, but it is an important step because it will help train you to notice what’s working.

Filed Under: Copywriting

Don’t start with why

December 20, 2022 by David M. Ward

In his book, Start With Why, Simon Sinek says that most companies today focus their marketing on their product and how it works when instead they should share why they do what they do.

You may recall hearing this idea if you saw Sinek’s popular TED Talk that first explained it.

The rationale is that if your market knows the intention behind your business, and they relate to it, you’ll be better able to connect with prospects and win them over.

I don’t have a problem with that. Telling your market (consumers, prospective clients, influencers, referral sources) your “why” is a great way to differentiate yourself in a crowded market. Where I have an issue is with the idea of starting with it.

You and I and our partners need to know why we do what we do. Our why gets us out of bed in the morning and drives us to work hard to achieve our goals. Our clients might like to know why we do what we do but it’s not the best way to get their attention.

The way to do that is to start with benefits.

Prospective clients want to know how you can help them. How you can solve their problem or help them achieve a desired objective. Until you tell them this, they’re unlikely to be interested in your story.

Start by telling people what’s in it for them when they hire you. The benefits. Once you have their attention and they’re interested, you can tell them why you do what you do.

It’s true that some companies successful reverse this. They begin with a branding message that identifies their mission, how they intend to change the world in an important way. But this requires a lot of capital and expertise and they have to get a lot of things right to make it work.

It’s much easier for you and I to start with benefits.

Your story might ultimately get prospective clients to choose you instead of other lawyers who don’t have one. But first you have to get them to pay attention.

The Attorney Marketing Formula

Filed Under: Communication, Marketing legal services, Marketing Plan

Taking inventory

December 19, 2022 by David M. Ward

I watched a video about tasks, tools, and processes for creatives and thought the information was helpful for lawyers. Helpful because it provides a framework for thinking about your work and how you can do it more efficiently and with better results.

We’re told that tasks fall into 4 types of categories, Administrative, Consumption, Documentation, and Creative, and as I thought about what I do in my work in this context, I starting thinking about what I could eliminate, delegate, automate, speed up, or otherwise improve. You might do the same.

Administrative

Administrative tasks include calendaring, conflict management, bookkeeping, client communication, website updates, file management, HR, individual task management, and so much more.

We spend a significant percentage of our day doing or managing these tasks; they are the most obvious category to delegate or automate.

Consumption

Cases, articles, books, blogs, courses, podcasts, newsletters, videos, seminars—it’s a long list.

You can streamline this category by cutting out some sources of material you regularly turn to, subscribing to services or newsletters that curate this information for you, more audio and less text, and by assigning the “first pass” for some of this content to someone who works for you.

Documentation

This includes taking notes on client matters, and notes on the other material you consume, recording ideas, storing documents, and the software and systems you use to retrieve this information.

Creative

This is your output—how you get paid. It includes your legal work—drafting, negotiating, writing, speaking—and everything you do for marketing.

You might not want to delegate all of this, but you can get help with research, investigation, first drafts, editing, and follow-ups.

As you consider these categories, think about your situation and what you want to improve. Go through a typical week or month and document what you do.

Tasks. Brainstorm every function performed by you and the people who work for you (or outsources).
Tools. Note the software and hardware you use on the computer, browser extensions, phone apps, paper and folders, etc. It also includes forms, templates, checklists, reminders, and more.
Processes. How you do what you do. This will take the most time to document, but is likely to deliver the most benefits.

If you don’t want to do all this right now, at least use this as a checklist to think about how you use your time and what you could do to use it better.

Filed Under: Law office management, Productivity

Leveling up your referral game

December 16, 2022 by David M. Ward

Yesterday, we talked about the value of educating other lawyers about your practice area, to build your reputation and get more referrals. You can do that, I said, by disseminating information, e.g., reports, checklists, that helps other lawyers understand your field, spot issues, and answer their clients’ basic questions.

But there’s a lot more you can do.

If you want to be perceived and followed and sought after as the go-to expert in your field, you can do the kinds of things experts do.

Number one on that list is to write a book.

As an author, you will, by definition, be an authority. Your book is a doorway to requests for interviews, being invited to speak and sit on panels, and otherwise expand your reach.

When you are introduced as “the lawyer who wrote the book on. . .”, you are at the top of your game.

Publishing a book is also a great way to get more leads, both from other lawyers and other centers of influence, and also from prospective clients.

If you’re not ready to do that, or perhaps while you are writing your book, there are other things you can do to establish your authority and get more referrals.

You can conduct seminars, start a podcast, or write blog posts, teaching lawyers the basics, discussing changes in the law, and answering questions. You can interview others in your field (or your client’s industry), and offer downloadable resources (which helps you build a list so you can stay in touch with these prospective referral sources).

If you’ve got enough to share, and the quality is there, you can even turn these into paid seminars.

Your object is to establish yourself as the go-to lawyer for all matters related to your field, and you can start with a single video, blog post, or seminar. You’ll begin to build a following and, before long, one of your followers will ask you to look at one of their cases or speak with one of their clients who needs your help.

Lawyer-to-Lawyer Referrals

Filed Under: Publicity, Referral sources, Referrals

Teach and grow rich(er)

December 15, 2022 by David M. Ward

You know the value of educating prospective clients in your target market about the law in your practice area(s), the risks, the options, and the benefits to be had working with a lawyer who does what you do.

And why that lawyer should be you.

You’re also hip to the value of educating other lawyers who don’t do what you do, because they have clients with problems they don’t handle, but you do. Those lawyers don’t always have someone to refer their client to, which is where you come in.

The easiest way to get on their radar is to provide them with information about your field of expertise. Teach them everything they need to know to spot issues and explain the risks and options. Educate them about the law and procedure and ethics, the way you would if you were teaching a continuing education class.

The more you teach other lawyers about your field, the more you will be seen as the expert they want to refer their clients to when those clients need help.

But you don’t have to create continuing education classes to do that. Create some reports and articles, forms and checklists, and other resources that speak specifically to lawyers.

What do they need to know? What do they need to ask their clients, and tell them? And make sure you tell them that you’re available to answer their questions and to speak to their clients.

Okay, I can see you nodding your head. This makes perfect sense. But there’s something else.

Wait for it. . .

You should also educate other lawyers who do exactly what you do.

What?! Teach my competition what I know? Why would I do that?

Because they can (and will) get this information somewhere and it might as well be from you.

When your competitors have a case they can’t handle, because it’s too big for them or they have a conflict or they’re too busy to take on more work, they will think about the lawyers they know and respect and refer that business to you.

As the go-to expert in your field, you’ll not only get more referrals, you’ll build your reputation and get invited to speak and publish and network with the stars.

Build a bigger practice by helping other lawyers with theirs.

Here’s how

Filed Under: Image, Referral sources, Referrals

Stop trying so hard

December 14, 2022 by David M. Ward

I have a theory. Because being a lawyer is so demanding and requires so much attention to detail, and because most lawyers work their tails off to get everything right, they tend to do the same thing with creating content.

Which is why many lawyers don’t create a lot of content and thus miss out on a lot of traffic, leads, subscribers, and new clients.

If you’re not producing as much content as you want to, quit trying so hard. You can produce all the content you need without breaking a sweat.

No, you can’t produce junk. You need to provide value. That’s what keeps readers reading, sharing your content, and selling themselves on taking the next step towards hiring you.

You can do that with a lot less effort.

How? By writing less:

Shorter posts. A few hundred words is plenty.
Re-reusing/re-purposing your old/other content
Re-writing other people’s content (your words, examples)
Listicles (resources, tips, ideas, quotes, definitions, checklists, etc.)
Avoiding research; writing what you know (you know a lot)
Publishing less often
Getting help (in house or outsource)

You can also publish content without doing a lot of heavy lifting. Answer questions posed by your readers and clients, or share something you learned in an article, book, video, podcast, or MCLE.

You can report industry or local news (e.g., acquisitions, new hires, promotions, mergers, etc.), appellate opinions, and new or pending legislation, with very little of your own writing other than brief comments, e.g.., “this is new” and “here’s what I think about it” and “here’s what I’d like to see next”.

Stop trying so hard. Set a goal to provide ONE nugget per post, something your reader can take away, remember, and want to share.

Something interesting, helpful, or entertaining. Something you can write in 30 to 45 minutes.

More ways to (quickly) produce content

Filed Under: Content creation, Marketing legal services

I was wrong

December 13, 2022 by David M. Ward

You’re reading this because you want to know what I was wrong about and why I’m sharing my “confession” with you.

Mission accomplished.

Well, almost. I haven’t told you what I was wrong about, or why admitting you were wrong is a good way to connect with your readers.

It’s good because people see you don’t pretend to be infallible. You’re a real person, just like them.

Warts and all.

It makes you likeable. Someone they can trust.

Confession is good for the soul.

Maybe you trusted a friend and should have known better. Maybe you recommended a certain app to everyone and had to backtrack when you found out it has a security flaw. Maybe you predicted something would happen on the world stage and you were dead wrong.

Show your readers the real you. Warts and all.

But you have to be careful. You don’t want to admit you were wrong about something irretrievably tied to your core competency.

It’s okay to admit you once hired a secretary too hastily, and she stole from you. It’s not okay to admit you settled a certain case because you didn’t think you had enough experience to take it to trial.

Capice?

In addition to admitting to a mistake, you can also admit to a weakness or quirk, or share a personal experience that humanizes you.

Maybe you like cherry pie a little too much (me!). Maybe you took your daughter to ballet class and had to ask one of the moms to do up her hair (me!) Maybe your sense of humor gets you into trouble a little too often (me!)

The more embarrassing, or humorous, the better.

Admit a mistake or a weakness (that isn’t too weird) and your readers will love you for it. Unless you eat all the cherry pie and don’t leave any for them.

Filed Under: Client loyalty, Communication, Writing

Are you the best choice?

December 12, 2022 by David M. Ward

Are you willing to admit that there are other lawyers who do what you do and are better at it than you are? That you’re not the best lawyer in town, or even better than most?

And yet clients still hire you and refer you and love you.

Because hiring a lawyer or firm isn’t a completely rational process.

Clients meet you or hear you speak or read something you write, or they see your ad or a friend recommends you (or your article or post), and they visit your website to learn more.

If they continue to like what they see (and what you offer), they take the next step. And eventually hire you.

Most clients don’t do a lot of comparison shopping.

Which means you don’t have to be the best there is, or even better than your competition. You just have to be good enough to get looked at and not blow it.

Sure, some clients are sophisticated and will scrutinize you down to your shorts. But most don’t.

Your mission, should you decide to accept it, is to get more people to look at you and not give anyone a good reason to not hire you.

Be the best you can be, but don’t worry about being the best there is.

The quantum leap marketing system (for lawyers)

Filed Under: Marketing legal services