David M. Ward, Author at The Attorney Marketing Center

The 3 best times to ask clients for referrals

April 18, 2022 by David M. Ward

Before you lose your lunch, keep in mind that “asking” doesn’t necessarily mean you speaking to the client.

Asking could mean having a member of your staff speaking to the client. It could mean handing the client a a few referral cards to pass out. It could mean describing—on your blog or in your newsletter—an interesting case you’re handling and mentioning that another client referred it to you.

It’s all good. But what’s the best time to do it?

The most obvious time is at the end of the case or engagement. You’re wrapping things up, the client is happy, you’re talking about the future, so you ask who they know who might want some information about what you do.

Less obvious, but also a great time to talk about referrals is at the start of the case.

When you’re signing up the client, ask them to provide the names of the other professionals they work with. Or hand them some invitations to your upcoming presentation they can give to their friends. Or give them a link to a page on your site with a form or checklist or valuable information and encourage them to share that page with people they know.

The third time to talk about referrals is “anytime” during the pendency of the case or engagement.

You might say to the client, “I hope you’re seeing value in the work we’ve done for you so far. Are there any other matters you’d like us to look at/help you with?“

That’s not difficult, is it?

If they don’t have any other work for you, put on your big boy or girl pants and ask, “Do you know anyone you could refer to us who might need these services?”

They might say no. But they might say yes. One out of two ain’t bad.

Am I saying you can ask for referrals at almost any time? It sure sounds like it.

Clients want to help the people they know, and they want to help you. Make it easy for them to do that and everyone wins.

How to get more referrals from clients

Filed Under: Referrals

Some clients are trouble

April 15, 2022 by David M. Ward

Some clients are sharp. Some aren’t. Some clients follow your instructions. Some don’t. Some clients make a good witness. Some don’t. Some clients will be a major pain in your ass. Some will be even worse.

You’ll find out eventually what each new client is like, but wouldn’t you like to find out right away?

Sure you would.

If you know a client doesn’t listen or will do things that hurt their case, you need to know that so you can keep an eye on them.

My advice? Give the new client a homework assignment and see what they do.

Ask them to download a form and fill it out, read something and answer a few questions, or call you with some information.

Simple stuff any client can do.

If they don’t do it, make excuses, or ask for more time, you’ll have an idea of what they’re going to be like.

If you’re not sure, give them another assignment.

Yes, they might be busy or forgetful. It doesn’t matter. You need to know if you can count on them.

Some clients need more hand holding. You might need to send written instructions instead of merely asking them to do something when you speak, or send additional reminders about upcoming appointments, deadlines, or things they need to start working on.

Part of your job is to make sure your clients help you do that job.

You could do something similar with your professional contacts. I did that with a lawyer I met at a retreat. We talked about working together on a project that could benefit both of us, decided we would talk about it the following week and scheduled a phone appointment.

The day came, I called, he didn’t answer. I left a message, reminded him about our phone appointment, and asked him to call me.

He didn’t. So I was done with him.

If I couldn’t count on him to keep a simple phone appointment, I knew I couldn’t count on him for anything.

If you want to know what someone will be like to work with, ask them to do something and see if they do it.

Because how people do one thing is often how they do everything.

Filed Under: Client relations, Networking

Get more feedback and reviews

April 14, 2022 by David M. Ward

I need new eyeglasses and went for an exam the other day. I was impressed with the thoroughness of the exam and the help the optometrist’s staff provided me with choosing the right options. They took their time, answered all my questions, and dutifully laughed at my dumb jokes.

My original plan was to get the exam at the optometrist’s office and buy the glasses somewhere less retail. But I changed my plan and bought from the optometrist.

I didn’t even negotiate. Bad lawyer.

I bought from them because they did such a good job with me, I felt a little guilty buying elsewhere, and because they made it so easy for me to say yes and be done with it.

Great service and convenience cost me more, but it was worth it.

Your clients will often “pay retail” for the same reasons.

The next day, I got an automated request for a review from the doctor’s office. But as much as I was happy with them and would recommend them, I didn’t respond because the email said the review would automatically be posted online and would include my full name.

No option to provide feedback anonymously, or to provide a review with just my first name and last initial.

So now, the doctor won’t get a review or feedback about what I thought they did right and what they could improve. (I had two small issues I would have “complained” about if I could have responded anonymously, or at least privately.)

Don’t make that mistake.

Ask all your clients for feedback and have it come back to you, not automatically made public.

If the feedback is negative, you don’t want that posted online.

If the feedback is positive, reply to the client, thank them, and ask for permission to post their feedback (review) online, or ask them to do it and give them the link.

And whatever you do, if you want more reviews, give the client the option to provide one without using their full name.

The Attorney Marketing Formula

Filed Under: Client relations, Law office management

Your fees are too high

April 13, 2022 by David M. Ward

Ever heard that? Maybe not. A lot of prospective clients will simply tell you they want to think about it, or some such, and not tell you what they really think.

But what about those who do?

How do you respond when they say you charge too much?

I’d find out if they understand what’s at stake. Talk to them about what it could cost them if they don’t hire an attorney, i.e., do nothing,, wait, or try to fix the problem themselves.

How much would it cost if the other party got a judgement against them or the tax man cometh and taketh away?

And what’s the value of knowing the problem is being properly taken care of and they can stop worrying about it and get on with other things?

More than anything, we sell peace of mind.

There’s a cost to hiring an attorney, but there’s also a cost of not hiring an attorney. So when someone talks about your fees being too high, show them what it might cost if they don’t hire you.

But suppose they mean your fees are too high compared to what other attorneys charge?

How do you respond?

I’d tell them it’s true, you don’t have the lowest fees in town, that you’re actually higher than most.

And then I’d tell them why.

You have more experience; you provide more benefits than other lawyers; you deliver better outcomes; you charge flat fees so they know up front what it’s going to cost (unlike other firms). . .

You charge more and you’re worth it.

I’d prove this by providing a boatload of testimonials and reviews attesting to your wonderfulness.

I’d follow that by offering to refer them to one or two other lawyers who charge less (because they don’t have as much experience or whatever) and might be a better fit for their budget.

They’ll see you aren’t defensive, you don’t try to talk them into anything, and you don’t negotiate.

Refreshing, isn’t it? Damn good posture.

You’ll often find that this is all you need to do to win the hearts and minds and retainers of prospective clients.

Here’s how to write your bill to show them they made the right decision.

Filed Under: Attorneys fees, Fees and Billing

Burned out and loving it

April 12, 2022 by David M. Ward

You’ve got way too much to do and you’re overwhelmed. You’re stressed out, perpetually tired, making mistakes, and alienating clients or staff, or you’re bored out of your mind and wondering why you’re still doing this.

It’s called a sign. A signal that something’s not right and you need to do something about it.

The good news is that when you do, there’s a very good chance you will come out the other end much better off. Productive, happy, centered, and far more successful.

So, when you get that signal, what should you do?

I don’t know. But you do. Or rather, your body and mind do and they will guide you. But whatever it is they want you to do, don’t do immediately, reflexively, impulsively.

Don’t be rash.

Write it down and see what you think and how you feel about it. Talk to people who care about you, or a pastor or therapist. Tell them what’s going on with you and let them help you work through it.

And then explore your options.

At various times of my career, most of the following have helped me get unstuck and go on to bigger and better things, and I’ll bet they can help you do the same:

Exercise, get more sleep, eat better, take some time off; you will feel better and be able to think more clearly and that might be all you need to reset.
Delegate more. If you’re like most lawyers, you do too much yourself. Give more work to others so you can focus on what you do best and enjoy.
Get help. Hire a business coach to help you sort things out, focus on what’s important, let go of what isn’t, and hold you accountable. Or team up with another professional to share ideas, progress, encouragement, and accountability.
Get a hobby. Or a girlfriend. Or a side business. Something else you can focus on that makes you happy and gives you something to look forward to.
Follow the plan. After you get some rest, sort out your goals and your process, developed some new habits or jettisoned some bad ones, get back to work. Action is almost always the cure for what ails you.

But if nothing you do seems to work despite your best efforts, start looking for the next chapter in your life. I did that, too, and I’m very glad I did.

If you need someone to talk to, let me know

Filed Under: Career satisfaction, Dealing with stress, Inspiration, Mentors & Coaches Tagged With: burn out

How to avoid feeling unprofessional

April 11, 2022 by David M. Ward

Does marketing ever make you feel less than professional? Do you ever tone down your message or convey it less often because you don’t want to appear pushy or needy?

Why don’t you stop?

Stop writing articles and doing presentations. Stop blogging, networking, and advertising. Stop sending your clients anything other than what’s related to their case.

Stop marketing. And see where that gets you.

Or. . .

Continue doing what you’re doing, but change your approach.

And by approach, I mean your attitude. How you feel about what you’re doing.

Because if you feel better about it, you’ll do it more easily and more often and reap the benefits thereof.

How do you do this?

You reframe your marketing to see it for what it really is: another way to help people.

Do you truly believe you can help people? Not just with your services, but with what you show them and tell them even before they hire you?

Do you believe that providing them with information about their situation and the solutions and options that are available to them can comfort them and give them direction? Help them make better decisions, minimize their damages and pain, avoid additional problems, and otherwise make their life better?

Good. Now think about what prospective clients are going through just before they contact you and hire you.

Have you ever had a problem and gone online to see what you can do to fix it, or to find someone who can help you?

When you found the information or the person, did you feel better about your problem?

Ah, so you do understand how your prospective clients feel. You know what they’ve been going through.

Okay, then. Instead of framing marketing as self-promotion and distasteful to the extreme, think about it from the prospective client’s point of view.

Think:

People want to hear from me about this; they’re hurting and looking for answers. They don’t know what to do or where to turn and I’m doing them a lot of good by sharing some of my knowledge and wisdom and helping to guide them from where they are to where they want (and need) to be.

And I feel good about that.

You’re not a burden, you’re a welcome guest in their inbox. Instead of holding back on what you might give them, give them more.

That’s reframing. That’s how you see your marketing as a way to help people.

Is it okay if that leads to more business for you?

Email Marketing for Attorneys

Filed Under: Inspiration, Marketing legal services

A better way to build your network?

April 8, 2022 by David M. Ward

Networking events often prove to be a waste of time. But that doesn’t mean you shouldn’t network.

Think about it, everyone who is currently in your network was, at one time, a stranger. So, meeting new people can be a very good thing. The question is, who do you want to meet and how can you meet them?

Events can work. But you can also do it without leaving your office and this might work even better.

The first step is to make a list of influential people in your target market. These could be business owners, professionals, or others with influence in that market. It could also include prospective business clients.

Start by identifying “categories”—tax lawyer, real estate broker, business executives at tech companies, for example; once you’ve done that, you can look for “candidates”—actual people or businesses in those categories.

You’re looking for people who can hire you, recommend you, or introduce you to others who can do the same. This might be a lawyer or accountant or other professional who represents your ideal clients, a content creator, consultant, or marketing professional with a following that resembles your ideal clients or the professionals who sell to or advise them.

You’ll have many options to choose from, but you should focus on quality, not quality. 20 or 30 people are a good number. You’re looking for influence (depth) not raw numbers (breadth).

Once you’ve identified some candidates, read their bios, learn what they do, and what they’re good at. Look for clues as to how they might be able to help you and/or your clients and contacts, and how you can help them or their contacts.

As you study them, you may learn you have some mutual contacts, or people who know people who are likely to know them. This could be your path to an introduction.

If not, put together a plan to contact them directly. Decide what you’ll say, what you’ll ask them, or what you might invite them to do.

How you will get their attention? And how will you show them a benefit for speaking with you?

It sounds more difficult than it is. Remember, everyone needs or wants something, even if that something is new professional contacts in their (your) industry or niche.

Contact the people on your list, via a mutual connection or directly, and see who is interested in speaking to you and learning more about how you might help them.

As a lawyer, you clearly have something to offer. If they don’t appreciate that, move on. If they do appreciate that, you might be one or two conversations away from having your next new client.

Here’s everything you need to know (and do)

Filed Under: Networking, Referral sources, Relationship marketing

I don’t know if my marketing is working

April 7, 2022 by David M. Ward

You’re spending money and time engaging in marketing activities, but you don’t know which of those activities are working or to what extent. You’re thinking you’re spending too much on advertising or wasting time on ineffective strategies and you’re thinking about cashing in your chips and looking for a Plan B.

Before you do that, here are some things to think about.

If you’re spending serious money on advertising, you need to track keywords, clicks, leads, clients, and revenue. Software can do most of that for you and you shouldn’t advertise without it. If you don’t know how to interpret the tea leaves, hire someone who does.

You should also ask everyone who calls or comes to see you where they heard about you, which keywords they used to search, and/or who referred them, or you won’t know if what you’re doing is working, or how well.

You need to know if that $1000 ad is showing a profit. If it isn’t, change it or pull it. But before you decide, you need to consider your back end—the lifetime value of a new client.

If you’re good at getting repeat business and referrals, you can actually come out ahead on ads that break even or lose money.

If you’re not doing a lot of advertising, or decide to cut down or move away from that, focus on other marketing strategies that don’t require a lot of money: referrals, networking, blogging, interviews, presentations, and other forms of content marketing.

You have to include the cost of your time, and/or the time of the people you hire to do that or help you do that, but if you do it right, you should see a significant return on that investment.

If you’re still not clear on what’s working and what isn’t, you might stop relying exclusively on bottom line numbers like the number of new clients and the amount of revenue, and consider “leading edge” metrics like email and/or channel subscribers, video views, leads, and appointments.

Because if those numbers are growing, your practice is probably growing—or soon will be.

Yes, who is on your list is important. But all things being equal, if you’re seeing more people watching your videos or listening to your podcast, if your email list is bigger today than it was six months ago, if you’re taking more calls and talking to more prospective clients, you’re doing something right—and you should continue doing it.

But don’t stop looking for ways to do it better.

Quantum Leap Marketing System—when you’re ready to get big, fast

Filed Under: Law office management, Marketing legal services, Marketing Plan

Don’t be weird

April 6, 2022 by David M. Ward

You want to be different. Stand out from the crowd. Get noticed and remembered.

That’s fine. But don’t overdo it.

Clients want their lawyer to be normal. To look and act like they expect a lawyer to look and act. If you’re too different, you might scare them off.

Nobody wants a weirdo to represent them.

Besides, while being different can help you stand out, if that difference doesn’t convey a benefit to the client, what’s the point?

People may remember you as the lawyer who always wears polka-dot bow ties or red scarves, but nobody will hire you for that reason.

You don’t have to be different to be successful. You have to be good.

Be famous for your work, your trial record, the results you get for your clients—not your sartorial choices.

Filed Under: Image

A simple way to get more people to trust you

April 5, 2022 by David M. Ward

It’s only logical. If people don’t trust you, they won’t hire you or return to you or refer you.

Or follow your advice.

We show them positive reviews, testimonials, awards, endorsements, and our other bona fides, and share stories about the clients we’ve helped. We write articles and give speeches, filled with proof that we know our stuff.

And it’s all good. But sometimes, it’s not enough.

Because other lawyers say a lot of the same things and because we all seem to tell people nothing but the good stuff. We make ourselves look almost perfect.

And people know we’re not.

If you want more people to trust you, the best thing you can do is admit it.

Tell people you’re not perfect. And then, prove it.

Tell them about one of your flaws, weaknesses, or mistakes.

Careful, though. Not all mistakes are created equal.

Tell them about the time you showed up late to a hearing and got yelled at by the Court. Don’t tell them about the case you lost because you sued the wrong party.

Let them see you do things you know you shouldn’t do. You don’t get enough exercise; you spend too much at the Apple store; you tell your grandkids stupid jokes.

You know, the stuff humans do.

People know you’re not perfect. When you admit it and show them a flaw or two, they’re more likely to trust you.

Probably also like you. Even if they don’t laugh at your stupid jokes.

Filed Under: Client loyalty, Client relations