I know you won’t read this

March 8, 2022 by David M. Ward

Most people don’t have time to read your blog posts and articles. That includes mine. At best, they’ll give you a few seconds and skim.

But that’s enough.

It’s enough to give them a nugget or two of information they can tuck away in their minds or their notes. It’s enough to show them you know what you’re doing and deserve a return visit. It’s enough to let them know you’ve helped others like them and you can help them, too.

It’s enough, but only if you do a few things.

First, avoid the “wall of text”. Make your article look inviting and easy to scan:

Headlines that get attention and pique curiosity
Short articles that look like they can be consumed in a few minutes
Short paragraphs and sentences
Bullet points, numbered lists, sub-heads
Bold, CAPS, indents, and other visual cues
Images, graphics, simple charts or tables
Minimal citations/hyperlinks, if any

Second, make it interesting to read and relevant to your reader:

Get to the point—and stay there
Ask questions, to draw them in, make them think, and keep them reading to find out the answer
Include surprising statements, statistics, inside information, opinions
Stories about people like your reader
Quotes from clients, experts, influential people
Imagery—show what happened or what will happen
Conversational tone; active voice
Repetition to clarify and sell your points
Simple language, vocabulary; even for a sophisticated audience
Point out the risks but be mostly positive
A light touch, where appropriate
Share contrasting views, arguments, stories
Involvement—ask them to do something (while reading)
Call to action—ask them to do something (when they’re done)

There’s more you can do to make your articles interesting (and easy to skim) but if you do only some of the above, you’ll find more people consuming your articles and eager to hear more.

How to write a newsletter that brings in clients

Filed Under: Blogging, Newsletters, Writing

How long will it take to do it?

March 7, 2022 by David M. Ward

“How long will it take to complete that project?“ I hate that question because I never know the answer. I estimate one hour and it takes three. I think I can get it done in a week and two months later I’m still working on it.

Turns out, humans aren’t good at estimating how long it takes to finish things. So I usually avoid estimating. I tell myself it will take as long as it takes and don’t think about it.

Unless there is a deadline. And then I think about it a lot and get the thing done, usually on time, thank you.

If I’m forced to estimate, and it’s not something I’ve done many times before, I usually pick a figure and then double or triple that number, to give myself extra time. But I’m still usually wrong.

Sometimes, I choose a target completion date and calendar it. But I usually ignore that date because I know it’s an artificial deadline and there is no penalty if I miss it.

It’s hard being me.

It’s better for me to schedule a “start date” and/or dates to work on the project. Short deadlines, even of my own making, work better for me. They allow me to make progress without worrying about missing a day because there’s always tomorrow.

We all have our own ways and means of working and we all seem to get things done. Sometimes because we have to, sometimes because we want to and we keep working at it until it’s done.

Instead of asking, “How long will it take?“ I think a better question is the one asked in GTD: “What’s the next action?“ We may or may not work on the project, but at least we know what to do next if we do.

Filed Under: Productivity Tagged With: gtd, next action

March 4, 2022 by David M. Ward

A simple way to lose clients

You want to increase your fees. It’s time, you deserve more, but, like many lawyers, you’re nervous about it because you don’t want to lose any clients who can’t or won’t pay more.

Understood.

There is a right way and a wrong way to do it.

The wrong way is to do what a certain app company did not long ago when they wanted to increase their revenue. They alienated a large percentage of their customers by taking away from them a bundle of features those customers were used to getting free and would henceforth have to pay for.

That’s a no.

Don’t take things from customers because when you do, you’re taking away something they already own (even if they got it free).

The company lost a lot of customers, suffered a slew of bad reviews and a loss of good will. Apple told them that they had violated their terms of service and they were forced to reverse course and come up with a different plan.

And that’s the plan I’m going to recommend to you.

Grandfather in existing customers (clients) and charge new customers or clients the higher rate (or make them pay for things your old clients got free.) Who says you have to charge all clients the same rate?

New clients won’t know and old clients won’t care.

You keep your old clients happy, at least until a suitable point in the future when you can justify raising rates for them, too. But whatever you do, don’t take away from any client anything that’s “theirs”.

Get the Check: Stress-Free Legal Billing and Collection

https://www.attorneymarketing.com/2022/03/04/13297/

Filed Under: Attorneys fees, Fees and Billing, Increase your income, Law office management

If you want to be prolific, you have to do this

March 3, 2022 by David M. Ward

If you want to be prolific, build more relationships, deliver more presentations, write more books or blog posts or articles, more than anything, there’s one thing you have to do. You have to let go of the need to make things perfect.

Perfectionism has been my “issue” for as long as I can remember. When you’re wrapped up in it, you’re wrapped in a straightjacket of your own making and artificially limit your accomplishments.

More content, more relationships, more good habits, usually lead to more good things happening in your life. Even if the things you create aren’t perfect, but merely good.

Remind yourself that you don’t have time for perfect. You have deadlines and goals and people who depend on you.

Set a different standard for yourself. Instead of going for 90% allow yourself to do 70%. Because unless you’re performing surgery, 70% is usually good enough.

In fact, remind yourself that “good enough is good enough” — because it has to be if you want to get more done.

If you want to be prolific, develop the habit of launching things before you think they’re ready.

That’s what I do. I want quality, but I’m willing to exchange some of it for quantity.

But here’s the thing. When I re-read something I wrote and thought wasn’t up to snuff, I usually find that it’s a lot better than I thought.

Here’s the other thing. Most people aren’t as critical of your stuff as you are. They either don’t notice or don’t care. (They’re worried about their own stuff.)

Another strategy I use is to push things out the door (before I think they’re ready) telling myself I can fix it later. What I often find is that by the time I’m ready to fix it, it’s not as important to me because I’m busy with something else.

Look, at our funeral, nobody is going to say we led a good life and helped many people but could have done a few more rounds of editing. They’ll look at the big picture, and we should too.

Filed Under: Personal development, Productivity

What’s the one thing you can do to build your practice?

March 2, 2022 by David M. Ward

One of my favorite questions to ask myself comes from Gary Keller, founder of Keller-Williams real estate and author of The One Thing. Keller asks, “What’s the ONE Thing you can do, such that by doing it, everything else will be easier or unnecessary?“

You can ask that about anything. Including the subject of marketing and practice development.

Let’s say your one thing is “referrals”. You’re thinking that if you could increase them significantly, everything else you might do for marketing would be easier or unnecessary. You’d have more income, which would allow you to hire more help and turn down marginal clients and open up new locations if you chose to.

More referrals would lead to better clients, meaning bigger retainers, less hand holding, more repeat business, and even more referrals.

It wouldn’t matter so much if your SEO wasn’t that great, you did fewer presentations (or none), and you pulled a lot (or all) of your advertising. Referrals would be your one thing. Focus on it and you’ll be on track to building your dream practice.

Make sense?

But once you choose your one thing, in this case, getting more referrals, you have another question to ask yourself: “What is the ONE thing you can do to get more referrals such that by doing it, everything else will be easier or unnecessary?”

You would examine your options and come up with an answer. The “one thing” that would help you achieve your “one thing”.

You might answer “networking with financial professionals who represent (the types of clients you want to represent)”.

Or, “teach my clients how to recognize a good referral for me and the best way to refer them”.

Or, “offer (generous) referral fees to (a type of lawyer)”.

Or, “write a book and ask my clients and professional contacts to tell their clients and contacts about it,” e.g. , get them to refer people to the book and let the book sell those folks on hiring you.

Which of these or other options would be best for you and your practice?

What’s your ONE thing? And what’s the ONE thing you could do to accomplish it?

If referrals are your ONE thing, you need to study this

Filed Under: Increase your income, Marketing legal services, Referrals Tagged With: focus, The One Thing

Break the mold before it gets moldy

March 1, 2022 by David M. Ward

There’s a lot to be said for adopting positive habits, but if you never stop to review and refine them, you might get so used to doing things the same way you never look for something better.

When was the last time you changed your daily routine, tried a new research tool, or did something completely out of your comfort zone?

Growth requires change. Consider developing the habit of regularly exploring ways to change what you do and how you do it.

Start small. Take a different route to work. Shop at a different store. Try cuisine you’ve never tried before.

Do what you always do, but add an extra element. Do it more quickly or more slowly, do it on a different day of the week or at a different time of day.

Write without an outline. Downsize your project list. Re-write your checklist, create a new form, or call someone you haven’t talked to in years.

When you’re ready, skip a day or assign the task to someone else.

The more you embrace change, however small, the more you tell your subconscious mind that change is good and stimulate it to find other things to change.

Being open to change can lead you to new insights, new ideas, and new solutions to old problems.

Change might be uncomfortable, but it can also be liberating. It can open doors you never realized were closed. Taking on a different type of case or client, for example, might lead you to discover a lucrative new practice area or additional source of income.

You might want to journal on the subject and explore some ideas, or you might dive in and do something completely different, as I did early in my career when I went “all in” on marketing and that one decision changed everything.

At the very least, add a prompt to your weekly or monthly review checklist to ask yourself, “What can I change this week/month?”

Filed Under: Personal development, success

19 ideas for your blog or newsletter

February 28, 2022 by David M. Ward

Looking for something to write about? Here are a few ideas to prime your pump:

Share the good news

Talk about good things happening in your world, for you, your firm, and your clients. Awards, settlements or judgements, new hires, new offices, being quoted in a news story, anniversaries or milestones (subscribers, followers), exciting new projects.

Business changes your clients need to know about

Are you modifying your billing practices? Changing office hours, opening a new office, adding technology, expanding into a new practice area or market, or doing anything new that clients need to know about?

Monthly recap

Tell folks what you’ve done and what you plan to do or focus on in the coming weeks or months. Are you writing a book? Creating a series of videos? What have you done? What are you planning to do?

Upcoming dates people need to know

Deadlines, reminders (e.g., to update documents), upcoming changes to law and procedure, holiday closings, and other dates clients and prospects need to be aware of.

New content

Anytime you create new content——articles, reports, checklists, forms, videos—alert your readers and followers, tell them how to access it, and how they will benefit from consuming it.

Success stories, testimonials, endorsements, reviews, mentions

What positive things are people saying about you? Don’t keep them a secret.

Tip of the day/week/month

What do your readers need to know? What do you recommend? How can readers do something better or faster, save time or money?

Recommended resources

Your content can simply be a recommendation and link to other content: websites, software, tools, businesses, professionals, productivity methods, books, videos, channels, courses. . .

Market news

What’s happening locally or in your niche your readers might like to know? Is there a new business in town? Is something shutting down? Expanding? Adding new products or services? New laws or regs? Petitions to be signed? Meetings, networking events, opportunities to socialize?

Great deals

Are any of your business clients or referral sources offering a discount or special offer? Any new loyalty programs? Spread the word.

Promote their event

Do you have a client or referral source who will be speaking, signing books, or conducting a webinar? Share the details with your list and encourage them to watch, listen, or attend.

A survey or poll, or results thereof

It doesn’t have to be your survey or poll, just something that might interest or affect your clients and readers. Invite them to give their opinion, vote for their preferred choice, or see what their colleagues or neighbors have to say.

Statistics

How many do, how many don’t, what are the trends, and what does it mean? Could be for your practice, your state or county, or your field. it could be your own findings or re-posting from another source.

Social media updates

Have you added or removed any channels? Changed your bio, or added new photos? Are you planning to do a “live”? Did you interview anyone notable? Were you interviewed? Is there someone you suggest your followers follow?

A roundup of your most popular articles or posts

Give readers a chance to consume content they might not know about. Let them know what others are clicking on, commenting on, or sharing.

Get personal

Share your opinion about world events, changes in the law, trends in your target market’s industry. What’s going on in your practice or personal life readers might be curious about?

Answers to FAQs

What do clients and prospects and new clients ask you? What does your audience ask you when you speak?

Case studies

Problem, action, solution. What did a client want or need? What did you do? How did it turn out?

Where will you be?

Announce your upcoming speaking engagements, networking events, panel discussions, webinars. Promote the event, encourage readers to attend and to tell others.

Save this list, add to it, and use it when you need ideas.

For even more ideas, go here

Filed Under: Blogging, Newsletters

How to talk to a prospective client

February 25, 2022 by David M. Ward

You’re speaking with a prospective client. You ask questions to discover what brought them to you so you can tell them what you can do to help them.

Slow down. Too much, too soon.

Yes, ask questions. You need to know what they want or need, but before you go down that road, there’s something you should do first.

Make them feel good about their decision to contact you.

They’re probably nervous. They don’t know you or trust you. They’re worried about their problem and how much it’s going to cost to do something about it.

So you want them to relax. See you as someone they can talk to. Someone who wants to help them, and not just because they’re going to pay you.

We’re talking about building rapport.

This isn’t terribly difficult to do, if you’re willing to take a few minutes to talk to them before you put on your lawyer costume and demonstrate your super powers.

Make them feel comfortable and respected. Make them feel good about their decision to contact you.

Start by seeing them “on time”. Ask if they want something to drink. Treat them like a welcome house guest, not a walking checkbook. Ask if they had any trouble finding the office or parking or how their day is going.

Yes, small talk.

When you are both seated, ask them to tell you about their situation. Give them your undivided attention. No phone calls or texts. Make eye contact, listen to them, take notes, and don’t do anything else.

Ask follow-up questions to fill in the blanks. Take more notes. Taking notes shows them that what they’re saying has value and you want to hear it.

Let them do most of the talking. If they’re angry, let them get it out. Make appropriate noises or comments to validate how they feel.

When they’ve told you their story, repeat the salient points back to them. (Refer to your notes). Give them an opportunity to hear what they told you and how it sounds, and clarify and add things they might have forgotten.

Then you can shift into problem-solving mode. Tell them the options and ask what they’d like to do.

During the conversation, listen for “commonalities”—things you or your other clients have in common with them. Kids, school, pets, industry or market, or what they do for fun.

If you have something in common, mention it. It might be as simple as saying, “Me too” or “I love that show”.

People like to do business with people who are like them, or who represent people like them. Don’t underestimate the value of shared experience.

Finally, thank them for coming to see you and confirm the next step, even if that’s “I’ll email you a proposal” or “Let me know what you’d like to do”.

You probably do most of the above, maybe all of it, most of the time. But when you’re busy or distracted, it’s easy to forget something or let the client see you’ve got other things on your mind.

But this is their time, not yours. So make sure you get yourself out of the way and let them have center stage.

Filed Under: Client relations

Better today than yesterday

February 24, 2022 by David M. Ward

A legal career is a long journey. You start out as a new puppy, trying to find your legs and learn about the world. Everything is exciting and new, and nothing is easy.

I remember those days. Figuring out the forms, learning how to talk to clients, negotiate, write documents, litigate, and do all manner of important things for the first time.

It was difficult, but I only had a few clients and plenty of time to figure things out. I was young and hungry and scared, but I enjoyed the newness of it all.

If you’re at this stage, cherish this time for what you are learning and who you are becoming.

As I got busier, I entered another phase, with bigger problems to solve, more clients to juggle, and much longer hours. I was busy, but I wasn’t making much money. I still had a lot to learn, especially the business of practicing law.

I got serious about marketing, made changes, and brought in more clients and bigger cases. I was able to hire more help and while I was busier than before, I no longer “lived” at the office.

If you’re at this stage, appreciate all that you’ve done to get here and the many discoveries and adventures that lie ahead.

One day, I realized things were just working. I had money, lots of work and lots of help, and I knew what I was doing. I was busy but not busier than I wanted to be, and I was happy that I could continue doing it without the struggles of days gone by.

If you’re at this stage, congratulations. You made it to the top. Your career is in high gear and you have options. You can continue to grow and take things to an even higher level or you can re-direct some (or all) of your resources into other things—business, investments, philanthropy, writing or speaking, or fun.

Wherever you are right now, whatever phase of your journey, you are precisely where you’re supposed to be. Appreciate where you are and where you’ve been, and get excited about where you’re going.

Filed Under: Career satisfaction, Inspiration