Never say this to a client

October 11, 2021 by
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You’re good at what you do. Perhaps very good. You’ve won a lot of cases, helped a lot of clients get great outcomes, and, objectively speaking, you are a damn fine lawyer.

Keep that to yourself.

Yes, you should be proud of your accomplishments, and you certainly want the world to know about them. But they shouldn’t hear about them from you.

Because saying these things makes you look bad.

You sound like you’re bragging, and nobody likes that, even if it’s true. Or you sound weak and needy, and that’s even worse.

You want your clients and prospective clients and professional contacts to know you are the best of the best. But they should hear it from other people.

Let them hear about your prowess via testimonials, endorsements, reviews, and world of mouth. Let them find out about your awards and glorious victories via third party articles about you and introductions of you prior to your presentations and interviews.

You can (and should) post everything on your website, but never utter the words yourself.

If you ever find yourself inclined to share your greatness with anyone, let it be in the form of a story—about your client or the case. You’re “in the picture,” of course, and it’s obvious that you were the facilitator of the win, but be the narrator, not the protagonist.

Capice?

I’ve had two physicians say to me, “I’m really good at (the procedure they were trying to convince me to get)”. I rejected both of them, not because of what they were selling but because they were selling.

People like to buy but they don’t like being sold.

The best way to sell a client on your abilities is to have the client sell themselves. And that’s best done before the appointment.

Which is why we post everything on our website and equip our clients and contacts with information so they can do the selling for us.

When you’re speaking to anyone, the only selling you should do about yourself should be done by how you comport yourself.

Show the client you understand their situation. Restate the facts, explain the law, point out their risks and their options. If any of those options are risky or expensive, clearly explain the what and why and how.

Be clear and thorough. Most of all, be confident.

Because your confidence tells the client you’re good at what you do. And because if you’re confident, they will be confident. And they won’t need you to tell them you’re good at your job.

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Filed Under: Marketing legal services, Salesmanship

Quality or quantity? Yes.

October 8, 2021 by
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When it comes to writing a newsletter or blog, posting on social media, or otherwise connecting with prospective clients and the people who can refer them, what’s better, frequency or length?

Should you write longer posts and publish less often, or post shorter pieces more often?

Let’s think this through.

You need quality, because that’s why folks subscribe and follow you, and because you want them to see that you know what you’re doing.

You also need quantity (frequency), because you want to keep your name in front of people.

But you’re busy and can’t afford to spend all day crafting brilliant prose, and even if you have the time, you don’t want your readers and followers to think you do.

So, how about a comprise?

You might write a “longer” post, at least a few paragraphs of original thought, once a week. On other days, as you can, you fill in with brief comments, observations, quotes, and links to other people’s posts.

Quality and quantity, for the win.

If you’re not doing anything now, or you don’t publish consistently, start small. Post an inspiring quote once or twice a week, for example, to create the habit of posting; after a few weeks, you can do more.

Whatever you decide to do, put it on your calendar and/or in your task management app, because trust me, you won’t remember.

How to build a law practice with email

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Filed Under: Blogging, Email, Newsletters, Social media marketing, Writing

Another simple content idea

October 7, 2021 by
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I bought an iPad. Yes, my first. You know how it is, you don’t know you need something until you get it (or someone lets you try it) and you realize what you’ve been missing.

Anyway, as part of my research into “if” and “which one” and “ways to use it,” I saw some videos made by law students who are using iPads for note taking and studying. They explain the apps and accessories they use, why they chose them, and how they use them.

Basically, they’re doing product review videos for a niche market.

Which prompted me to tell you that if you use and recommend any tech tools or apps, and workflows and best practices for using them, you could record product reviews, and post them on your blog or channel.

Most product review videos follow a pattern:

  1. Describe the product/model/version and features
  2. Explain what they like
  3. Explain what could be improved
  4. Compare the product to other options
  5. Explain if they recommend it, for whom, and why
  6. Tell where to get it

Product reviews lend themselves well to video, as you can demonstrate the product and give it a face (yours). You can instead do “faceless” screen capture videos.

If you’re not up for doing videos, you could write a blog post or newsletter article, with or without images, or simply mention the product and your recommendation on social. (Be sure to tag the relevant company when you do.)

And if you don’t want to do product reviews, or share your workflows, you could do something similar by writing book reviews.

Whatever you choose to do, make sure you have fun doing it. Because if it’s not fun, it’s work, and you have enough of that already.

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Filed Under: Content creation, Online Marketing, Social media marketing, Web traffic

4 simple rules for getting more out of the books you read

October 6, 2021 by
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Tim Denning, prolific author and blogger and reader of books, answered a question about how to get more out of the books you read. Lawyers obviously read a lot and might want to note Denning’s rules, all of which I agree with and practice.

His first rule is to “stop finishing books”. If you’re not getting anything out of a book, or getting enough, move on.

“Don’t waste your life on crappy books,” he says.

I routinely do this with ebooks that don’t deliver on their promise. In other words, most of them. I’ve donated hundreds of paperbacks to the library bookstore, many of which I barely touched.

I spend a lot on books but following this rule has saved me a lot of time, and I have to score this as a net profit.

My corollary: Books are like a meal. Just because you paid for it doesn’t mean you have to consume it.

Next, Denning says he focuses primarily on the first few chapters of a non-fiction book, where, he says, the author will provide the best bits in an effort to hook the reader. “The rest of a book is filler,” he says.

In my experience, this is mostly true, but not always. If the opening chapters don’t get me, I usually skim the next few and often find some gold; if I don’t, off with its head.

Denning’s third rule is something I do only occasionally but think I should do more: “Go to the table of contents and read the chapters that appeal to you.”

Meaning, skip the chapters that don’t.

Sometimes, I start with the chapters that grab me, and come back to the others.

I like to give the author (and reviewers) the benefit of the doubt. I keep thinking I’ll find a nugget or two in a chapter that seems less relevant, but if I’m honest, it doesn’t happen often enough to justify reading an entire book to find those nuggets.

Last rule: Re-read the books you love.

100% agree.

I always get something new out of a second or third or fifth reading of a good book. I highlight my highlights, make notes in the margins, and write my own “permanent” notes in my notes app.

Books are like a meal. Good books are like a feast.

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Filed Under: Productivity Tagged With:

Your core work

October 5, 2021 by
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Yes, you perform legal services that deliver solutions and benefits to your clients. That’s your core work. That’s what you’re paid to do.

But that’s not the whole picture.

You can’t deliver those solutions if you don’t have clients who are willing and able to hire you.

So your work necessarily includes marketing.

Even if you aren’t required to do any “outside” marketing, you are responsible for keeping your clients happy so they will return and refer. You must invest time and other resources to do that. And while you can delegate some of it, you can’t (shouldn’t) delegate all of it.

You also have other responsibilities. You may not have to do the billing, bookkeeping, compliance, and other admin work, but you have to know what needs to be done so you can supervise the ones who do.

Here’s the truth some lawyers don’t want to admit: the practice of law isn’t just a profession, it’s a business.

Unless you work for someone else, or have partners that take care of the business side of the equation, you can’t practice your profession without building and maintaining the structure and systems that make the business run.

Your “areas of responsibility” include other things besides your core work.

As you sit down to plan the remainder of this year and the beginning of next, I urge you set goals for each of your areas of responsibility, choose appropriate projects that will help you achieve those goals, and schedule tasks you are committed to doing to move those projects forward.

Spending a little time thinking and planning will help you focus and do the work that matters most.

You’ll be able to run your business, so you can practice your profession, maximize your income, effectively use your time, and enjoy peace of mind, knowing you’re on top of everything.

How to create a simple marketing plan that really works

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Filed Under: Career satisfaction, Law office management

Wham, bam, see the cashier

October 4, 2021 by
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I went to a new optometrist last week. To my surprise and delight, I was treated like a valued patient, not a commodity, as many doctors’ offices do.

I had an appointment and when I arrived, the young man behind the counter made eye contact and greeted me by name. I can’t be sure, but I think he had a smile under his mask.

I’d already filled out most of the paperwork online and was escorted to the exam room, get this, 2 minutes after I arrived.

The entire staff was friendly and treated me with respect. They made small talk while the machines came to life. They even laughed at my jokes.

And it was the most thorough eye exam and consultation I’ve ever had.

The appointment wasn’t just for a new prescription. I have an issue that needed addressing. The doctor patiently explained everything and answered all of my questions. I was there for nearly 90 minutes.

Before I left, I thanked the young man who greeted me for being so friendly and making me a priority instead of my insurance card. I also told the doctor about the great job he did and thanked her for her own patience and thoroughness.

When I saw an ophthalmologist for the same problem earlier this year, the doctor explained almost nothing, talked mostly to her assistant rather than me, and was done with me in 10 minutes.

Over the years, I’ve written about some of the less-than-stellar experiences I’ve had at doctor’s offices. I complained about having to wait (a big pet peeve of mine) and then being rushed through the exam or procedure.

Their time is valuable, but so is mine.

Now, I’m writing about an office that gets it right. No wonder they have a long list of 5-star reviews. They’ll continue to get my business and my referrals.

What does it take to achieve this?

Perspective.

Seeing your patients (clients) as your top priority. Giving them the time and attention they need and treating them like human beings, not livestock.

Show them you appreciate them, even if your accountant says you can’t afford it.

And remember to laugh at their jokes.

Marketing is easier when you know The Formula

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Filed Under: Client loyalty, Client relations, Law office management, Marketing legal services

Another way to beat “nothing-to-say syndrome” on your blog

October 1, 2021 by
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If you’re new to blogging, or you have a bad case of “bloggers block” and need some ideas to prime the pump, you could go to your favorite search engine and search for “how to get ideas for a blog”.

A better approach would be to use that search engine to find actual ideas.

With a few clicks, you’ll have a list of blog post ideas that are relevant and optimized because they are based on actual searches.

Type in a general idea, your practice area, your niche, or other keywords related to what you do. You might want to log out first, or use a private search, so your past search history doesn’t influence your results.

Then, look at the “drop-down” list of searches related to those keywords. You’ll see what people are searching for and that might be all you need to find your next blog post topic.

On Google, you can also look at the “People also ask” and “Related to” sections for more ideas.

If you’re still scratching your head, click to execute an actual search and look at the search results page. Look at the top 3 to 5 organic results (not paid). These will give you a good indication of what people are looking for, at least today, and you can use those results to write a post on one of those subjects.

Done and dusted.

You can take it a step further by clicking through to the actual posts or articles, to see how those topics were handled by other lawyers or bloggers, and get more insights into what to include or how you might slant your post.

By the way, you don’t have to limit your search to law-related keywords. You can search for anything you think might interest your readers and prospective clients.

If you represent landlords, for example, you might search for subjects related to buying, renting, and managing rental property.

You can even write something about one of your outside interests or hobbies.

Let’s say you love muscle cars but never thought to write anything about that on your legal blog. It has nothing to do with what you do professionally, so why do it?

Because there are a lot of people who share your interest and some of them might need your legal services, or know someone who does.

Write a post about the latest trends or about your favorite cars from the ’70’s and post it.

It’s your blog. You can do what you want.

Your regular readers may not be interested, but they might appreciate that you’re not always a boring attorney but actually have a life outside the office.

And you’ll get search traffic from other muscle car lovers, some of whom might like the ‘Cuda you wrote about and decide they want to talk to you about your services.

You’ll also have fun writing about something you love and maybe meet some kindred spirits.

More ways to get ideas for your blog

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Filed Under: Blogging, Content creation Tagged With:

Survey says. . .

September 30, 2021 by
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What’s a simple way to engage your subscribers, friends, and followers?

If you said “asking questions” you’re right.

Questions make people think, and whether they respond to you with answers to those questions, or respond mentally, you’ve connected with them in a deeper way than you would if you merely told them something.

You can ask questions parenthetically, like I did here, or with something a bit more formal via a questionnaire, survey, or quiz.

Quizzes, in particular, are almost irresistible. People love to test themselves, to see how much they know.

If you handle real estate closings, for example, you might ask your readers a handful of questions about the mechanics and costs of closings, about the law, or best practices for homeowners planning to sell.

Your readers get to see how “smart” they are; you get them thinking about closings and about you as the go-to expert.

You also get to report the results of your quiz or survey in another blog post or article. Survey results tend to get a lot of readership as people check to see how they did compared to others.

You can also reprint those results and offer them as a lead magnet for future subscribers.

Suppose I asked you to respond to a survey about how many times you took the bar exam before you passed. Wouldn’t you be curious to find out what other lawyers said?

If you were on the fence about subscribing to my newsletter, offering a report summarizing those survey results might make you curious enough to pull the trigger.

Want more ways to build your list? Here

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Filed Under: Blogging, Email, List building, Newsletters

You’ve got a friend

September 29, 2021 by
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You can’t seem to keep up your blog or newsletter. Your marketing efforts have fallen by the wayside. You stopped writing your book months ago. The only exercise you get these days is jumping to conclusions. . .

You could hire someone to coach you and check in with you, to hold you accountable and keep you on track. Or you could call a friend and ask for help.

Cue music:

When you’re down and troubled and you need a helping hand. . .

Find a friend who is similarly situated and become workout partners.

Share your goals with someone—another lawyer, a business contact, writer, or anyone else who wants and needs someone to hold them accountable. Set up a time to check in with each other, once or twice a week, find out what each of you did that week, and what each of you is committed to doing in the coming week.

It’s motivating to talk with someone who is on the same or a similar journey. You can encourage each other, provide suggestions, and celebrate each other’s victories.

Sometimes, all you need is to hear someone else say ‘well done’.

And, knowing you have someone to report to, can do wonders for lighting a fire under you. You don’t want to disappoint them or embarrass yourself, so you get to work when you otherwise might say, “I’ll start next month”.

If you don’t have anyone to partner up with, search online (social media, blog comments, YouTube, Flakebook groups). Search for “accountability partner,” “workout partner,” or “work with me, write with me, study with me”.

Or, if you want to work with another lawyer, post a comment under this post.

Try out each other for a week and see how it goes. If it doesn’t work for both of you, don’t fret. There are plenty of other fish in the accountability ocean.

And, if you want to pay someone to hold you accountable. . . let me know.

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Filed Under: Goal Setting, Productivity Tagged With: , ,

What you’re really selling as an attorney

September 28, 2021 by
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I hate to break it to you, but nobody wants to buy your legal services.

Ultimately, clients buy emotional states. They buy relief from pain and problems; they buy safety and security; they buy a path to a more prosperous future.

They hire you because they believe you can transform them from where they are to where they want to be.

Your services are merely the tools you use to do that.

They could get the results they seek from many other attorneys. They choose you because they believe you can deliver what they want.

Their belief comes from what they see on your website, what they read about you (or by you), and what others say about you.

If they’ve read your articles and posts, you showed them you understand their problem or desire and have the knowledge and experience needed to deliver what they want. If they met you, either casually or for a consultation, you said or did something that made them feel good about you and convinced them you were the right choice.

Your clients chose you and future clients will, too, because of the overall package you present; your services are important, but not the only element in that package.

Before you write any kind of marketing message or meet a prospective client or potential referral source, consider the experience you’re offering and make your message about that.

Start by understanding what your clients want and how they will feel when they get it. Show them you know what they want and then show them how you can help them get it.

Marketing is easy when you know The Formula

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Filed Under: Communication, Copywriting, Marketing legal services, Writing
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